Emojis In Social Media Marketing: A (Somewhat) Sticky Topic
Saying no to trendy writing “tones” gets a thumbs-up in our book. Incorporating emojis into your company voice repertoire is another matter altogether though, interestingly enough.
More and more brands have begun to pop emojis and emoticons into their social media content. Now, while plopping either of these into articles or blog posts may be a questionable choice, you might be tempted to at least slip them into your link captions and/or descriptions on some of your social media channels.
Our take? Consider your audience and your company’s standing in your industry before tossing out the cartoony faces.
A younger demographic probably will not be super opposed to this, granted that it is done well. Don’t go overboard though; think of an emoji as an explanation point of sorts—sure, sprinkling one in occasionally can lighten the mood or emphasis a point, but if you throw a bunch of them into the mix, it can be a bit off-putting. Also, be sure to research any pop culture meanings beforehand. An eggplant emoji is no longer JUST an eggplant emoji, you know?
If you are catering to an older customer base, you may want to simply steer clear of emojis and emoticons, especially if you are in a rigid field where playfulness might lead to a tarnished reputation in potential clients’ eyes.
One general rule of thumb that you might consider borrowing either way is to only use emojis or emoticons in social media responses to users who comment or reply to your posts. This way, someone skimming your page will likely not be distracted by them and you can evaluate how these will probably be received by a given individual, rather than an entire social media audience.
Last but not least, double-check that any emojis/emotions can be viewed on all devices; an error “x” is not a great look.
Have fun out there!