Should we use emojis in corporate communication and marketing?

17 July 2019 0

Should marketers and business professionals be using emojis in corporate communications and marketing campaigns? Let’s look at some of the dos and don’ts of using emojis and whether the increasingly prevalent trend for emojis in how we relate to one another indicates that we should embrace the emoji within business communications too.

You’d be forgiven for thinking there is a “day” for everything and now fans of the emoji will be able to let loose with all the smileys and dancing ladies on Wednesday 17 July in celebration of World Emoji Day. 

With that in mind, perhaps it is time to chat about whether the humble smiley face and friends – now a worldwide phenomenon in everyday communication – has a place in the office. Should marketers and business professionals be using emojis in corporate communications and marketing campaigns? Let’s look at some of the dos and don’ts of using emojis and whether the increasingly prevalent trend for emojis in how we relate to one another indicates that we should embrace the emoji within business communications too. 

Emojis are a rapidly growing new “language” and certainly something to be explored. Emojis have been in worldwide circulation since 2010 and by June 2018 over 2,823 were available with more being added all the time. (Read more about the history of the emoji in Hubspot’s The Ultimate Guide to Using Emojis for Marketing). 

Considerations for using emojis in corporate communications  

If you’re not sure about whether it is appropriate to use emojis in an email, social media post or corporate communications, it’s worth considering this quick checklist: 

Let’s unpack some of the do’s and don’ts of using emojis… 

 Should I Use Emojis: Go for it… 

Using emojis in social media posts and consumer facing communications to promote your brand and share your messages is an effective way of being more relatable and adding personality. However, be careful about using emojis in corporate social media or B2B communications – use sparingly!  

 Should I Use Emojis: Lay off the smileys 

Misunderstanding an Emoji 

So should I use emojis in corporate communication or not?  

It all comes down to your marketing strategy and organisation’s tone, audience and purpose of communicating. We’d recommend using emojis sparingly and mindfully, making sure. As with the change in trends and progression of digital communications it is always best to sense check first, especially if this all feels very new and alien. Using emojis to interact and express ourselves will only become more common place as the visual language continues to gain traction so it is worth considering how or drawing up guidelines in your comms strategy so there is consistency and to avoid the pitfalls.  In their guide to emojis, Hubspot have helpfully summarised some of the benefits of using emojis in marketing and communication and suggest that “they boost engagement, humanize your brand, and extend your communication beyond words.”  

Fun stats from the Brandwatch Emoji Report (from 2018):

😀 The month with the highest volume of emoji use was in July 2016, seeing 293 million. This was partly due to the UK’s European Referendum. 

😀 In line with general Twitter conversation, emoji usage spikes at 9pm. However, negative emoji dramatically increases in the evening. 

😀 In a similar light, the volume of positive emojis increases in the run-up to the weekend – well there’s a shocker! 

😀 Since September 2015 the volume of tweets containing a brand name and an emoji has grown by 49%. Brands are now much more likely to use emojis when communicating with their audience and consumers are more likely to use emojis when engaging with brands. 

If you’d like to improve your corporate comms strategy, then NGI Solutions would be delighted to help. Find out more about the services we offer on our expertise page or contact us to discuss your needs further.

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Hannah Lambert

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