January 10, 2021 | 5:00 am
The use of emojis in brand tweets increases consumer interaction with posts, study shows.
“The results show that the mere presence of an emoji in a brand’s tweet increases the number of ‘likes’ and shares by consumers. It also shows that more emojis in the message amplify the effect, ”explain study authors Ethan Pencer, associate professor of Marketing at Saint Mary University, and Lindsay McShane, associate professor of Marketing at Carleton University.
Faced with the changes caused by the COVID-19 pandemic, which led millions around the world to work and study from their homes, emojis have been baptized by some as ‘the new body language’, as they help express emotions and feelings in the absence of face-to-face contact, they explain in an article in The Conversation.
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“The evidence suggests that emojis convey certain messages and emotions better than words. They can help define the personality of a brand and even create a difference in the click-through rate and in the general levels of interaction ”, detail the specialists.
The specialists first analyzed thousands of tweets from famous personalities and brands and, subsequently, carried out controlled exercises that showed the mechanism of impact of emojis.
“Brands can give a sign of joy by putting emojis before the main text, as a preview of things to come, particularly when the emojis are closely related to the text that immediately follows,” Pencer and McShane explain.
Four recommendations for using emojis
-Know your audience. Find out if your customers use emojis normally, and if the playful style of emojis doesn’t match your audience or your brand, don’t use them.
-Understand your brand. The use of emojis gives a relaxed tone to communication, which does not always coincide with the personality of each brand. If you want to give a sign of warmth and closeness to customers or want to evoke feelings, they can be a good option. But you must be aware that emojis are not strongly associated with characteristics such as competence or aptitude.
-Define your message. Emojis can help you avoid misinterpretation of messages, raise their clarity, and convey emotions, provided they are targeted at the right audience.
-Know the emojis. The meanings of emojis can change over time. The fist emoji (👊) started to illustrate a hit, but is now used as a sign of support (“fist bump“) And the clasped hands emoji (🙏) may mean prayer to some, but the general public uses it to say thank you.