The use of emotion in advertising is a tested and true tactic. In fact, appealing to consumers’ emotions is key to improving overall customer experience and increasing brand loyalty. According to a recent Persado report, emotional content can increase the effectiveness of advertising as much as 70%. In digital advertising, emotion can be conveyed not only through the use of compelling copy and creative but also with emojis.
Utilizing emojis allows digital advertisers to appeal to specific emotions in a way that other, longer, more traditional forms of content may fail to. Emojis are also ideal for distracted on-the-go consumers who are increasingly inhaling content on ever-shrinking mobile screens. A study conducted by Appboy analyzed 9,400 mobile marketing campaigns and found that the use of emojis grew 1,071% on Android and 662% on iOS within the past year. Overall their findings indicated that the use of emojis in mobile and email marketing messages has increased 775% year-over-year.
Additionally, emails containing emojis have jumped more than 7,000% in recent months and the use of emojis in advertising has shown a steady 20% increase month-over-month this year.
Considering these staggering advertising numbers it’s no surprise that social media platforms are stepping up their emoji game, and in particular, Twitter and Snapchat.
Twitter has previously rolled out custom emoji hashtag combinations for major events, films, and individuals. Events graced with custom emojis in the past were sporting events such as the FIFA World Cup, the Super Bowl, and the Australian Open. Twitter continued that trend this month with eight tournament-specific emojis for March Madness.
Last November, One Direction teamed up with Twitter to conduct a global competition to find their biggest fans, which included the launch of four hashtag linked emojis, one for each member of the boy band.
Additionally, for Pope Francis’ official visit to the United States last fall, Twitter unveiled four different location specific hashtag emoji combos for each city on the papal itinerary.
This week, Twitter bestowed a custom emoji on T-Mobile’s CEO John Legere who is known for his blunt and upfront unique engagements on the platform – interacting directly with fans and competitors alike. Now if anyone adds the hashtag #tweetjohn to their tweets his new custom emoji will appear.
As reported by Fortune on Friday, Snapchat purchased Toronto-based Bitstrips for $100 million in hopes to bolster their advertising capabilities and revenue. This acquisition provides Snapchat with Bitstrips’ Bitmojis emoji-creating mobile applications for iOS and Android.
Yesterday, Snapchat issued an app update that includes several added chat featuresas well as twelve new emojis. One new feature is the introduction of the “snapstreak” which is initiated between friends that snap each other at least once a day. When the streak begins a fire emoji appears next to your friend’s name. If the streak is about to end, an hourglass emoji appears next to their name instead as a warning. It is important to note though that only snaps, not chats, keep the snapstreak going!