If you do not use emojis when reacting to good (or bad) news, then seeing people communicate using emojis during a conversation might feel a little like trying to read hieroglyphics: pointless, and quite difficult. However, despite your own feelings towards emojis, the fact of the matter is that your customers and competitors are using them (especially for social media marketing). 

Using emojis for your social media marketing strategy helps your brand to connect with your audience and can improve your brand building strategies. Platforms such as Twitter, Facebook, and Instagram are ideal choices for implementing and testing the use of emojis in your social media content. Not convinced that emojis are right for your brand? Below we look at how you can use them to improve your results. 


Emojis Must Make Sense


The first, and most important, tip to remember when using emojis in your social media marketing is that the emojis you choose should always make sense. Ask your content creators to research the original and cultural meaning behind the emojis you would like to use, in order to avoid a possible faux pas in your messaging. 

For example, if you would like to convey to your consumers that your product is a cut above the rest, you could use the “thumbs up” emoji and the “okay hand” emoji. Using food or animal emojis for this message will not make sense, and your audience will be confused. Confusing your audience will mean your message will not be understood and you will lose out on customer engagements and interactions. 


Opt For Organic Use


As well as making sense, your emojis should be used organically. The point of using emojis in messaging applications and on social media platforms is to convey a complicated message simply and effectively. Your meaning should always be clear, and you should never use only emojis to convey a message; they are in place to help and enhance the message. 

If you try to become too creative, you may end up with a fiasco such as the 2015 “Chevy Goes Emoji” campaign. The result was…not as enthusiastic as the Chevrolet social media marketing team expected it would be. Rather than using emojis organically, or in a way that seemed natural to consumers, Chevrolet caused massive confusion and this campaign became somewhat of a joke to consumers and other marketers alike. 


Always Be Appropriate


The emojis you use, or if you encourage users to interact with your brand with emojis, should always be appropriate and should never be used to make light of a serious situation. Using emojis for a serious message might not come across in the right way with consumers, especially if you are new to using emojis in your social media marketing strategy. 

Think about whether or not an emoji would enhance your message or if there is one which is appropriate for it. If you do not have an answer, then perhaps it is best to avoid using one. Be sure to look at what the different emojis mean before using any, and if any of your users reply to a post using emojis, decode the message to see if it is positive or negative before replying. 


Be True To Your Brand


Using social media marketing for your brand can be highly effective, but you should remember to remain true to your brand when using emojis and even hashtags.  For example, if you are fast-food brand known for its irreverent humour (Nando’s, we’re looking at you) then using emojis to sell your product is ideal and will work well. 

However, if you are a corporate or financial institution, it is likely that using “winking face” or “tongue out” emojis in your social media marketing will alienate your audience rather than engage with them. For small businesses and startups, using emojis can be effective as you may not be as established and can use this time to build your brand voice and messaging. 


Keep Tone In Mind


Now, this might not sound logical, but using specific emojis to reply to your consumers or in your content can change the tone of your messaging. For example, if someone asks for help regarding a product, and you reply with, “Why not head over to our website for advice,” followed by a winking face, you can come across as sounding sarcastic. This could alienate your consumers and cause them to engage with your competitors instead. 

Using emojis in your social media marketing strategy can help or hinder your brand, but using some simple tips can make it highly effective. The emojis you choose must always make sense and be integrated organically. They should also be appropriate for the message you intend to send and consistent with your brand. 

Want to improve your social media marketing strategy? Speak to NetMechanic today to find out how we can help you.