Using Emojis in Marketing (The Right Way)
The year is 2015. An emoji had received the Word of the Year (UK) award.
"Face with Tears of Joy emoji (😂) had won."
Since 2015 – the peak of the fame for emojis around the world – these “picture characters” have become a staple of modern digital communication. Helping to transmit emotions that typed words fail to convey, emojis tend to be universally understood.
Despite their widespread usage, many marketers pale at the thought of using an emoji in professional marketing material – and understandably so! However, emojis can play a potent role in certain marketing channels when used correctly.
Quick Tips for Using Emojis
1. Don't go overboard
Use emojis tastefully. One LinkedIn author helpfully analogized emojis with salt: “a little bit goes a long way 👍🏻😉 … too much and you can get heartburn 👎🏻😯.” While emojis can be fun and expressive, it's important not to overwhelm your audience with an excessive use of emojis. A cluttered message can dilute your brand's professionalism and may confuse your audience rather than engage them. Instead, use emojis sparingly to highlight key points or to add a touch of playfulness to your content.
2. Stay true to your brand
Every brand has its own voice and personality. When using emojis in your marketing materials, ensure they align with your brand identity. Consider whether the emojis you choose reflect your brand's tone — whether it's playful, authoritative, or friendly. For example, a tech startup might use more futuristic or minimalist emojis, while a children's toy brand might opt for bright and whimsical ones. Emojis should be naturally incorporated into your messaging. Use emojis that fit with your voice. Emojis that stray from your brand could alienate your audience.
3. Consider your audience
Understanding your target audience is crucial when deciding how to incorporate emojis into your marketing strategy. Different demographics may have varying preferences and interpretations of emojis. For instance, younger audiences and millennials often respond positively to emojis, finding them relatable and engaging. On the other hand, more formal or older demographics might prefer a more restrained use of emojis or none at all. Tailor your emoji usage to resonate with the preferences and expectations of your specific audience.
In an emoji marketing guide, Hootsuite playfully remarks: “Are you sending an email to your company’s CEO requesting a serious meeting? Maybe you don’t want to use the winking face emoji. Is your company’s CEO your little brother? Now that emoji could be appropriate.”
4. Know your emoji
As a rule of thumb, don’t use an emoji unless you know what it means. Incorrectly using an emoji can have serious repercussions on your brand’s public image. Do the research, and if you aren’t completely confident in your decision, pick a different emoji.
Emojis can be valuable assets in your marketing toolkit when used tastefully and strategically. By adhering to these tips — avoiding overuse, staying true to your brand, considering your audience, and understanding the meanings behind emojis — you can effectively leverage emojis to enhance your marketing materials and connect with your audience on a deeper level.
Embrace the playful side of emojis while keeping your brand message clear and compelling. Used thoughtfully, emojis can help your marketing materials stand out in a crowded digital landscape, making your communications more engaging and memorable.
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Meet the Author
Josiah Flex
Director of Search Marketing
Josiah Flex, a digital marketer, is passionate about helping companies see real, lasting growth. With a background in personal training, he enjoys helping people identify and achieve their goals – from online visibility to increased leads. Ultimately, consumers use search engines, like Google, to identify the best answer for their needs, and companies engaged in great SEO have the highest likelihood of winning prospective consumers, one step at a time. This is true success.
Specialties: Building Client Relationships, RivalMind Hype Guy
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