The Emoji Explosion
While social media has taken over as the medium of millennials, a new language has also popped up in the process, emojis. Heck, the 2015 Oxford Dictionaries Word of the Year was: 😂! However, in a recent survey from YouGov it was found that “58 percent of 18- to 34-year-olds said brands using emojis in their messaging are ‘trying too hard.’” According to the survey, the full age spectrum feels the same way.
Most recently, people have found emojis in the subject line of emails from brands. While there is evidence that the open rate on those emails is higher, people don’t often correlate emojis with brand relevancy. In an article from DigiDay, for people in the millennial generation, “it’s cringeworthy to see their new visual language co-opted by those outside their circle. And for those who are outside the age bracket, it can feel alienating”. 54% of people over the age of 50 even “disagreed that emojis help people to understand each other better”.
The use of emojis really depends on the target audience of a brand. If a brand is able to use emojis effectively and appropriately in their campaigns, then use of emojis may be a way to connect with consumers. However, not using emojis “correctly” (according to how consumers use them) or overusing them can make a brand look like it’s trying too hard.
One case study of a company with success using emojis is Domino’s. After opting to sign up through a Domino’s site, people had “the option of ordering through Twitter and from that point, a simple tweet featuring the pizza emoji led to an instant order, which was confirmed through a direct message”. This emoji, 🍕, has allowed Domino’s to easily connect with their audience in a creative way as well as incorporate emojis into their sales funnel!
Whether using emojis is a good move for your brand is up to your online brand voice. While emojis makes some brands seem unprofessional, for others, it’s a great way to make your brand more relatable to your audience.
Sources: https://www.clickz.com/a-complete-guide-to-emoji-marketing/105032/, http://digiday.com/brands/peak-brand-emoji-consumer-fatigue-setting/, http://blog.oxforddictionaries.com/2015/11/word-of-the-year-2015-emoji/