The power of emojis – yes, emojis – in brand communications
Today marks the 10th annual World Emoji Day, so what better time to celebrate the way these tiny icons have changed how we communicate, Bread Agency co-founder Amaury Treguer writes.
From burning hearts to sparkling stars and a smiley for everything in between, emojis have become a global language loved by consumers. And with 3,664 emojis to choose from, they represent a goldmine for marketing communications.
Created in 1997, the word emoji, which means “picture letter” in Japanese, was officially added to the official Merriam-Webster dictionary in May 2015. Its definition is: “Any of various small images, symbols, or icons used in text fields in electronic communication (as in text messages, e-mail, and social media) to express the emotional attitude of the writer, convey information succinctly, communicate a message playfully without using words, etc.”
Created via AI (Midjourney) by Amaury Treguer
Emojis have evolved over the years to become an integral part of our language. Since their inception, emojis have been the fastest growing language in history.
More than 92% of the online population uses emojis daily to communicate and over 10 billion emojis are sent and used every day. 🤯
A study from MIT recently discovered that people can process images in as little as 13 milliseconds so no wonder these tiny characters have been a raging success since day one.
The number of emojis has grown exponentially over the years, with 3,664 emojis available for use today.
As the number of emojis has increased, so have the opportunities to use them. They are now a daily part of brand communications for multiple reasons.
Emojis are popular across all age groups and situations
A study by Fingerprint for Success (F4S) cited in The Australian reports that 88 percent of employees use emojis at work because they tend to increase connection, collaboration and productivity – especially for remote and hybrid workers.
From Gen Z to Baby Boomers, from emails, instant messages, video conference systems to documents, the usage of emojis spans across all ages and communications mediums.
The same study reveals that out of 94 countries, Australia uses emojis the most at work, closely followed by our Kiwi friends. 👑🇦🇺🦘🐨
Emojis can help promote inclusivity, equity and diversity
Every year, new emojis are added to ensure that everyone feels represented from a cultural, disability, gender, or sexual orientation perspective.
According to a recent study by Adobe, 71% of emoji users agree that inclusive emojis can help spark positive conversations about cultural and societal issues, while 75% think that inclusive emojis can help raise awareness of diverse groups of people.
Considering the impact brands have in shaping culture, when done well, this represents a great opportunity for marketers to show their support and bring more inclusivity in their communications.
Many prominent brands and artists are leveraging emojis in their communication strategies
There are hundreds of brands that have successfully used emojis to bolster engagement and drive sales.
Brands like Domino’s Pizza, Pepsi, Durex, Taco Bell and Cheapflights have developed fully emoji-led campaigns to connect with their audience and improve engagement through social media.
Created via AI (Midjourney) by Amaury Treguer
Many celebrities and artists have also taken advantage of emojis to connect with their audience.
Last year American rapper Gunna released a track entitled ‘Pushing P’ for ‘Positivity’ using the 🅿️emoji which became a viral phenomenon online with thousands of people utilising the icon to promote positivity around them. Or, earlier this year, English record producer Fred Again promoting his work in Australia using the spouting whale emoji 🐳 announcing that something big was coming.
And while emojis can play an important role in brand communications, you need to use them wisely.
Emojis may have different meanings for different generations and different cultures, making it important for brands to do their research before slapping something that is seemingly innocent, but seriously offensive on their social post or billboard. Sticking to popular emojis as a starting point is always a safer bet.
Brands across all categories from banks to fashion brands are tapping into the power of emojis. Done correctly, they represent an effective way to engage your audience in a language they’re used to speaking.
With World Emoji Day today, it might be the perfect time for your brand to think about how you could leverage them as part of your brand communications. 🙌
Amaury Treguer is the co-founder of Bread Agency.
yep the oxford comma pedantry is getting tired. These are as much a part of our language as any word. The courts in Canada agree
https://www.theguardian.com/world/2023/jul/06/canada-judge-thumbs-up-emoji-sign-contract
User ID not verified.
Thanks for sharing, I didn’t see this before – that’s certainly a more recent example.
User ID not verified.