World Emoji Day – but should businesses use them?
There’s no doubt they can score high on cringe factor but most of us still can’t resist an emoji…or ten. But what about using them in business? Should we, or shouldn’t we?
Truth is that some business can benefit from using those little symbols and faces in their comms, but before you go wild, there are more than a few factors to consider. The following might feel obvious (don’t reach for the rolled eyes emoji) but you’d be surprised.
Who is your audience?
Younger audiences tend to be more receptive to emojis, as they are more integrated into their daily way of life. But taking industry into account is more important. Those which are more traditional (e.g.,finance, law) may find emojis less appropriate than more creative industries(e.g., marketing, entertainment).
Are they in keeping with brand voice and image?
If you’re going to use them at all, emojis should always match the tone and personality of the brand in question. A fun, casual brand can use emojis to reinforce its image, while a serious brand might use them sparingly…or avoid them altogether.
Overuse or inappropriate use can make a business appear unprofessional, so it’s essential to strike a balance to maintain credibility.
Where are you using them?
Emojis are widely accepted and can enhance engagement on platforms like Twitter, Instagram, and Facebook. They can also help make emails more engaging but proceed with caution - especially in B2B comms.
An emoji can also help convey friendliness and approachability in chatbots and messaging apps, helping to build rapport with customers. They can also help convey emotions and tone that might be lost intext, making conversations and messages clearer and more relatable.
Attention-Grabbing?
Used appropriately, am emoji can make marketing messages stand out and increase the likelihood of them being noticed and remembered. But grab attention for the right reasons – being mindful of the cultural interpretations of emojis is absolutely essential.
If in doubt…
Dip in your toe and see how they deliver for you. Experiment with and without emojis to see how your audience responds and track metrics, such as engagement rates, open rates, and conversion rates. Get some feedback from your audience to understand their preferences and perceptions regarding emoji use?
