Emojis in Facebook Ads: Emojis have become the new communication route for most of us today, saving time and effort, and effectively putting the message across. While this has worked brilliantly for all of us on a personal level, social media marketers have followed close behind by making use of emojis in their brand communications.
And it isn’t surprising to see how well it has worked for all brands.
Emojis not only reduce your need for words but also ensure that your message is conveyed using as little space as possible. With ads having their own limitations in terms of both character count and the 20% text rule, there is much that can be done by substituting words with relevant emojis.
The Emergence of Emojis
While emojis first emerged in 1999, they have evolved over the years to what they are today with many additions to the family.
From being used in conversations to now being actively used in brand communications, social media marketing has changed quite a bit from what it was before. People have been equally receptive of emojis being used in social media posts as well as advertisements, making brands wonder how they can utilise this new phase to their best advantage.
Why Make Use of Emojis in Facebook Ads?
When a few popular brands decided to use emojis on their page to communicate with their audience a few years ago, little did they know the kind of impact they would create with a ripple effect that has flowed over until this day. Over the years, many brands – big and small – have adopted the trend successfully.
Emojis are a brilliant way to narrate your story and keep your audience from bailing out midway.
And here’s why we really recommend making use of emojis in Facebook ads.
Emojis Leave No Room for Misinterpretation
Ever come across a brand communication that messed up pretty bad due to incorrect word choice? It is more common than we realise. In fact, this is just one of the many mistakes brands unconsciously make when posting ads on Facebook.
The use of emojis certainly reduces the chances of such errors, leaving little to no room for misinterpretation of their promise as a brand.
And for those who skip reading the text on the ads, the emoticons can give them enough gist of the communication to get them to read it.
Emojis Make Your Ads Look Like Everyday Communication
Facebook ads are brands communicating about their latest offerings to you. With emojis, these ads look like regular conversations that you would have with a close acquaintance or friend, adding to the interest of the audience.
Emojis Add Some Fun Elements to Your Ads
Let’s face it. No one likes coming across ads with too many jargons or those that are technical. By adding emojis to the ad copy, you can add a fun element to the copy that makes it more appealing and easier to comprehend.
Emojis Convey Your Message in Little Words
Too many words can spoil the impact of the ad. Considering the character limit on the ads as well as the percentage rule for text on the creatives to be sponsored, saying as much as you can in as little words as possible is the trick to a good ad.
Emojis can help you convey a lot without the need for too many words!
How Emojis Really Makes a Difference?
We’ve already talked about why using emojis in Facebook ads makes so much sense. And taking the above-mentioned factors into account is certainly enough to get you on-board. Let’s now take a look at what difference it truly makes for a brand.
Emojis Get Higher CTRs
By testing the impact of ads with emojis as compared to that without emojis, it was quickly found that the ones with the emoji fared much better, got more brand reach, and a much higher click-through rate. And all this with the use of a single emoji.
In fact, the difference between the reach was so significant that brands everywhere have begun to incorporate emojis in their communication.
Emojis Help Facebook Algorithms Tailor User Feed
One of the greatest things that the reaction emojis on Facebook have achieved is the possibility of the app to tailor how the feed looks for every individual. By taking into account your reactions to certain posts, Facebook algorithm is able to identify your mood or tendency to react toward certain kinds of posts, customising the feed accordingly.
Considering this particular social media strategy of Facebook and more with respect to emojis, using them in your ad copies is sure to get you some surprisingly positive results.
Emojis Help With Indirect Response Advertising
Every Facebook ad involves a call to action. The ones that do not need immediate action are called indirect response advertising. Emojis have shown to improve the results for these ads, particularly for ads by service-based brand.
With such brands having bland communication routes and content, emojis tend to liven up the content to a great extent, helping grab the attention of the audience towards such ads.
Things to Keep in Mind While Using Emojis in Your Ads
Emojis, no doubt, help you increase your brand’s reach and get the attention of your target audience. However, here are some important pointers to keep in mind while using emojis within your Facebook ad communication.
Understand the Use of the Emoji
Many people are clueless about what each emoji signifies. More than half the population is using emojis incorrectly on a daily basis. Further, some have even derived their own meaning for the emojis, making them highly inappropriate for a brand to use as part of their communication.
Use Them Sparingly
Yes, we’re talking about using emojis in your Facebook ads. But there is always the risk of overdoing it. Make sure you use these emojis sparingly like you would with a punctuation mark. This way, you would think more about when and where to use it.
Not Every Emoji is Usable
Just because you have a wide range of emojis to choose from in no way means that you should. Make sure you take the brand tonality as well as its services into account when adding emojis to your content.
For example, it would hardly do you any good using a food or beverage emoji for a shoe brand.
The same applies to a technical brand. While you may use certain emojis that are relevant to their services, using a casual smiley is a strict no.
Amplify Your Communication
Rather than thinking of emojis as mere decorations to an ad, use them as amplifiers to your communication. This will ensure that there is no redundant use of emoticons in your ads. You can use the emoji to attract the attention of the audience toward a certain section of the ad.
Keep it Simple
What may be comprehensible to you and a select few, will not really help your brand reach out to a wider audience. Smart posts are called ‘smart’ for a reason. And not every brand caters to an informed audience.
Make sure you keep the use of emojis simple and easy for everyone to understand and is no way puzzling.
Don’t Forego the A/B Testing Method
Every brand is different and so is their influence on the audience. Rather than blindly following a trend, use the A/B testing method to find out which emoji best serves your purpose. This way, you can better identify which emojis are suited to your brand, tonality, and audience.
Take a Look at Competitor Sites
If there is any sure way to learn something, it is by observing your competitors. You not only get the inspiration you need to try something new and set a trend but also identify what not to do for the right kind of impact.
What you can take away…
With social media marketing taking on the world by storm, it is only expected to see more social media features being utilised in every form of brand communication – be it a post, a story, or an ad.
However, it is crucial to remember that the use of emoji is very subjective. While you can always be subtle with brands that are more serious in nature, one must keep in mind that they also risk coming across as unprofessional if one isn’t too careful.
And if you feel you are greatly lacking in the emoji-using realm, a quick search can tell you precisely what every emoji means, helping you make accurate use of sad emojis.
All in all, if you are a social media marketer looking to increase your brand reach and communication strategy, be sure to consider using emojis on a regular basis to resonate with your audience.