Emoji marketing: why it works!
Even though World Emoji Day has come and gone–this day dedicated to emojis is always July 17th!–emojis still deserve to be recognized for how popular and ubiquitous they continue to be in our technologically-driven world. In fact, according to the 2015 Emoji Report by the Emoji Research Team, 92% of the online population uses emojis, approximately 50% of all Instagram posts contain emojis, and six billion emojis are sent daily around the world via mobile messaging. Companies have become aware of emojis’ potential to connect with and relate to consumers, thus leading to increased usage in business marketing ploys.
Why is emoji marketing successful?
On July 12, 2016, Appboy released results to a survey,”The Rise and Rise of Emoji Marketing.” This survey found that the number of active campaigns containing emojis has increased by 557% in the last 12 months. According to Appboy, this finding translates to more than 700 million emoji messages sent last month–compared to 400 million in January and 145 million 12 months ago.
Furthermore, Appboy discovered that the majority of survey participants (approximately 63%) had positive sentiments towards emojis. 87% reported using them in personal messages, while 68% said that they received one or more of the emoticons via some medium daily.
In regard to marketing, 52% of survey respondents said they perceived brands that use emojis as “fun and relatable.” Appboy explained this positive perception by arguing that “emojis activate the same region of the brain associated with emotional processing,” and “campaigns that leverage emotional content perform TWICE as those with rational content.”
Evidently, these “emotional” emojis are a smart way for companies to increase consumer engagement and market their products or services.