In recent years, customer behaviour has changed. People have spent their time on the Internet, so many brands use social media such as Facebook and Twitter as communication channels to approach consumers. Communication on social media have to make content interesting in order to attract customers who may help brands to share their content. Hence, many brands have started to use emojis for conveying messages to their own customers and it’s becoming the latest communication trend.
What are emojis?
The Guardian (2015) have described that “Emojis are images you can incorporate into text, email, twitter, Facebook and chat applications to convey a message or an emotion. It is a shorthand way to communicate.”
Why do brands use emojis?
Many brands want to reach Millennials Generation who were borned on 1977-1997. They are essential targets that brands would like them to be their customers. This generation can be a brand representative because they always share interesting contents which they have seen. Using emojis in message may help brands communicate with customers easily because it can provide hilarious messages that can engage with their customers. Moreover, it may enhance brands’ content outstanding as well.
Which brands use emojis?
Since the beginning of this year, there are many brands that have used emojis for communicating with customers. I’ll raise two examples of brands that use emojis as below;
Coca-Cola: They have created #ShareaCoke Campaign for motivating people to share their breeziness. On Twitter, when customers tweeted #ShareaCoke, it will show clinking of two Coca-Cola bottles.
Taco Bell: This brand has created #TacoEmojiEngine. When customers have tweeted taco emoji and any emoji and mention @Tacobell, they’ll send back a combination of these two emoji which can be seen in figure 4.
Although, emojis may be fashionable, it can be one of the communication methods which can be engaged with customers. This maybe because it is a simple language which customers can easily understand and enjoy it. However, using emojis are not only inventive but also comprehensive in order to get customers completely understand completely messages that is sent by brands.
Brenner, M. (2015) The rise of the emoji for brand marketing. Available from: http://www.theguardian.com/media-network/2015/jan/26/rise-emoji-brand-marketing [Accessed 13 November 2015].
Chaey, C. (2013) Are Emoji Racist? Available from: http://www.fastcompany.com/3016256/fast-feed/are-emojis-racist [Accessed 14 November 2015].
Coca-Cola (n.d.) Share a Coke. Available from: https://twitter.com/cocacola/status/644930252821520384 [Accessed 14 November 2015].
TacoBell (2015) The Taco Emoji Happened. Available from: https://www.tacobell.com/feed/tacoemoji [Accessed 15 November 2015].