I was recently working from home when my six-year-old wandered over to the computer to see what I was doing (and to see if she could worm her way into the chair to play games).
“Are you writing an email?” she asked me.
I told her I was posting to our company Facebook page. She doesn’t understand what that means yet, but I knew what her next question would be (and I was right): “Are you going to put an emoji on it?”
I tried to explain what “professional setting” meant. She got bored and walked away.
She knows little of the internet and social media, but she knows email and she knows emojis. And who can blame her? Emojis are fun to use in text messages and emails to your family and friends.
Ironically, a few hours later this article from Forbes caught my eye, “How Emojis Have Made Their Way Into Business :-)”.
Read the full article for a bit of emoji history, but this section was what stuck with me:
Ad technology companies like Emogi and Snaps are at the forefront of using emoji marketing to prove measurable ROI. When IKEA wanted to be top of mind as people discussed shopping for college, they worked with Emogi to create and send custom IKEA stickers to consumers who expressed interest for the brand, talked about going back to school, or used positive emojis.
The campaign was a success: People actively engaged with IKEA’s custom stickers more than 25,000 times and included the custom stickers in college conversations more often than traditional school-related emojis.
Messaging marketing platform Snaps also helps brands manage and measure their emoji and sticker ad campaigns by tracking how emoji usage increases campaign shares and views. “We can show it drives scale and real ROI and that the media buy has been effective,” Christian Brucculeri, CEO of Snaps told Digiday, “A low six-figure investment can deliver millions in media value.”
Emoji ROI? I wouldn’t personally put a lot of stock in using emojis in your everyday business correspondence, but as a social media manager I have indeed used emojis on sporadic, appropriate occasions (mostly on Instagram). I’ll have to keep an eye out for emoji ROI in the future.
(Insert winky face here.)