In 2015, Oxford dictionary recognized an emoji (see image) as the word of the year rather than a traditional string of letters that it has done in the past, forever. This decision received mixed reviews. Some see it as a mockery of the English language that a goofy smiley face be considered a word. Others see it as the first step in the direction of developing a universal language that everyone can understand.

Despite their growing publicity and popularity today, emojis have actually been around since 1999. They are by no means a new thing. That said, these smiley face emoticons gained massive traction in 2011 and spread out amongst multiple age groups with Apple’s release of iOS 5, becoming a standard keyboard to all iPhones. Until this point, there was a multi-step process that involved downloading an emoji app and installing it in the settings in order to use emojis in text messages. Since it wasn’t as simple as just clicking a button to see an entire emoji keyboard, the primary users were those who frequently used their smartphones for texting or instant messaging. More often than not, these users were Millennials, given that 74% of U.S. Millennials own a smartphone. 

By integrating emojis into a standard keyboard feature, Apple reduced the friction for users allowing them to use emojis who otherwise would not have if still required to install an app. My parents are a classic example of this. Furthermore, as evidence that emojis are not going away anytime soon, Apple plans to add an additional 102 emojis bringing more diversity in the emoticon space with its iOS 10 release this fall. 

Emojis are the epitome of the saying, “a picture is worth a thousand words”, and are used to convey emotion much more effectively and in much fewer characters than words. For this reason, they are a fantastic addition to Twitter, and Twitter has noticed. Since 2014, there were over 110 billion emojis tweeted in the United States alone. Over 74% people in the U.S. regularly use stickers, emoticons or emojis in their online communication, sending an average of 96 emojis or stickers per day.

Brands have taken note and emojis are beginning to appear much more frequently in mainstream media for promotional purposes whether it be Twitter, Facebook, Instagram, Snapchat, text messaging, instant messaging, or even email. Domino’s Pizza had tremendous success and publicity from their campaign in which individuals could tweet the pizza emoji for a 30-minute delivery to their house. Domino’s claims to have generated over 50% of U.S. sales from digital channels at the end of 2015, and helped reach an estimated $4.7 billion annually in global digital sales due largely in part to this and related features focused on reducing the friction to order a pizza. Although their program was successful in both generating revenue as well as reaching the Millennial audience, emojis are not necessarily the right language per se when it comes to connecting with the Millennial consumer.

Chevrolet recently released an all emoji press release for the Chevy Cruze. The promotion was targeted toward the Millennial audience and it resulted in somewhat of a consumer backlash. Rather than immediately resonating with individuals, the Millennial audience in particular, it generated more confusion than desired. Many of critics thought emojis should be used organically to add that extra touch of facial expression, whereas this attempt came off as very forced. 

In my opinion, this confirms the saying that “what can be done, can be overdone”. Emojis are a shortcode to display emotion. They are used to augment current script with an extra touch of emotion, not to replace the language itself and become something that needs to be decoded and interpreted. Just because millennials use them doesn’t mean it’s appropriate for your brand. 

Emojis are relevant to brands and consumers because emojis won’t be going away anytime soon. In fact, they will continue to grow. Many brands in a variety of industries are finding use cases in which emojis can augment their brand messages. Taco Bell, for instance, recognized the need for a taco emoji after a plethora of suggestions from fans across a variety of social media channels, Taco Bell petitioned with 25,000 signatures in just three months to make it happen. Dove has also had success, winning several awards with its Dove Curls emoji programs. 

The World Wildlife Federation also introduced a new emoji, 17 in fact, all of animals endangered of extinction to raise awareness and donations to be put to their cause of rescue, rehabilitation, and preservation. For every tweet with an endangered emoji, the World Wildlife Federation donated 10 cents. 

The emoji is here to stay. But, like everything it too can evolve.  A recent addition to the emoji landscape has been made possible by a new entrant to the market, Phoji.  Phoji makes it possible for brands to turn real pictures, logos, product shots, etc., not just cartoons, into interactive, personal, emojis. Phoji has a small and limited direct community, the Phoji app; it also has the Phoji for business engine, a software as a service engine that can be integrated with brand’s messaging services, including email, SMS, MMS, twitter, push notifications and more.  These integrations give brands the ability to create personalized, branded emojis and communicate with individuals, at scale. Furthermore, Skype recently added their own form emoji called a moji—short video clips to express yourself in instant messages when emoticons are just not enough.  And, let’s not forget, Facebook introduced emjojis in a big way, earlier this year, by enhancing the like button with a series of emojis to help its community members express their emotions in response to posts. 

Like any marketing strategy, emojis, mojis, and Phoji’s for that matter, should be used appropriately.  They should be used to be of service to the individual and fit within the language and lifestyle of the people the brand is looking to engage. 

I, as a Millennial, and my Millennial friends can testify, use emojis as a quick and quirky way to express myself without typing a paragraph. Brands can and are doing this too, but must be careful to avoid sending a mixed message by using emojis in a message with serious subject matter. They are not for every brand and most certainly not to be used every situation, but they have their place. That said, emojis are a great way to quickly convey and stimulate ideas and emotions.  Which in the end, isn’t this what marketing is about?