If you use emojis in any aspect of your international digital marketing strategy, this blog is for you!
Emojis are undoubtedly a great, proven tool for digital marketers to add an extra layer of feelings and meaning to their messaging.
You might assume there is only one general interpretation of a happy smiley face, 🙂, right? Well, you would be wrong to think so! In some cultures, including Chinese culture, this emoji represents disbelief… as hard as that is to believe, no pun intended!
This is a common mistake many brands make in their multilingual strategies. When they localise content, they completely disregard the emojis used, mixing the message and ultimately leaving the audience confused.
In this blog, we highlight examples of key emojis to consider in different markets and tips and tricks for ensuring you use the right emoji for every market you target within your digital marketing strategy.
Understanding Emojis and Their Meanings
Emojis can be understood and interpreted differently across cultures, which can cause implications for brands and their image if used incorrectly.
Examples of differences in emoji meanings are as follows –
Emojis & Devices
So, not only can emojis mean different things in various countries, but you also need to consider how they appear!
Emojis can be presented differently depending on the type of device you are using. They vary from Android to Apple and can look significantly different despite being the same emoji.
Again, this can confuse the audience, which suggests why it is important to know what devices your audience browses on in each market so you can tailor your selection.
How Emojis Improve International Marketing Messages
You might be asking yourself – should we use emojis in our international messaging?
The answer depends on your audience – if they use them, the answer is definitely yes! They can be a very powerful tool for communicating messages.
Using emojis can enhance the meaning of your marketing campaigns as they allow you to humanise your brand to better resonate with the market.
In Summary
Emojis can be a beneficial tool for effectively communicating with a global audience in international marketing campaigns.
Considering the different meanings of emojis across cultures around the world and implementing them correctly can help you build a connection with your audience and resonate with them more effectively.
When it comes to our clients, we always like to have a list of emojis approved for use in each market. This helps us ensure we are conveying the right message to be understood correctly!
Checklist for using emojis in your marketing:
- Understand the meaning of emojis in each market
- Ensure your copywriters localise the entire message, including the emojis used!
- Know what devices people browse on in each market, so you know how they will appear
- Know your audience – do they even want to see emojis?
If you aren’t sure where to start with the above checklist – we are here to help. We’ve already researched and know what works best, so you don’t have to lift a finger.
Get in touch with our team today and make sure nothing else is missing from your multilingual strategy!
