How to use emojis in digital marketing

Wallpaper with your favorite emojis

Consumers feel closer to and more comfortable with those brands and professionals who project an approachable image and who don’t take themselves “too seriously”. The user today has changed and both “millenials” and “Generation Z” prefer to interact with brands that show empathy and closeness. In the digital world, the best way to generate empathy is the written word and one way to show that closeness is the use of emojis in messages.

Emojis are images that effectively convey feelings and can complement messages so that the user can better perceive their tone.

Emojis offer visual support to conversations, as they are a way to capture emotions or states in a very simple image. But an emoji is more than just a “visual support”, as they help convey the tone of the message, which can help the end user perceive the message more accurately.

For those users who want to add closeness to their messages with the use of emojis, below, we share some tips for integrating them into your digital marketing messages:

-Add emojis in email subject line: When a user receives an email, the first thing they will see is the subject line. With the amount of emails an average user receives every day, it is very important to stand out. Nothing better than including an emoji in this text, so that it contains a differentiating visual element that attracts the user’s attention and invites them to click on it. In addition, they also allow you to make the most of the space on the line.

-Understanding the audience: Although emojis are widely used by “Millenials” and members of “Generation Z”, only 37% of people over 65 use them. This means that it is necessary to be very clear about who our audience is to know if we should use them or not. In this sense, it is also necessary to know which emojis they use the most, if they have one in particular with which they feel identified and even if there is one that bothers them (and not to use it, of course).

-A/B testing: Continuing with emails, a good idea is to send two emails exactly the same, changing only the use of emojis. It is possible to send one with emojis and one without, or change the emojis in one of them. With these tests it is possible to better understand the tastes of our audience in relation to this topic.

-Emojis in Push Notifications: Introducing emojis in push notifications can greatly increase the CTR of these. In this case, the emoji should be placed at the beginning of the message so that it appears on all devices and is the first thing the user sees.

-Using emojis on social networks: On social networks, the use of emojis is widespread. In fact, data shows that more than 700 million emojis are used every day on Facebook alone. In social media, emojis can accompany a post, but they can also be placed in ads, as they have been shown to help improve CTR. In addition, emojis serve to reinforce the affection of a call to action.

-Emojis in H1s and titles: Nowadays, it is not at all uncommon to find titles with emojis on the Google search results page. Placing an emoji in the “H1” or title, allows to attract the user’s attention and also improves the CTR of the publication. In addition, Google has a function to search for emojis, which you can take advantage of by placing these elements in the title, so that the page is displayed as a result in one of these searches (similar to what happens with Google Images).

-Most used emojis: Finally, we leave you with an image of the ten most used emojis by companies and that generate the best CTR, according to Hubspot:

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