What should content marketers do with emojis?

Faith Ocampo Published on November 24, 2015

typewriter-landline-telephone-with-smiley-in-latte
You’ve probably heard that Oxford Dictionary recently named the *tears of joy emoji* as 2015’s Word of the Year. This surprising news left many of us feeling all confused and wondering whether these pictographs are now considered legitimate words. Others are contesting this decision, while some came up with a list of what they think are more noteworthy emojis.

tears-of-joy-emoji

We can go on and on that Oxford Dictionary’s just trying to be inventive in order to adapt to the rapidly changing Internet language, but this doesn’t discount the fact that emojis have become powerful components of online communication since Apple first made them available through the iOS keyboard. Now, with almost every keyboard app and social media platform incorporating this Japanese-made form of online facial expression, content marketers are asking: How can using emojis impact digital marketing?

Are brands taking it too far?

Many brands were quick to jump into the emoji fanfare.
Just last month, USA Today used the *crying emoji* next to its front-page headline. Adweek called the bold move “awkward,” remarking that although the icons reflect how a reader ought to feel about a story, it “blurs the line of journalistic neutrality.” As a news company, this compromises their reputation and credibility.

USA Today’s move is one of those awkward, emoji-based marketing strategy, which we could lump together with Chevrolet’s recent tactic. The car company published an entire press release using emojis, and depending on your preferences, you’ll either find it cringe-worthy or refreshing. What Chevrolet did is actually metaphorical, opting for emojis to deliver what words can’t say about their new product.

But emojis, as digital marketing components, have garnered a win for other brands. Furniture designer IKEA has made its own unique range of emoticons, which their customers can download and use. The icons reflect the brand’s identity and are seen as tools to spread awareness about the company.

Domino’s Pizza also created an easy-to-order mechanism by allowing users to place an order by tweeting a pizza emoji. This breakthrough idea won them the Titanium Grand Prix award in Cannes. Impressive, right?

So, why can’t we all resist emojis?

delighted-woman-in-yellow-with-hearts-for-eyes

1. Admit it. They’re catchy and fun.

That’s part of the reason why almost everyone uses emoji, but it seems that millennials and women are especially attached to them. Despite the age group, however, emojis are everyone’s favorite go-to solution to emotions that are harder to express through online communication.

2. Visual content is easier to process than text.

And there’s science behind this. A research published in Social Neuroscience indicates that looking at emoticons, or even the traditional “:-)” symbol, triggers the same part of the brain that activates when we see real human faces. This familiarity allows us to make quick associations, which is a powerful advantage for content marketers.

3. Emojis help heighten engagement

Perhaps the secret of emojis lies in how they circumvent the supposed limitations of online communication. It renders the Internet a nearly authentic platform for personal interactions and provides options for users who seek a unique way of expressing themselves online. This makes them effective tools to allow brands to connect with their target market at a completely deeper level.

 

Faith is a digital media enthusiast aiming to become an active part of the tech world by sharing her insights. She likes to blog about everything digimarketing, technology, and social media.

One response to “What should content marketers do with emojis?”

  1. Adelaida says:

    Thank you for every other fantastic post. The place
    else may anybody get that kind of information in such an ideal
    means of writing? I have a presentation next week, and I’m at the look for such info.

Join us on facebook
Open Access BPO Yesterday
Gaining a leg up on the global competition means so much more than speaking your customer's langauage.

Understand their culture and you stand to capture the international market: https://buff.ly/3W2ODcL

----------
Outsource with a #MultilingualCallCenter that will help you establish a strong foothold in your global markets: https://buff.ly/4bDl6Mj

#WeSpeakYourLanguage
Open Access BPO Yesterday
Open Access BPO hosted a successful #Pride celebration, fostering a spirit of #inclusivity and community.
Attendees enjoyed a lively atmosphere with video showcases, band performances, and a drag queen showcase.

The event highlighted our commitment to #diversity and inclusion within the workplace.

𝗛𝗲𝗮𝗱 𝘁𝗼 𝗼𝘂𝗿 𝗯𝗹𝗼𝗴 𝗳𝗼𝗿 𝗮 𝗳𝘂𝗹𝗹 𝗿𝗲𝗰𝗮𝗽 𝗼𝗳 𝘁𝗵𝗲 𝗲𝗽𝗶𝗰 𝗰𝗲𝗹𝗲𝗯𝗿𝗮𝘁𝗶𝗼𝗻: https://buff.ly/4cXfjSS

----------
Open Access BPO is a dedicated employee-centric #outsourcing firm that champions a culture of respect and appreciation for all, regardless of background or identity.

Outsource to gain a #CX team and a strategic employee-centric operations management without losing your focus on growing your business.
Partner with us today: https://buff.ly/4cWE95y

#WeSpeakYourLanguage
#OneWithDiversity #PrideMonth
#Pride2024 #CelebratePride
#OABPOSpeaksWithPride
Open Access BPO 3 days ago
You need skilled and creative #CustomerService agents to wow your customers.
But #hiring the right people to engage with your consumers can be difficult for many brands.

Here's how to tweak your #recruitment strategies to get the best #CX experts: https://buff.ly/3zJNPSn

----------
Or you can outsource to Open Access BPO and we'll do the recruitment and training for you.

Send us a message today to set up your own team of #CX specialists: https://buff.ly/3VZNHG3

#WeSpeakYourLanguage
#outsourcing #CSat
#CustomerExperience
Open Access BPO 4 days ago
Aside from the different accents, Americans and Britons have different attitudes when talking to #CallCenter agents.

Here's what agents have to know about both types of English-speaking Westerners when providing #CustomerService: https://buff.ly/3WdNKPW

----------
Anticipate and exceed your global customers' demands with a multilingual #CX expert: https://buff.ly/3WbhEnR

#WeSpeakYourLanguage
#CustomerExperience #CX
Open Access BPO 4 days ago
Great #CallCenter agents rely on strong Team Leaders for guidance and motivation. But even the best intentions can be overshadowed by negative leadership habits.

Check out our blog post for 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝗰𝗼𝗺𝗺𝗼𝗻 𝗽𝗶𝘁𝗳𝗮𝗹𝗹𝘀 𝘁𝗵𝗮𝘁 𝗰𝗮𝗻 𝘀𝗮𝗯𝗼𝘁𝗮𝗴𝗲 𝘆𝗼𝘂𝗿 𝗹𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 (plus insider tips for becoming a stellar leader who inspires your team and drives results!): https://buff.ly/4eWMurQ

----------
Ready to man your brand's with the premier #CX team?

Find great call center agents and leaders to help manage your brand's growth when you partner with Open Access BPO: https://buff.ly/3WdMbBy

#WeSpeakYourLanguage
#CustomerExperience #CustomerService
#CallCenterManagement #ContactCenters
#CallCenterLeadership #LeadershipQualities
#EmployeEmpowerment
Open Access BPO 8 days ago
Open Access BPO Makati picked up where our Davao colleagues left off in #PrideMonth celebrations.

Here are some of the highlights in last Friday's Pride Party at The Enderun Tent: https://buff.ly/4cHNoa9
Open Access BPO