According to the work of psychologist Albert Mehrabian, 93% of understandable communication is non-verbal, while 7% of the meaning of words is understandable in interpersonal communications.
At a time when the issue of emotion shakes the digital strategies and when brand messages are editorialized, how is it possible to do without this non-verbal communication?
If the video format, increasingly present on digital platforms brands, can play verbal communication being vector of emotions and words, what about editorial digital publications?
The emoji blast is one of the most interesting and recent in response.
These emoticons help punctuate a point, proceeding with such a tone, an attitude. For proof, frequent users of emoji (92% of the online population – Emogi survey) report using emoji because they express their emotions and feelings better than words.
The emoji would then become the emotional vector brought to digital for a more effective and affective communication.
- Simplify and make the message entertaining
Coca Cola was one of the first brands to integrate emojis in its strategy. Simple and effective, the brand inserted a smiley in the url. Immediate “happiness” benefit!
Similarly, recruiters of L’Oréal USA had the idea to use emojis to demystify the hiring at the beauty giant. No, they are not devoid of humor! Here is the message posted by recruiters on Twitter:
Do you get it?
(Note for emoji noobs: « We want to allow candidates to express themselves really, to talk about their career paths and aspirations in the medium they are more comfortable and instantly share experiences with their peers. We believe that this innovative approach is very promising.»)
In addition to improving the candidate experience, L’Oréal expects that the program will boost the efficiency of the recruitment process. All recruiters are trained in emoji and on Snapchat and job offers including emojis will start to appear online soon.
A fun and immediate way to get messages to consumers!
- Be out of the « corporate brand » aura
In recent years, Guerlain continues to surprise us with a dynamic communication strategy and out of the box. Mini-movies, Facebook and Instagram accounts… the campaign of the perfume La Petite Robe noire is multichannel and highly attractive!
To complete the digital and emotional dimension of the campaign, the brand launched its own emojis, downloadable via Google and Apple platforms!
The candles and fragrances maison Diptyque also leaves its haven of luxury and joins the very hip designer Olympia Le-Tan to create its emoji keyboard.
Finally, the brand Estee Lauder, THE classical reference brand of US reconsiders its position and adopts a more modern strategy. The brand chose the (very / extremely? mediated) top Kendall Jenner as amuse, and makes a video where the model imitates her favorite emojis to promote the merits of the new lipstick Estee Lauder. If the product message is not clear, it’s to better disappear in favor of a dynamic and playful strategic repositioning.
So who’s still afraid of the big nasty brands?
- Entering the lifestyle / the daily lives of consumers
The emoji punctuate texting, online conversations and diverse and varied posts of consumers. Brands have understood this and launched their own downloadable keyboards:
Sephora launches Séphoji for informed beautistas.
And L’Oréal USA (them again …) create a new lexicon of 130 special beauty emoticons.
Product placement obliges, L’Oréal’s Beaumojis present the group’s products: Essie colors, Lancôme fragrances, Vichy sprays… to communicate in beauty!
Integrate emojis in its communication strategy allows to demystifies the entities that are the brands, but also to bring humor and emotion in the perceived message.
Beware of preconceptions! Emojis not only seduce the Z generation: 75.9% of frequent users are between 25 and 29 years old, 72.2% are under 25, but also 68.3% of 30-35 years old and 62.3% of 35 and over are addicted (Emogi survey) !