Enabling Twitter Emoji: A New Layer
How Twitter is changing the formula for brand interactions
Twitter is currently one of the largest community platforms both online and offline with over 320 million active users. With approximately “63% of brands worldwide have multiple Twitter accounts”, it is clear that the platform is of high interest and traffic to both the general community and company brands alike. With such a large community, keeping their brand unique on the platform is a challenge for both users and companies . When posting on Twitter there are 5 inputs of tweeting: Text, Link, #hashtag, and Photo or Video (3 of the 5 are text) which when scrolling quickly through the website as a majority of users do, posts blend together quite easily #WallOfText. What this causes is a distinct blending of content on a user’s page, and a general pull from a unique brand being shown or discovered. Companies have compensated for this by using images and video tied to their brand. While somewhat effective, it in itself is not a strong solution because it lacks the ability to allow audience participation. Consider the Ice Bucket Challenge as reference with many people posting their responses all stylistically matching.
In response to complication of brands and their messages Twitter developed a Twitter Emoji. This is used already by brands such as Coke: #Shareacoke (Ex 1.0), Starbucks: #RedCups and the Indian Government: #MakeInIndia. Emojis allow companies and the community to write out a #hashtag which then gets translated into a unique emoji that the brand itself created. This system allows a unique twist on the format and style of tweets for the public community and the brand messages themselves.
The Twitter Emoji is a powerful tool available to the creative marketing community and should be taken wholeheartedly as a viable option of expanding the online presence of their brand. Just as a picture was once worth thousand words, a twitter emoji is worth 40 characters. In our visual-based world, by allowing brands custom emojis, it adds an additional layer to the brand platform (Ex 2.0). This new application helps to break up page content #WallofText for readability. This can be applied in various forms as well by, engaging with the community.
Creating a brand emoji allow brands to reinforce their visual image, and solidifies that image in the consumer’s mind. For example a set of color bars representing the rainbow for gay pride. A user could make the rainbow their own or even generate art pieces like ASCII art, based on the original emoji. The Wildlife Conservation Society can create a set of Animal Emojis where people can tweet about their favorite animals or ones they want to protect. This creates mini communities around their favorite animals, and then graph the findings in a small infographic. This personalization allows a deeper connection between consumers and the brands.