There’s clearly a growing divide between generations, especially with the constant trends highlighting the differences between Gen Z and Millennials. And it got me thinking: Are emojis still on trend?
Emojis have become a staple of digital communication and, when used correctly, add colour, personality, and emotion to digital conversations—helping brands connect with audiences on social media in a fun and engaging way. But when it comes to advertising, particularly for professional audiences like the C-suite, emojis can be a double-edged sword.
Here are a few useful tips on when emojis can enhance your message and when it’s better to leave them out.
Where emojis work well
In more casual or consumer-focused industries, emojis can greatly enhance social media engagement. Research shows that posts with emojis on platforms like Facebook and Twitter often see a significant increase in likes, shares, and comments. Emojis break up text, add visual appeal, and can convey a wide range of emotions succinctly
Examples of effective emoji use:
- E-commerce brands: Emojis like or can be used to promote a sale or exciting new product launch.
- Lifestyle brands: or or ✨ can enhance a brand’s image by adding personality and a sense of fun to posts about wellness or fashion.
- Food and beverage brands: or or can make posts more playful and appetising, helping to promote new menu items or special offers.
- Travel brands: ✈️ or ️ can evoke excitement and adventure, perfect for highlighting travel deals or destination highlights.
Where emojis fall short
When communicating with C-suite executives, emojis can undermine the message. In industries like finance, legal, or B2B services, professionalism is key. Using emojis in these instances can make your brand appear less serious and even unprofessional.
Here’s an example of a respected B2B business announcing good news on social media with emojis:
“Big win today! We’ve closed a major deal with our new partner . Looking forward to celebrating with the team! #Success #OnToTheNext”
And here’s a professionalised version without emojis:
“We are pleased to announce the successful closure of a significant deal with our new partner. We look forward to continued collaboration and future achievements with the team.”
Analysis: This revised example uses a more formal tone, suitable for professional communications in industries where maintaining a serious and respectful image is essential. It avoids the casual tone and excitement that emojis bring, keeping the message professional and focused on the achievement itself.
Of course, some companies do use emojis in professional settings, and it suits their brand. The key is ensuring it aligns with your brand’s tone and audience expectations.
Accessibility concerns with emojis
Beyond audience appropriateness, there’s also the issue of accessibility. For individuals using screen readers, emojis can be particularly problematic. When a screen reader encounters emojis, it will read out the full description (e.g., “smiling face with love heart eyes emoji”). When posts are loaded with emojis, this can make the content long-winded, difficult to follow, and frustrating for users who rely on assistive technology
To avoid alienating these users, it’s best to use emojis sparingly and ensure that essential information comes before any emojis in a post. This improves the overall readability and accessibility of your message.
Generational differences: Millennials vs. Gen Z
Although Millennials and Gen Z are both likely to respond positively to emojis, their interpretations and usage differ. Millennials tend to use emojis to express humour, emotion, and emphasise points, while Gen Z uses them in more nuanced ways, often blending sarcasm or subtle meanings into their usage
- Millennials: Emojis like , ❤️, and and are commonly used to express emotions or reactions. For them, emojis can make communication feel more friendly and personal.
- Gen Z: They often use emojis with different or even ironic meanings. For example, the skull emoji is often used by Gen Z to indicate laughter, but not necessarily in a literal sense.
When targeting these younger generations in social media ads, emojis can be highly effective, as they feel natural and engaging to these audiences. However, for older generations like Gen X and Baby Boomers, emojis might feel unnecessary or even confusing in professional contexts, making it crucial to tailor your use based on your target demographic.
Striking the right balance
Ultimately, there is a time and place for emojis. On one hand, they can inject some fun and energy into your posts, on the other hand, is that what your brand portrays? The best approach is to use them thoughtfully and in moderation.
Think of your brand tone and your audience. An emoji can highlight key messages, drive attention or evoke a positive emotional response. However, in professional and formal settings, it could be deemed as unprofessional.
Conclusion
Emojis are a powerful tool in social media marketing when used appropriately. Remember, anyways consider the accessibility and usability, ensuring that your content remains clear and inclusive for all audiences.
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