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Marketing & Sales
Aug 2, 2019

Emoji Marketing

Sponsored Content provided by Bill Hunter - President & Creative Director, Wilmington Design Company

Wilmington Design Company Greater Wilmington Business Journal Insights

Since their introduction to the world, emojis have become much more than quirky icons shared with friends. They have quickly been coined their own modern language, replacing words in a clear and effective manner. 

When it comes to marketing, emojis not only have the potential to unlock a powerful emotional connection, but they are proven to boost engagement levels, click-through rates, and open rates. The use of emojis in your marketing adds personality to your brand and helps create a personal connection between you and your target consumer. 

Facebook content that includes at least one appropriate emoji is more likely to achieve higher reach, engagement and organic impressions than posts without them, according to recent studies.

Are they right for your audience?

Before diving into the wonderful world of emojis, it’s important to pause and consider if they are aligned with your brand message and audience. If you’re planning a marketing strategy for a quirky, upbeat chain of millennial-friendly restaurants, emojis are a no-brainer. If the brand in question caters to a more serious, older audience, then emoji use may alienate and confuse your target market. 

As is the case for any copywriting decision, the most important factor to consider is the audience viewing your ads. If they’re accustomed to seeing emojis in their daily social media consumption, go for it. But don’t assume that emojis are right for everyone.

Homework Assignment: Make a List! 

Consider adding this fun brainstorming activity to your next marketing team meeting: create a brand emoji list.

Scroll through Apple’s current offerings on your phone or on Emojipedia.org. Which emojis correspond with your brand personality and product offerings? Make a list of at least five and circulate them to your team. Challenge yourself to find a way to add these emojis into upcoming ads and/or social posts.

A/B Test Away 

Unsure about whether or not emojis will make a measurable impact on your social ad performance? Find your answer through a straightforward A/B test. Set up two identical ads in Facebook and add an appropriate emoji or two in one version of the ad by copying and pasting the icon from Emojipedia.org. (Side note – never share more than 3 emojis, or they’ll overwhelm the rest of the copy and run the risk of looking like clickbait.) Run them for 2-3 days and see which ad is outperforming the other with respect to click-through rate, impressions and reach.

The results may surprise you. Either way, you’ll see if emojis resonate, or if they actually drive your audience away. We suspect you’ll be pleasantly surprised. 

At WDC, we believe honest business and innovative design go hand-in-hand. Our talented team of designers, marketers, and developers are as diverse as their work. We offer a range of services from creative web design and development to digital marketing strategies and branding solutions tailored specifically to your business. Contact Bill at [email protected] or visit www.wilmingtondesignco.com.

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