If some users ignore it, SEO professionals know it well: these images are above all words, since they are systematically associated with a tag. From then on, conversational analysis tools were developed. However, these tools, called Social Listening, most often automated, will only serve companies in their digital strategy on the condition that they see beyond all this data and that they focus their attention on some particularly emblematic ones. This need for recourse to expertise becomes more significant as emojis impose themselves in language, to the point of fundamentally transforming our writing. In 2015, faced with this emerging phenomenon, an American study reported its results: more than 90% of the world population present on the Internet expresses itself through emoticons. A figure that has been growing since. Their proliferation is therefore to be considered in Big Data for any company concerned with understanding its communities.
Thus, the emoji has become the symbol of the digital generation ( digital native), called Generation Z (or Millennials). Moreover, this fall, the MOMA (Museum of Modern Art) in New York is coming to Paris and will be presenting an exhibition entitled “Being modern” at the Louis-Vuitton Foundation (from October 11, 2017 to March 5, 2018). No less than 200 works will be exhibited, as so many witnesses of a new era, including 176 emojis that joined the collection of the prestigious American museum at the end of 2016. MOMA Emoji Collection, New York Turkey Phone Number List semantic phenomenon has been spotted by several brands or certain companies as part of their digital strategy. Some of them, like Coca-Cola, Pepsi or Ikea have created their own emojis in order to decline their products in keywords. This allows them to analyze their community and their preferences for objects, while becoming an advertising medium.
Explosion of new data: the emoji
The e-marketing approach must therefore focus on joint action and analysis .This is how the WWF association launched its campaign in May 2015 to support its projects for the protection of endangered species. Seventeen emojis represented the animals concerned: elephant, panda, turtle so many keywords to find out which species were most popular with their community. Four other emoticons have been created, as a reaction medium. These are four monkey facial expressions, directly inspired by the “three little monkeys”, also called “wise monkeys”. It is not less a variation of smileys, that is to say emojis representing an emotion on a face (called “face”). In addition, these emoticons were associated with the hashtag #EndangeredEmoji. Note in passing the term Emoji present, which was connected to a pledge system. The engagement rate was at the rendezvous. Three months later, emojis had been used over 200 million times on Twitter.
They are not enough when it comes to initiating a strategy that allows a company or a brand to position itself in perfect harmony with its communities. Indeed, marketing studies often obscure behavior on the Web. And conversely, e-marketing analyzes do not always tie in with major sociological trends, hardly knowing what to do with so much data collected. Thus, when the very famous magazine an article on the trend called “botanical design”, she omits to cite the proliferation of “nature” emojis, which – not only corroborates this trend – but also allows to push further in the understanding of these communities. Thanks to this kind of data analysis, the brand can then position itself by having a better knowledge of the associated keywords . Does your community react more to plants or flowers? Is there a preference according to whether the audience is male or female?
The emojis of your communities on the couch of our experts
But the data analyst knows it well, these images are very rich in semantic terms, if only by the keywords with which they are associated. Just five years ago, barely 10% of texts posted on Instagram had an emoji. Today, nearly half of the posts include it. This is a profound change, but not surprising when you consider that a communication with an emoticon generates twice as many clicks . Emojis, emoticons: mirrors of your communities Ikea Emoji Emojis can turn out to be real levers as part of a well-developed digital strategy . Emojis, emoticons: mirrors of your emojis as part of its #EndangeredEmoji campaign The explosion of certain images deserves that companies stop there, because these data are as many indicators on trends, current or emerging. Social Listening tools then reach their limits. Is the flower more engaging than the tree, etc.
Coming from the SMS language as part of a conversational relationship, emojis have won over the consumer 2.0 to express an opinion on the brand, a product or a service. This coded symbolic language is called “minimalist communication” because pictures have supplanted words. A real phenomenon, these emoticons have therefore probably not yet said everything about their data; especially when you know that a picture is worth a thousand words! Their consideration is still too marginalized or reserved for large groups, while they closely stick to the emotions of your communities. This is explained by data analysis professions which are only emerging. However, to succeed in perceiving what the emojis say about your communities, in order to better reference you later, you must be accompanied by experts who will know how to activate not only technical skills, but also sociological skills.