The emoji: a digital communication evolution
During the early Bronze Age, hieroglyphics was an effective form of communication for the ancient Egyptians. Nowadays, Emoji is a contemporary linguistic supplement, maybe viewed as a sort of contemporary digital descendant of hieroglyphics.
Brands are interacting with their target audience through emojis, to infiltrate their mobiles, exhibiting that they are on top of the latest communications trends, and conveying messages in simple ways. Worldwide, the smartphone users are approaching 2 billion, according to research from eMarketer, and mobile messaging is a still rapidly growing reason to own one.
Due to the abundance of information, attracting customers attention is becoming even more significant. This is encouraging brands to relate to their audiences with short, authentic and emotional images. Emojis can also surpass language barriers. A smiley face is becoming global, and now there are hundreds of emojis that are gaining comprehensive acceptance and granting an entire generation to communicate across borders.
In 2014, many brands started marketing with emojis. Oreo launched a mobile marketing campaign in China. The campaign enabled parents to picture themselves with their children and apply them on to dancing emojis. Within three months, the campaign generated nearly 100 million emojis. 10 million emojis were shared on chatting service WeChat and nearly 2 billion impressions were made across Weibo and WeChat.
Some brands are using the virality of emoji marketing in order to reach their target audience such as with this emoji translation guide from marketing technology company Hubspot, and this piece on what emojis really mean from Popsugar.
Twitter, has also jumped on the emoji bandwagon, and in an innovative way. Soon, the social media platform will allow advertisers to target users with ads based specifically on the type of emoji they use. For example, strategy may be divided into different utilizer categories predicated on emoji use, and distribute ads accordingly.
Emojis have the potential to return more sophisticated user data to marketers and advertisers. Think of them as an extra dimension of user demographics and behavioral patterns. Though still in their infancy, a person’s typical emoji reactions could tell much about their inclination, thought patterns, or even their buying attitude. Emojis are helping marketers better understand user reactions to the content they distribute.
However, emojis can be misinterpreted. They could lead to a blurry communicative experience. They also carry a degree of subjectivity, which is both positive and negative. For example, you may choose an emoji that sufficiently captures your emotional state without really being able to pinpoint why. Lately, job positions identified as “Emoji Translators” are emerging.
Emojis are an increasingly influential handle in marketing analysis within social media. The most popular platforms are adopting methods that increasingly integrate the use of emojis, and as emojis become even more popular, this evolution will likely advance and and we still have much to figure out in how we use them in our daily social interactions.