🎓 How to use emojis effectively

Complementary emojis make ads and information more attention grabbing, increasing reviews by up to 24%.                                                                                                                                                                                                                                                                                                                                                                                                                 February 06, 2024 | [Read Online]( How to use emojis effectively Complementary emojis make ads and information more attention grabbing, increasing reviews by up to 24%. [Thomas McKinlay]( [fb]( [tw]( [in]( [email](mailto:?subject=Post%20from%20Ariyh&body=How%20to%20use%20emojis%20effectively%3A%20Complementary%20emojis%20make%20ads%20and%20information%20more%20attention%20grabbing%2C%20increasing%20reviews%20by%20up%20to%2024%25.%20%0A%0Ahttps%3A%2F%2Ftips.ariyh.com%2Fp%2Fhow-to-use-emojis-effectively) In partnership with New to [Ariyh](? This is a 3min practical summary of a scientific study 🎓 Join 25,787 marketers who use science, not flawed opinions 📈 [Subscribe here]( [Modernize Out Of Home with AdQuick]( AdQuick unlocks the benefits of Out Of Home (OOH) advertising in a way no one else has. Approaching the problem with eyes to performance, created for marketers and creatives with the engineering excellence you’ve come to expect for the internet. [Learn more now.]( Want to sponsor Ariyh? [Here’s all you need to know](. 📝 Intro You’re scrolling through Yelp looking for a new coffee shop to meet your friends at tomorrow, and come across three almost identical listings: - The best coffee in the city! - The best coffee ☕ in the city! - The best ☕ in the city! New research from Monash University highlights that you’re most likely to choose the second cafe, and like its listing more than the other two. Why? It’s not just the emoji, but how it’s used. P.S.: Do you like Podcasts? Check out my [latest podcast episode as a guest on the Nudge here]( - it went live yesterday! Previous insight: [‘Top Rated’ sells better than ‘Best Seller’]( (more insights [here]() Use an emoji to complement a keyword in ads and product descriptions, people will like you more Channels: Messaging & Copy | Ads | Social Media For: B2C. Can be tested for B2B. Research date: January 2023 📈 Recommendation Use a non-face emoji (a symbol or icon, such as a rocket 🚀) in your ads or product listings. The emoji is best used alongside, not as a replacement, for a word or phrase (e.g. “100s of TVs 📺 on sale” instead of “100s of 📺 on sale”). People will like and engage (e.g. click) with your message more. 🎓 Findings - Using one non-face emoji in your copy increases online reviews, as well as positive perceptions of the message. Placing an emoji to complement the main message (e.g. Download on your phone📱) is more effective than substituting a word with the emoji (e.g. Download on your 📱). - Studying data from over 29,000 Airbnb listings across 4 US cities, and responses to a fictional app, researchers found: - A listing received 24% more reviews when an emoji was used to complement a message - When an emoji was used as a substitute for a word, the listing received 13.5% more reviews - Customers liked ads for a fictional stargazing app 23.8% more when an emoji complemented a keyword (e.g. “LINK: Discover the stars ⭐”) than when no emoji was used. - The effect is weaker or backfires: - If multiple emojis are used at once. Stick to using one - For premium sellers (i.e. Airbnb Superhosts). They appear less competent when using emojis, leading to fewer reviews 🧠Why it works - When it’s easier for us to understand a message, we react more positively to it. - Complementary emojis make messages easier to understand. - The opposite is also true - it’s harder to process messages with [different types of information](, for example when words are substituted by emojis. So we react more negatively to it. - Using multiple emojis can also make a message seem [more informal and less prestigious](. This has a knock-on effect on the brand, making it seem less professional and less competent. 🧑‍💻 50k+ marketers swear by this daily newsletter Stacked Marketer curates the most useful and important digital marketing news and boils it down to a 7-minute read. [Sign up here in one click]( (it's free). You’ll get breaking news, useful tips and tricks, and insights for all major marketing channels like Google, Facebook, TikTok, native ads, SEO and much more. [Subscribe here]( This announcement was sponsored. Want your brand here? [Click here](. ✋ Limitations - The study looked at the presence or absence of non-face emojis as a whole. It’s likely the type of emoji (e.g. a teddy bear) would impact perceptions of how professional a message seems. - Where an emoji appears in a sentence would likely affect how easily people can understand the sentence. It might be better to place an emoji at either the start, middle, or end of a sentence, but this needs to be tested. - The research focused on one-way communication where emojis were used. Using them in conversations, such as with chats with a company representative, would likely have a different impact. 🏢 Companies using this - On social media brands often use complementary emojis in their titles and captions, especially those with more informal products or targeting younger audiences. - Airbnb, Amazon, and Etsy all allow emojis in their product descriptions and titles. - Brands such as Beats by Dre or Nivea use emojis extensively on social media to highlight key points. Adidas uses a DNA emoji 🧬 to complement its message on a post highlighting its new Predator cleats. ⚡ Steps to implement - Use a non-face emoji in your ad headline or caption to increase how much people like your ad. It will also increase the number of reviews you receive. - Use the emoji to complement a word from the sentence (e.g. 250+ days of sunshine ☀️ a year!), not as a replacement for the word (e.g. 250+ days of ☀️a year!). - Don’t use more than one emoji in a phrase or description, however, or the effect could backfire. - Emojis are considered [playful and casual](. If you want your brand to come across as premium, serious, or high-end, be extra careful when using emojis - or don’t use them. 🔍 Study type Online experiments and market observation (analysis of 29,410 Airbnb listings) 📖 Research [Non-face emojis in digital marketing: Effects, contingencies, and strategic recommendations](. Journal of the Academy of Marketing Science (January 2023) 🏫 Researchers - [Davide Christian Orazi](, Monash University - [Bhoomija Ranjan](, Monash University - [Yimin Cheng](, Monash University Remember: This is a new scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s [how science works](). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? [Loved it]( | [Great]( | [Good]( | [Meh]( | [Bad]( - 📘 Supercharge your business with Ariyh’s [Playbook of Pricing & Promotions]( or [Playbook of Ecommerce]( - 📣 Want to advertise on Ariyh? [Here’s all you need to know]( - 🎓 New to Ariyh? -> Subscribe below or read other [3-min marketing insights]( [Subscribe here]( [fb]( [tw]( [ig]( [in]( Update your email preferences or unsubscribe [here]( © 2024 Ariyh Calle Bailen, 11 Barcelona, Barcelona 08010, Spain [[beehiiv logo]Powered by beehiiv](