Marketers: Get in Touch with Your Emojis
All it takes is one emoji to set the tone. Any tone really, specific to almost every kind of feeling; be it happy, sad, angry, mischievous, unimpressed, doubtful, sleepy, bored, enthralled, or any other mood you wish to convey.
And these curious little illustrations we put on the ends of our texts, status updates, and DMs can be utilized effectively in so many ways. With the right emoji, you can elevate your flirting, office emails, joking with friends, and most importantly, your marketing communications.
Since 70% of people rely on emojis to convey their current mood, it is perplexing how any marketer could ever deny their remarkable potential as a marketing tool? Therefore, it should come as no surprise that emoji usage has skyrocketed 775% year-to-year in marketing messages, and that ad companies are investing $58 billion into social media platforms—where emojis are most prevalent.
After all, successful marketers know how to speak the language of everyday people. And emojis are a universal language.
Find the Right Platform to Express Your Emojis
While the cold, hard data does appeal to everybody's inner-pragmatist, as a successful marketer you must primarily strike an emotional chord.
Plus, you need to execute with the right tool on the appropriate platform, otherwise, your message won't connect the emotional dots. As such, there's a time and a place when emojis are most effective.
According to CNN, a study by Science Direct showed 80% of people used emojis when texting, 76% on Facebook and just 15% in emails (since they are perceived as more professional).
What do these stats tell us?
Social media's abundance of emoji-usage means there's plenty of market research and examples available for ground rules, and it's a perfect canvas to perfect your craft. Conversely, since e-mails aren't as synonymous with emoji-use, it offers exciting new opportunities to create innovative trends.
Happiness Before Everything Else
A study performed by Brandwatch, an analytics company, revealed the most commonly used emojis.
The following stats reflect two years of data:
- Emojis showing joy (31%)
- Emojis showing disgust (21%)
- Emojis showing sadness (16%)
- Emojis showing fear (15%)
- Emojis showing surprise (10%)
- Emojist showing anger (7%)
After examining 6 billion tweets, the data showed emojis reflecting joy were most commonly used, while the teary faced smiling emoji was the most tweeted emoji at 24% of overall use.
The preponderance of joy emojis can be attributed to a few factors. For instance, most users interact with family and friends on social media, associating the online platform with positive feelings. Furthermore, positive emojis are prominent throughout the day used mostly on weekends. 77.7% of all emojis used on Friday and Saturday are happy.
On the flipside of the coin, there's a 22.5% hike in negative emojis from between 6 am to 8 pm, and a whopping increase of 27.3% from 8 pm to 6 am.
What can joy do for your marketing initiatives?
People are more inclined to help someone they like. It is the most intrinsic emotion, since it's the first mood you feel as an infant.
When you have a friendly brand image, it makes you accessible to your target demographic and less like a faceless entity. Potential customers will root for you and choose your product or service before your competitors because they'll associate your product or service with euphoric and happy feelings.
Reacting to the Heat of the Moment
Brandwatch's research also showed the direct link emojis have with events and social trends.
For instance, joy emojis reached their heights on December 25
in 2016, while sad emojis trended during the Manchester attacks of 2017. Popular t.v. programs are also responsible for heavy emoji-usage, as people's feelings are directly linked to the comings and goings-on of beloved characters. The playfulness of the emojis act as perfect conduits to various demos and sub-demos with similar interest (like enjoying the same television show).
Understanding the need to be reactive to these moments and trends as they are happening is integral to your success as a marketer looking to leverage emojis.
How do you leverage emojis within your business?
You can use them as a feedback tool for your website visitors with the tool we built especially for that, check it out: Emojion.
Men and Women Really Aren't the Same
Interestingly enough, further studies from Brandwatch show men being responsible for only 39% of total usage while women account for 61%. Men are also much more likely to use fear emojis, while women lean more towards expressing joy.
What insight does this offer?
The emoji should match the demo. If your product is a violent video game catered to men 20-30, a message filled with joy won't get the job done. In such an instance, focus on more aggressive emotions.
What Will Work for You?
Vyvyan Evans, professor of linguistics at Bangor University in the UK, believes you must know how to use emojis in order to be an effective, viable communicator.
In 2018, Ms. Evans statement really rings true. Emojis are a universal language, understood by all. No matter your age, race, or gender, you've more than likely expressed your feelings through text, email, or social media platforms with these powerful tools.
They've helped you hammer home a point during a debate. They've added the extra twist in a joke to make a loved one laugh. And now, they can become an effective marketing tool that can take your brand's product or service into the next stratosphere.
You simply need to understand how to harness the unique power of any given emoji. Meaning an intimate knowledge of when, how, and where to use them, who to use them on, and what the right emoji is for any given situation.