The more we see and use emojis, the better we understand them collectively as a visual language. That gives you something to hold on to. And we’ve been practicing for over 10 years now. How you use emojis professionally does not differ substantially from how you fill in the other parts of your communication or marketing strategy. Do you want to include emojis in your tone-of-voice, visual identity or branding? Then it is good to first find out whether the concept, the visuals and the language resonate with your intended target group. Just like you would in a target audience survey when developing other elements of a branding campaign. Which emojis are popular within your target audience? And just as important, how are they used? For example, Burger King ventured to advertise their 100% free of artificial additives through the smiling poo, saying:
Domino’s Pizza took a different approach – this was before Manufacturing Directors Email Lists pizza-gate took the pizza slice as an emoji – and immediately improved the efficiency of their business by letting customers order with a pizza emoji.
As mentioned, the meaning or popularity of an emoji can sometimes differ per (sub)culture. This underlines the importance of target group research, preferably with a test panel with members from that target group. Also keep in mind that the meaning of emojis can shift over time (think of the . Keeping your finger on the pulse is therefore always a good idea. Brenda Speelman previously gave these 5 tips and discusses even more best practices for emoji use. This infographic will also help you on your way.
Fun facts about emojis
- The set on our keyboard has now grown to 3,633 emojis (September 2021). A few have since been added, such as the already beloved melting face. In mid-July, it was also announced that a few more are on the way, including a jellyfish, WiFi signal and maracas.
- There are also emojis that we all don’t really understand very well. For example, what would this pin with padlock mean?
- And did you know that the smiling turd ensures the highest open rates in email marketing? Well aimed of course.