Appeared in the late 90s in Japan, then popularized by the first online messaging like MSN Messenger, smileys and emojis (in French, emoticons) are now invading the Marketing sphere! 
By allowing the introduction of simple emotions like the joy  or the surprise , they reinforce the reach of the message and the commitment of the customer.

A treat for digital marketers, and especially Content Marketing who increasingly want to create connection and authenticity with customers.

Last year, you may have seen the ad for Laforest on your screens, dusting off the codes of classic television communication.

 In particular, we see the smileys and emoticons accentuate the actors' performance in order to strengthen the viewer's adhesion. A first in France!

Emoji are everywhere!

This madness has even reached Google, which is now offering to drag emoji into its ads. Currently in the testing stage, this option could well be rolled out globally fairly quickly.

What are the reasons for the success of emoticons?

Why is it important to consider integrating it into your marketing campaigns depending on your target?

1 - To simplify the message

Simplifying an ad's message means making sure it's understood by everyone. Emoji play a crucial role in this. Beyond catching the recipient's eye, they serve to give meaning, regardless of the target.

By integrating smileys in an email subject line, for example, it allows the reader to understand what it is at a glance.

2 - To personalize the relationship

Customizing emoji to the brand's image is proving its integration into the digital age. It also means being able to create buzz by being relayed by Internet users.

For example, Kim Kardashian was one of the first to launch her own emoji, the Kimoji, to enhance her own brand (in this case herself...) 

It was notably followed by Star Wars as a new trailer was released.

Other brands, such as Kat Von D or Elle, have also created their own emoticon app (though this poses the problem of compatibility).

This method fits into a relevant Content Marketing approach.

3 - To play on universality and proximity

The paradox of emoji is that they give the recipient a sense of proximity while addressing the world. These little images cross the language barrier. No need for translation, they are universal and therefore particularly useful in a digital campaign international.

They also allow the recipient to feel close to the brand.

Forest shows this willingness to link emoji with daily life to create complicity and a sense of trust.

4 - To simply tell a story

The emotions represented by emoji are immediately noticeable to the recipient. No longer are we selling the product, we are provoking feelings in relation to it.

This makes it possible to storytelling with little or no text.

Where and how to use emoji

The social networks

They are already invaded by emoji! For a community manager, it is essential or even mandatory to use them to strengthen the brand image and visibility.

The Packaging

Customers may want to take pictures of themselves with the smileys or even collect them. This encourages purchase, and allows for effective relay on social networks.

Google ads

Emoji catch the eye in textual content. Focus on emoji that relate to the type of product or service being sold.

Traditional media

It brings some pizzazz to traditional communication. By breaking with the codes, you present another face of your brand!

The library of smileys is growing every day.

Soon, brands will be able to integrate their own emoji into the palette we already have on our smartphones.

So what are you waiting for to use emoji in your content marketing campaigns?