Prologue

World Emoji Day is celebrated every year on the 17th of July, every year. There’s a reason for that which is the increasing popularity of emojis. Emojis have dynamically evolved as both independent & text-supplementing platforms.

For the marketers facing the dilemma should B2B brands use Emojis in their content, the definite answer is yes.

Emotions were gradually replaced by emojis. Emoticons were first used in 1982 by computer scientist Scott Fahlman, whereas Emojis were developed in the late 1990s by Japanese communication firm NTT DoCoMo.

Emojis are graphic symbols representing facial expressions (e.g. smiling), gestures (e.g. thumbs up), objects (e.g. vehicles) and even actions such as dancing.

Emojis have gained popularity rapidly in smartphone text, emails & social media.

Sociological research is interested in how people with different demographic profiles (age, gender & culture) use emoticons & emojis, how it affects people’s relationships & how it fits the cultural contexts (Huffaker & Calvert, 2005; Sugiyama, 2015; Wolf, 2000; Kelly and Watts, 2015).

Research in computer science has primarily focused on using emoticons & emojis as a signal for automatically analyzing the sentiment of short messages, commonly tweets (Hu et Al., 2013; Novak et al., 2015; Hogenboom et al. 2013).

Keeping the above statistics in mind, the question should B2B brands use Emojis in their content remains worthwhile.

It has been discovered that positive emotions & emojis are used more frequently than negative ones (Novak et al., 2015).

Using emoticons and emojis as a cue for sentiment analysis of tweets results in better accuracy compared to using the linguistic text alone (Hogenboom et al. 2013; Hu et al., 2013; Zhao et al., 2012).

According to a survey by Time.com, 68% of the millennials said that they are more confortable expressing emotions using images such as emojis, GIFs, and stickers than through the phone conversations, while only 37% of those over the age of 65 agreed.

Emojis & GIFs are increasingly becoming popular & marketers can notice this.

Should B2B brands use Emojis in their content? The answer is definitely yes.

The following are the major benefits of using emojis in the content strategy:

 1. Emojis Promote Straightforward Communication:

The magic of emojis assures the swift delivery of vital messages. Messages to people need to be straightforward. Emojis complement text or even do excellently well in the straightforward statement deliverance. 

Learn more on: The Philosophy of Social Listening

2. Emojis Make it Easier to Communicate:

According to research by allacademic.com, emojis have communication with first impressions, emotional reactions & how well someone can remember certain messages that come out with some telling results.

Thus, emojis make it easier to communicate. On deep introspection, the answer to the question should B2B brands use Emojis in their content; is a definite yes. Using emojis not only makes the person one is conversing with feel positive towards you but it also helps them to remember what you actually told.

3. Gives a Proper Understanding of Context:

Understanding the correct meaning being reciprocated by the emojis & properly understanding the mediums on which the emojis are being used, helps the marketers bell the emotional indexes of the prospects to make the most of their marketing endeavors.

Learn more on: Why should you opt-in for B2B Contextual Marketing

4. Assists in Properly Respond to the Audiences’ Emotions:

Emojis play a vital role to respond to audiences’ emotions or comments online & helps epitomize the emotions being replicated by the content – by complementing the content strategies of the marketers online.

Moreover, millennials are twice as likely to prefer emojis over GIFs & phone conversations.

Since millennials compose a major chunk of the key decision-makers online, they are twice as likely to prefer emojis & GIFs over phone conversations as their preceding generations. So, there is another good reason to employ emojis in marketing for the brands speculating over: should B2B brands use emojis in their content.

Learn more on 5 Reasons to use Emotional Analytics in B2B Marketing

5. They Complement Emotional Dimensions of your Content Strategy & make it Holistic:

Another reason for people questioning: should B2B brands use emojis in their content, is the emotional flexibility that comes with employing. Using emoji for marketing makes indulging with the audiences a much smoother process both on the social media platforms as well as on the review platforms & even while creating email marketing campaigns.

6. Facebook Audiences Love to Express via Emojis:

According to a study by Lyfe marketing.com, Facebook advertising is the most targeted form of advertising & 80% of the Internet users use Facebook.

The recent statistics by Facebook answer the question revolving in the head of susceptible marketers: should B2B brands use emojis in their content?

Facebook statistics reveal that the mantra “emojis for engagement” holds true.

Averages of 5 billion emojis are sent each day on messenger.

According to a report by Socialbakers, around the world people still like post more than 95% of the times, most probably overwhelmingly.

However, Facebook users are now able to express diverse emotional reactions leveraging the new emoji faces – Love, Haha, Wow, Angry & Sad.

Moreover, according to Tinuiti.com over 4.75 billion pieces of content are posted daily on Facebook.

In such a situation, using a perfect concoction of emojis in your content strategy optimizes your marketing endeavors as the content that you use stands out.

Learn more on: How To Generate B2B Leads Using Facebook In 2020

7. Emoji marketing helps optimize your Twitter Engagement:

Should B2B brands use Emojis in their content? Well, yes & what better reason than employing emoji for marketing on Twitter.

The following methods establish How to use Emojis on Twitter:

  • Emojis can be effectively be used in brands’ offerings
  • Symbolism oftentimes overpowers the text, as they aren’t misleading & resonate with certain unique emotions. Using emojis for engagement marketing & showing appreciation are effective ways to deploy emoji for marketing
  • Emojis help in emphasizing on your tweet – particularly implying business emojis for building & driving engagement
  • Using Emojis helps users not too fluent with words to mirror their emotions correctly for brands & their peers to understand

8. Emojis in Email Marketing:

For those questioning: Should B2B brands use emojis in their content? Another reason to say yes would be using emojis in email marketing. Using emojis sparingly in the subject-line & the body of the text of the email marketing campaigns helps improve personalization for the end-users. An emoji marketing campaign fetches results in terms of greater engagement for B2B marketers.

According to HubSpot, using emojis in the email subject lines work on 60% of the occasions & boost the open rates by about 25%. However, marketers should only use the most relevant emojis or else the strategy can backfire.

Wrapping Things Up

For the marketers swinging in the mean with the question: Should B2B brands use Emojis in their content – emojis offer numerous benefits to be assuredly deployed as complimentary content strategies along with the text. B2B brands thrive on the ideology of delivering phenomenal services & optimizing their audiences’ experiences (UX).

Services are all about connecting with the customers by addressing their pain-points & helping them solve a problem. Emojis helps in authentically & convincingly reflecting on brands’ ideologies & showing the value propositions of their goods or services.

Mixing the right emojis along-side authentic text helps in striking the right emotional chord of the customers. Buying being more emotional than logical decision & more implicit in nature – emoji marketing can be directly co-related with optimized sales conversions.

Valasys Media employs its highly tailored B2B services to suffice an array of business requirements of our clients & to help them achieve their core bottom-lines as optimized sales revenue. Our specialized services include lead generation, account-based marketing, lead nurturing, event promotion services, list building services & content syndication services to name a few. Get in touch with our team of experts, for help with your marketing endeavors.

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