Twitter Touts Branded Emojis

Twitter said ads receive nearly 10 percent more attention when branded emojis are included, and when branded emojis are combined with promoted videos, emotional connection with and interest in the ads increase by six times.

Twitter introduced branded emojis last year, and the social network provided an update on their performance Monday.

Twitter said in a Twitter Marketing post that ads receive nearly 10 percent more attention when branded emojis are included, adding that when branded emojis are combined with promoted videos, emotional connection with and interest in the ads increase by six times.

According to Twitter research, the median number of earned media generated by branded emojis is 5.3 million tweet impressions, or a 420 percent leap when compared with the social network’s earned media baseline.

TwitterBrandedEmojisGIF

Twitter shared examples of successful campaigns by Samsung Mobile and Spotify in a blog post, along with the following best practices suggestions:

  • Focus your tweet around the emoji and the hashtag. The copy should be short and engaging.
  • Inspire people to tweet the hashtag by making it easy to remember and giving them an incentive.
  • Educate your audience on how you want them to use the emoji. Should they retweet it or answer a question, or are you inviting a discussion? Inspire conversation and engagement by leading the way.
  • Combine your emoji with an engaging, shareable video. Videos are six times more likely to be retweeted than photos and three times more likely than GIFs, so combine emojis and video to boost your expected results.

The social network also encouraged use of Brand Hub’s Watchlist feature for brands to monitor the conversation and buzz generated by their campaigns.

Advertisers: What are your thoughts on Twitter’s branded emojis?