No Fits-all Formula for Twitter’s Branded Emojis

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No Fits-all Formula for Twitters Branded Emojis
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Twitter emojis are making heads turn, quite
literally. Although this latest Twitter tool
hasnt been here for long, its already being
loved and adopted by the biggest of
brands. Pepsimoji by Pepsi is just one example
of the massive scale at which big brands are
embracing newer ways of engaging with an audience
obsessed with gifs and emojis. According to Brad
Jakeman, President of PepsiCo, If a picture is
worth a thousand words, a picture with Pepsi
stickers can really spark a conversation. But
before delving into the why and how of using
branded emojis on Twitter, lets talk a little
bit about what they are.
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Introducing Branded Emojis on Twitter

• To give them a textbook definition Emojis are
  those tiny graphics on a smartphones touchpad
  that we smartly substitute for feelings,
  expressions, and even words. Twitter was quick to
  observe a rise in the usage of emojis and tapped
  into this new trend. It came up with an ingenuine
  (and highly effective) way to help brands connect
  better with an audience that loves to interact
  through emojis. Using branded emojis on Twitter,
  businesses can
• Engage more effectively with millennials, an
  audience that is tech savvy and wants instant
  gratification.
• Communicate with minimum words and maximum
  impact
• Target, reach, and connect with people based
  on their passions and interests an exercise
  thats easier done than said by the means of
  emoji keyword targeting feature in Twitter ads.

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Are Branded Twitter Emojis Right For You

• A quick glance at the A/B test results run by
  Larry Kim, founder and CTO of WordStream, would
  make any marketer qualify twitter emojis for
  their next engagement strategy. But then, just
  any A/B test run for a completely different
  audience does not prove emojis to be that
  ultimate magic wand that transforms your
  marketing campaign. Before investing in this
  engagement strategy, you should clearly bifurcate
  the Dos and Donts, so as to steer clear of
  failures.
• The DOs
• Use emojis that are easy to comprehend. Take
  a cue from the most famous emojis worldwide.
• Be creative, but only just. Get your audience
  involved and really engaged with very thoughtful
  but simple emoji guess games and quizzes. Check
  out this amazing campaign by Tampico to see how
  they got their audience hooked.
• Use copy that supports visuals. Simply
  assuming that everyone understands emojis can
  render your marketing communication abstruse.

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• The Definite DONTs
• It goes without saying that aligning your
  brand image with your marketing strategy is the
  key to long-term success. Your business shouldnt
  have anything to do with emojis if they dont
  match your brand image. That explains why Donald
  Trump, who targeted Americas youth, achieved
  moderate to great success with clever use of
  emojis, while for Hillary Clinton, they backfired
  epically.
• Using emojis can be a tricky affair when
  dealing with an audience that does not want fluff
  or ambiguity while interacting with a brand.
  Avoid emojis if your target audience is business
  class and professionals.
• Even with the right audience, overusing or
  stuffing emojis isnt going to give you that
  adrenaline shot of success. The ChevyGoesEmoji
  is a classic example here.

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• Getting Started
• While stats and stories tell tales about how
  emojis have helped brands drive engagement, they
  cant establish if emoji marketing is meant for
  you. As a brand manager who has to prove ROI on
  his efforts, at the end of the day, it is
  important to answer the following to get a clear
  yes or no on branded Twitter emoji as an
  engagement strategy
• What kind of a brand are you fun, serious,
  cool, sophisticated, posh?
• Who is your campaigns target audience
  business people, professionals, students,
  politicians, teenagers, women, men, children
  etc.?
• What is the objective of your Twitter
  campaign Creating awareness, generating demand
  for a product, or driving sales?
• How would you execute your campaign
  Budgeting is crucial, and so is deciding on the
  channel of engagement. Will you be solely using
  Twitter or aligning it with your overall
  marketing strategy to reach a wider audience?
• Now that you have a perspective on the branded
  twitter emojis, would you give it a try?

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