In honour of World Emoji Day, celebrated annually on July 17, this post explores how these small icons have transcended casual chats to become an integral part of culture and business. While most emojis can be interpreted as they are, some emojis have stood out as slangs, creating their own unique meanings and connotations that go beyond their original representations. For instance, 😂,🍆, 🔥 🍑, 💯(if you know, you know 😉).
History of Emojis
Emojis have evolved considerably since their inception in 1999 by NTT DOCOMO, the Japanese national carrier. Initially comprising a set of 176 icons designed by Shigetaka Kurita, emojis were intended to convey information in a more expressive and concise way than text alone. Over the years, as mobile technology and social media platforms grew, so did the use and variety of emojis.
Apple's introduction of emojis to the iPhone in 2011 marked a significant turning point, bringing these playful icons into mainstream Western culture. With the Unicode Consortium's continuous expansion of the emoji library, emojis now cover a wide range of expressions, objects, and symbols that reflect global diversity and trends. Today, emojis are not just a part of casual communication but also a vital tool in marketing, advertising, and brand engagement.
Same emojis, different meanings
As a true testament to their ever changing nuances and context, the following 10 emojis are commonly used by both Millennials and Gen Z, yet convey drastically different meanings. (source)
💀 (Skull Emoji)
Millennials: signify playful exhaustion.
Gen Z: express something hilariously funny.
🤡 (Clown Face Emoji)
Millennials: just a clown
Gen Z: call out foolish behavior
😭 (Loudly Crying Face Emoji)
Millennials: sadness or frustration
Gen Z: indicate something overwhelming positive
😅 (Grinning Face with Sweat Emoji)
Millennials: actual sweaty situations
Gen Z: stressed out but fine (sarcastically)
👍 (Thumbs Up Emoji)
Millennials: genuine sign of approval
Gen Z: good job (sarcastically)
🙏 (Folded Hands Emoji)
Millennials: high-five
Gen Z: thank you / hoping for something
🔥 (Fire Emoji)
Millennials: lit
Gen Z: lit
👀 (Eyes Emoji)
Millennials: something is odd
Gen Z: listening / interested
🙃 (Upside-Down Face Emoji)
Millennials: sarcasm or silliness
Generation Z: things are terribly wrong
⏳ (Hourglass Emoji)
Millennials: time is running out
Gen Z: someone is attractive
Where are brands on the emoji bandwagon?
Companies like Coca-Cola, Mentos, and Comedy Central have harnessed the power of custom emojis to build brand awareness and increase sales. For instance, Fox's text message campaign to promote the film "Miss Peregrine's Home for Peculiar Children" generated tremendous engagement with custom digital stickers of the movie's characters, far exceeding their initial goals.
Taco Bell’s Taco Emoji Launch
(Source: e-consultancy)
Taco Bell successfully pushed for the creation of a taco emoji, using it in a fun and engaging promotion where fans could message the taco emoji to get a free taco. This campaign generated significant buzz and showcased the potential of emojis in marketing.
WWF’s Endangered Animals Emoji Campaign
The World Wildlife Fund (WWF) launched an emoji campaign to raise awareness and funds for endangered animals. They created a set of 17 animal emojis and encouraged users to tweet with these emojis, donating a small amount for each tweet. This campaign not only raised awareness but also engaged a broad audience in a fun and interactive way.
Deadpool Emoji Campaign
(Source: Wired)
To promote the "Deadpool" movie, the marketing team used a clever combination of emojis on a billboard: a skull (💀), a poop emoji (💩), and the letter "L" to spell out "Deadpool." This innovative approach not only captured attention but also went viral, demonstrating the potential for creative and unconventional use of emojis in marketing .
What do emojis mean for brands today?
Let’s cut to the chase - do not create a marketing campaign around emojis unless you have the power of culture behind you. And we’re talking about Hollywood type of star power to make your emoji campaign a success. That said, done right, emojis are a great way to demonstrate how culturally-savvy your brand is to the community. Here are 5 tips to keep in mind when attempting to use this simple yet nuanced icons in your marketing communications:
Know the community
Different generations use emojis in unique ways. Research and understand these nuances to communicate effectively and authentically with your target audience.
Think Outside the Box
Creative use of emojis can capture attention and go viral. Using emojis sarcastically can demonstrate the confidence your brand has in understanding culture and community.
Increase readability
Emojis can break up long content formats and make it more engaging. Using emojis the right way can emphasize your point or highlight specific key messages within your marketing content.
Convey tone and nuances
With emojis, complex tones in messages can be communicated easily without long explanations or wordplay. This helps to trigger emotional responses in readers, and gives another dimension of brand communication.
In case of emergencies, ask before use
Emoji meanings evolve over time. Don’t try too hard to insert them into the communication materials unless absolutely necessary. Keep up with the latest trends by staying in forums like Reddit or Discord, or by following content creators. Less is sometimes more.
Conclusion
Emojis have proven to be a powerful tool in communication, transcending cultural and linguistic barriers. As they continue to evolve and adapt to new contexts, their influence in both personal and professional spheres is likely to grow, making them a permanent part of modern communication.
Congrats on reading this far! As a special gift, we’ll tell you why World Emoji Day is on July 17. 📅😉