As communicators, it is important for us to keep up with how consumers communicate. If we fail to understand how people connect to each other, we could miss out on crucial engagements. If we fail to adopt the language and dialects people speak, we will remain on the outside of the communities we so dearly wish to be members of.
Naturally, then, it was only a matter of time before brands went headfirst into the land of emojis.
Emojis have exploded into popular culture. As text-speak continues to evolve, consumers are looking for more ways to make text more dynamic, and emojis are an easy way for people to do that. And if people want emojis, then brands will give the people emojis.
According to Swyft Media, six billion emoticons are sent every day on mobile messaging apps. It's about time brands start using them too.
It's getting easier for brands to make custom emoji keyboards. Startups like Snaps are creating custom keyboards for brands and for consumers to use when trying to display their affection (or affiliation) with them.
It's brilliant. Consumers want to be part of a story, not just a product. When brands can insert themselves in a story — in a text — a powerful relationship can develop.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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