The smiley face. The heart eyes. The raised hands. Whether you love ‘em or hate ‘em, emojis are everywhere!
But should they be in your organization’s marketing? Well, that all depends on your organization’s audience. Every organization and industry is different. If your audience is a little more buttoned-up, then it might be best to forgo emojis. But on the flip side, if your audience is a little more laid back, then emojis could be a great way to showcase your organization’s personality and better connect with them.
Not sure where your audience falls? Do a little market research. Talk to your members, experiment on social media, and do a little A/B testing with your emails. See what your members (and prospects) respond well to, and then go from there.
Now let’s say you are interested in trying out emoji marketing. Well as with most things, there ARE a few best practices. Take a look!
1. Use them in moderation
Emojis are great...in moderation. The last thing you want to do is go completely overboard. Too many emojis not only takes away from your message, but can diminish your organization’s professionalism - which is the total opposite of what you’re trying to do with your communications.
When just starting out, use one emoji here and there - two max. Not every message needs or warrants an emoji. Which brings us to our next point…
2. Be purposeful
There should be a clear reason for using an emoji (or emojis). They should be used to enhance your message - to showcase your organization’s personality or to grab attention, for example. Never use an emoji just to use an emoji. Always be purposeful!
3. When in doubt, leave out
If you’re ever in a situation where you’re not sure if an emoji is appropriate or not (Will it come off as cheesy? Will it diminish our professionalism?), it’s best to just forgo. Like words, emojis are used to communicate. So if you think an emoji will take away from your message or send an undesired message, backspace, backspace, backspace.
4. Factor in the platform
Let’s say you’re publishing a message across multiple platforms - Facebook, Twitter, LinkedIn, Instagram. Do you treat those messages all the same? Do you emoji some and not others?
Well, again, emojis are just like words in the sense that they’re designed to communicate. You likely communicate differently according to platform (more buttoned-up on LinkedIn, more conversational on Instagram), and that means what’s appropriate for one platform may not be appropriate for another.
A good rule of thumb is to base emoji use off your tone. Is the tone of your message fun and lighthearted? If so, an emoji is probably fine. But if your message is a bit more straightforward and formal, then maybe save that emoji for the next time (or a different platform).
Emoji marketing is fun! It’s a great way to connect with your members in a more informal way, particularly on social media.
For more tips on engaging your members - and prospects - on social media, check out our free Small-Staff Guide to Social Media below. In it, you’ll find best practices and post ideas for Facebook, Twitter, LinkedIn, and more!
Can you say 🙌? Enjoy!