Written by Smoak PR

Emojis in Marketing

Remember emoticons? Those little faces that you could type with just two or three keyboard characters? Since the early 2000s the way we communicate has changed from calls to text to live chats and FaceTime. Before the widely popular use of emojis, emoticons were infamous for communicating emotion via text.

Today, emojis are a large part of virtual communication. Through the reduced number of keyboard clicks, you can simply tap a variety of icons within your keyboard to convey a message and emotion. The emoji originated in Japan for use on Japanese cellphones. In 2008, they were discovered by Apple and became an official keyboard option within its software. Since that day, emojis have popularized into pop culture and online marketing efforts. In this blog, we will break down the advantages and challenges of emoji marketing:  


  • Enhance depth: Emojis have a way of adding depth and realism into the message that a brand wants to convey. The incorporation of imagery into text communicates tone on a deeper level. This enables content creators the ability to tap into a deeper realm of communication to touch human emotion and feeling.
  • Increase success in content shares: According to a study by WordStream, the use of emojis in marketing can increase twitter engagement by 25%, Facebook shares by 33%, and interactions on your post by 57%. These statistics back the fact that an emoji icon crafts a message to be more relatable and specific.
  • Humanize your brand: With emojis, creation of a more personal relationship with your audience is achievable. This is because the brand would essentially be speaking the every-day language of those reading this online engagement. They probably send that exact message to their friends over text or on social media, so why couldn’t your brand do it too?


  • Know your target audience: When using emojis in social media or email marketing efforts, there are a few aspects regarding message tone that by nature are less professional. To use emojis in marketing, it is critical to not only know, but understand who your target audience is. If the goal of your efforts is to engage with and reach a younger demographic or to be more personable and relatable, emojis are for you! If you desire to give industry insight, professional advice or remain formal, then emojis would not communicate the tone of your message effectively. 
  • Avoid overuse of emojis: The use of emojis is strong and increases engagement when used efficiently and effectively. The excessive use of emojis in marketing material distracts from the very message your brand is trying to communicate. For your message to not appear as spam or overwhelming to your target audience and viewers, carefully consider how the incorporation of emojis enhances your message. 
  • Select your message carefully: While the use of emojis to simplify and enhance a message may seem efficient, using less words in marketing efforts can also be harmful. A photograph or emoji can be interpreted in many ways, whereas a detailed message with text is specific and precise. The key to balancing this is by detailing your goals and objectives while also understanding the perceived effect of your marketing efforts. Tone and message quality is enhanced when text and emojis work together.

In conclusion, emojis have the potential to be incredibly helpful and effective in building your brand and creating a relationship with your target online audience, but it must be done in a precise and efficient manner. Make sure in doing so that you are mindful of the tone and possible interpretations of your message. While this trend is growing in popularity worldwide, it is important to make sure you are remaining intentional with how your brand communicates online!