Using Emojis to
Reach Audiences


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Emojis have become a new way of communicating. Once thought to be only a fad, emojis are continuing to transform not only how people interact, but also how brands can effectively reach audiences.

According to Adobe’s 2019 Emoji Trend Report, 65 percent of respondents said they are more comfortable expressing their emotions through emojis than a phone call. Regarding Gen Z in particular, the figure jumps to 83 percent. More than 90 percent of users reported they used emojis to lighten the mood of a conversation or display empathy. Also, 81 percent of respondents believe that individuals who use emojis are friendlier and more approachable.

Since the inception of emojis in the late 1990s, there have been many major advancements. The number of different emojis people can share has grown tremendously, and in recent years, there has been more diversity and inclusivity showcased in emoji designs. In addition, emojis are taking new shapes. Apple’s Animoji, which employs face tracking technology to animate an emoji, has given the media an even brighter future.

Emojis Are Great Ways to Market to Younger People
Emojis Are Great Ways to Market to Younger People

There are several reasons why emojis have the potential to add value to your marketing strategies. First, emojis can convey what words can’t. Each emoji is equipped with its own unique meaning, and depending on context, they can have multiple meanings. Instead of having to thoroughly explain a feeling with extensive copy, emojis can express complex thoughts or ideas quickly. Because of this, emojis have been proven to boost engagement. It has been found that one in five tweets now includes an emoji. Also, according to research by Leanplum, push notifications with emojis saw an 85 percent increase in open rates. Another benefit for marketing is emojis can help shape your brand tone and voice. They are effective at adding a personal touch to marketing, which can be useful to brands trying to build an image as being fun, culturally relevant and thoughtful.

While there has been an upward trend in the use of emojis in marketing, there are still cases where emojis should not be utilized. Emojis carry inherent messages and connotations, and certain brands and audiences may not be well-matched for them. It is critical to understand which emojis connect with your target audience, and the times and places they can be most effective.

It does not seem that emojis will disappear from our messages any time soon. If employed strategically, they can be an extremely powerful element in your next campaign.

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