You’re Doing It Wrong: How to Use Emoji to Drive More Engagement on Social Media

Can you guess what the 2015 Oxford Dictionaries Word of the Year was?

It was the “face with tears of joy” emoji.

That’s right. For the first time in history, they chose an image as their word of the year. The decision might be surprising for some people, but if you think about the way we communicate, you will soon realize that emojis have become a constant in our daily digital lives.

According to a study from Swift Media, 74% of people in the US alone use emojis regularly in their online communication. Not only that emojis have become the norm in online interpersonal communication, but they have also been taking the world of digital marketing by storm. According to a study by Socialbankers, more brands are using emojis on Facebook and Twitter than they did one year before.

So, it goes without saying that emojis are having their moment. But, are they here to stay? And, more importantly, should a small business use them to engage with consumers on social media?

Should You Use Them?

There are two important questions you need to ask yourself to determine if these pictograms are right for your small business:

• Do you want to use emojis because everybody else is doing it or because they can truly benefit your brand?

A lot of brands are using emojis because they don’t want to feel left behind. However, just because an online marketing trend is cool, it doesn’t mean it will benefit your company. If your local business is targeted at people over 40 years old, emojis have no place in your online communication. They usually appeal to young consumers and by using them you are simply alienating your audience.

• Are prospects already using emojis to talk about your business?

One of the best signs that emojis might be right for your business is whether your audience is already using them to engage with you. Search for your brand on Twitter and Facebook and see what words your prospects are using to discuss your brand. Are they using emojis? If yes, then that might be a hint.

How to Use Emojis to Boost Social Engagement

Numerous reports have shown that emojis can increase engagement and trigger emotions as long as they are relevant to your core message and your audience.

Here are some tips:

• Know How Your Audience Is Talking

The way people use emojis and what they signify varies by gender, age, location, or social class. Make sure you know how your audience speaks to one another before incorporating them into your social media strategy.

• They Must Fit Your Tone of Voice

Make sure that emojis fit into your existing tone of voice. If you are a small business targeting government clients, you will probably want to keep your online communication serious and professional.

• Make Sure They Are Relevant

An emoji can be worth a thousand words. But, if they are used in the wrong context, they can create a lot of confusion and ambiguity. Don’t use emoji just for the sake of jumping on the bandwagon. Ensure that they are adding value to your online digital marketing.

Incorporating emojis in your small business’s social media strategy should be a decision based on a deep understanding of your audience and your message. If they are used correctly, they can help you connect with your audience on a more personal level.