On Wednesday, the social platform announced that marketing pros can now send targeted ads to users who have recently used emojis in their tweets—so don’t be surprised to see a Domino’s ad if you’ve recently used the pizza emoji or a more somber ad if you’ve been tweeting crying emojis.
Twitter announced the feature in a company blog post:
Now, advertisers can target people who have recently Tweeted or engaged with Tweets featuring emojis with the help of select Twitter Official Partners: AdParlor, Amobee, HYFN, Perion, SocialCode, and 4C. This new feature uses emoji activity as a signal of a person’s mood or mindset — unlocking unique opportunities for marketers. Now, brands can:
Connect with people based on their expressed sentiment
Target people who Tweet food emojis
Reach people based on their passions
Adweek further explained how marketers can use the feature:
With emoji targeting, Domino’s and Pizza Hut can target people who use the pizza emoji. Or maybe brands advertising during Tour de France will want to engage with anyone who uses the guy on a bicycle. Brands can also strike a somber tone with anyone that uses the crying face. (Kleenex, anyone?)
CNET reported that more than 110 billion emojis have been tweeted since 2014, giving marketers plenty of fodder:
With more than 110 billion emojis tweeted out since 2014, this could be a massive cash cow for advertisers. Twitter says marketers will be able to use emoji activity to determine a person’s mood and then “connect” with them, in turn driving “deep engagement and better performance for brands.” And here you were thinking Twitter was all about hashtags and flame wars.
PC Magazine’s David Murphy wrote that emojis are “just graphical representations of words.” Marketers should look at Twitter’s new feature as an extension of delivering ads to consumers who have recently searched for similar keywords or key phrases—or Pinterest users who have saved pictures that tie in to your products and services:
The move isn’t that monumental if you consider the fact that emoji are really just graphical representations of words. So, if you’re feeling sad on Twitter and post a tweet indicating that, it’s possible you might get hit with advertising that’s trying to target your particular mood. That’s exactly what emoji-driven advertising will do, too. We only hope it’s a bit more subtle than “if crying face, advertise Kleenex.”
It’s not just consumers that are embracing the symbols as a regular part of communication. Brand managers’ use of emojis is also rising, Shel Holtz, principal of Holtz Communication + Technology, wrote:
Brands have taken to emoji like a squirrel to a bird feeder. Household names that have tweeted, Snapchatted, Instagrammed, and otherwise distributed messages containing (or made up entirely of) emoji include Oreo, Bud Light, GE, Taco Bell, Miracle Gro and basic cable station Comedy Central (among hundreds of others). Some brands have produced their own emoji keyboards, including Coca-Cola, Burger King, Ikea, and basic cable channel FX. (I’m particularly fond of the Archer emojis.)
For marketers balking at marketing to consumers based on their emoji use—much less using the symbols themselves in marketing messages—Holtz advised to jump aboard the growing trend.
Even Oxford Dictionaries got on the bandwagon when it named the “tears of joy” emoji as its 2015 Word of the Year.
How will this feature affect your marketing efforts, Raganreaders? What are your thoughts on marketing and emoji use?
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