使用表情符号进行营销的最终指南

表情符号are fun, right? They can add a blip of color and a dash of personality to even the mostboring电子邮件。他们可以调整社交媒体帖子。他们甚至可以比单词更好地传达某些信息和情感。

They’re a great tool to have in your pocket … literally.

(Ha. Or should I say )

如果我告诉你,这些小家伙马ke a大difference in your click-through rates, open rates, and general engagement levels — that they could breathe life into your brand? That kind of changes the game, huh?

That’s why we’ve compiled this guide. We’re going to cover why to use emojis, how to use them for business, and some popular combinations you can employ in your marketing. Let’s get started! Keep reading, or use the chapter links below to jump around.

什么是表情符号？

表情符号are small icons and images created using Unicode Standard. They’re used in text messages, on websites, and as part of other digital communication. The word “emoji” comes from the Japanese e (絵, "picture") andmoji（文字，“角色”）。

表情符号can take the form of well-known yellow smileys or common objects like weather, food, animals, and more, and they’re used on desktop and mobile devices.

But, emojis are not emoticons. What’s the difference there?

A Brief History of Emojis

表情符号haven’t been around forever. They’ve barely been around twenty years …

第一个表情符号是由日本移动服务提供商NTT DOCOMO雇用的编码器于1999年创建的。他创建了第一个180个表情符号，然后由多个日本提供商用于文本消息和其他通信。

In 2010, emojis were incorporated into and standardized by Unicode, allowing them to be used outside of Japan. Throughout the following six years, thousands of emojis were added to the “language”, including Zodiac signs, sports equipment, places of worship, and a variety of skin colors.

As of March 2020, there are over3,300 emojis在Unicode标准列表上。

How to Add the Emoji Keyboard

由于您无法使用典型的文本键盘创建表情符号，因此必须下载单独的键盘。实际上很容易。就是这样。

在您的iPhone上

Conveniently so, iPhones have the emoji keyboard built into the operating system. To add the keyboard:

• Open Settings
• Tap General > Keyboard > Keyboards
• 点击添加新键盘…>表情符号

To access the keyboard, open your Messages or Mail. Tap the next to the microphone, which should change your keyboard. If you have any other keyboards added, you might have to tap the icon a couple times.

This process works for iPads, too.

On Your Android

If you have a newer Android phone, you’ll find your emojis built into your keyboard. But if you have an older model, you’ll need to download a third-party app likeKika,Swiftkey, orTextra。

From there, to apply the new emojis to your keyboard, you’d go to Settings > Language and Input > Virtual Keyboard > Manage Keyboards. Then, select the keyboard you’d like to download.

在您的Mac上

要在桌面上使用表情符号，您可以随时使用谷歌搜索，然后将其复制 +将其粘贴到您的消息中。但是，如果您经常使用它们，此过程可能会变得笨拙。

Thankfully, there’s an easier way. If you’re typing on your Mac and want to insert an emoji, simply tap Control + Command + Spacebar to pop open the emoji keyboard. Tap the emoji you want to use, or drag and drop if it doesn’t insert automatically.

You can also turn on the emoji keyboard on your Mac by tapping the Apple icon in the top left corner. Then, open System Preferences > Keyboard and click Show Keyboard and Emoji Viewers in Menu Bar.

This places a shortcut in the menu bar, and with one tap, you can access all emojis and symbols.

How nifty is that?

在您的Windows桌面上

The emoji options for Windows are very similar to that for a Mac. For one, you can simple Copy + Paste.

On the other hand, the keyboard shortcut for Windows is Windows Key + Period or Windows Key + Semicolon. This shortcut brings up the built-in keyboard, from which you can tap the emoji you want to use.

Why use Emojis?

So, you know how to use emojis … but why should you bother? Isn’t it easier just to type out what you want to say? More importantly, aren’t emojis for teenagers and texters?

不完全的。

Here’s why you should use emojis.

表情符号boost engagement.

Repeat after me:表情符号= Engagement。

It might be a new mantra for you, but it’s true nonetheless. Emojis have been proven to boost engagement levels, click-through rates, and open rates.

Take a look at these (... statistics):

• 五分之一的推文now includes an emoji.50亿个表情符号每天在Facebook Messenger上发送。
• Including emojis in email subject lines has been shown toincrease open and response rates。
• Push notifications随着表情符号的开放率增加了85％，转化率增加了9％

表情符号help drive engagement on all variety of digital media: email, mobile, and social media.

表情符号convey what words can’t.

Have you ever received a text message that ended with a period? Now, imagine the same sentiment expressed with an exclamation point … or better yet, an emoji.

“我等不及。”vs“我等不及!”vs“我等不及”

The feelings you experience from those three messages are a little different, right? The sentiment is the same, but the conveyed feelings vary.

While emojis can’t necessarily replace words (and we’ll talk about why later), they can definitely give them that little extraumphneeded to excite, persuade, or intrigue. They enforce the meaning of your message. They’re the on top.

表情符号give your brand personality.

Brands are more than the products they sell or the design of their logos. They’re akin to people, with personality and unique character — which helps consumers connect with and be loyal to them.

Usingemojis in your marketing沟通赋予您品牌的个性和身份。无论您是有趣，年轻，还是风险和机智，表情符号都可以帮助您的品牌身份人性化。

Defining and using that personality in your marketing can also help you boost yourbrand awareness。Fun brands are known brands.

Your Guide to Emoji Definitions and Uses

我们已经讨论了表情符号起源于哪里以及为什么要使用它们。现在，我们将讨论您应该使用哪些以及应该如何使用它们。做笔记……您永远不知道其中一些何时派上用场。

Popular Emojis

无论您是在工作中还是与朋友一起使用表情符号，都有一些everyoneknows. We cover a few below.

笑脸表情符号

According to表情符号, the emoji is the most commonly used emoji on Twitter. It’s also the most used emojibased on Apple's data。It’s official name is “Face With Tears of Joy”, and it’s typically used in conjunction with humor or comedy posts.

心表情符号❤️

接下来在苹果和表情符号的列表上：❤️…恰当地命名为“红心”。这种表情符号以多种方式使用，最常见于表达感情和爱情，也有其他形状和颜色。红色是最受欢迎的。

Crying Face Emoji

According to Apple, is the third most used emoji. It’s also the sixth on EmojiTracker. Officially named “Loudly Crying Face”, it’s one of those emojis that has a dual meaning. Sometimes, we see it used “appropriately” — in a sad or negative setting. Other times, though, it can be used ironically or in a “so happy I’m crying” way.

Heart Eyes Emoji

This emoji is fourth on Apple’s and EmojiTracker’s lists. The “Smiling Face With Heart-shaped Eyes” emoji is commonly used when, well, you like what you see. Lots of people use it when responding to pictures they like or people they love.

Thumbs-Up Emoji

The “Thumbs Up Sign” emoji isn’t ranked on Apple or EmojiTracker, but we’re including it anyway. The is a universal sign for “OK”, and it’s now being used on Facebook, LinkedIn, iMessage, and Slack as a way to confirm receipt or acknowledge a message.

Commonly Misused Emojis

Just because emojis are used often doesn’t mean they’realwaysused as they were intended or as their title describes. This is where using emojis to communicate might get a little confusing. We cover a few commonly misused emojis — and their proper usage — below.

头晕的表情符号

At first glance, the “Dizzy” emoji looks like a shooting star. But actually represents being dizzy or the phenomenon of “seeing stars”.

拥抱表情符号

The “Happy Face With Hugging Hands” is typically mistaken for jazz hands or extreme joy. But if you look closer, is actually trying to give you a hug!

信息台表情符号

Look closely … the “Information Desk Woman” emoji looks a little sassy. That’s how people typically use , but it’s actually supposed to represent someone holding out their hand asking how they can help.

Tired Emoji

The “Tired” or “Weary” emoji is often used to represent whining or confusion. But it’s actually intended to be the face of someone who’s very tired or sleep-deprived … which, if you look closely, makes a lot of sense.

Bowing Emoji

“深深地鞠躬”表情符号的第一印象是，他正在小睡或努力地思考某事。But actually represents多盖，日本跪着和鞠躬的练习表达道歉。

表情符号To Try in Your Marketing

实际上，您可以在营销和传播中使用数千种表情符号。但是，根据our own research, there are some that might be more effective than others. Take a look and try them out for yourself.

表情符号to Boost Engagement

1. (Person Gesturing OK Emoji)
2. (Cherries Emoji)
3. (Tropical Fish Emoji)
4. (Woman Dancing Emoji)
5. (Sun Behind Small Cloud Emoji)

表情符号to Encourage Click-Through

1. (Octopus Emoji)
2. (Horse Face Emoji)
3. (Jeans Emoji)
4. (Cherries Emoji)
5. (Locomotive Emoji)

Why have these emojis worked? We’re not sure, although these lists come from a study of 19,617,281 HubSpot-published posts across LinkedIn, Facebook, Twitter, Google Plus, and Instagram … so it seems they’re quite effective.

Using Emojis for Business

We’ve established that emojis are valuable tools to keep in your marketing tool belt. They boost engagement, humanize your brand, and extend your communication beyond words. But how can you employ these visual messages? Let’s talk strategy.

表情符号in Social Media

It’s easy to toss an emoji or two into a tweet or Instagram comment, and you should. But how can you use emojis to intentionally drive engagement, click-throughs, and conversions? The answer is simple: Encourage your audience to use them, too.

Here are a few ways to add emojis to your social media strategy and encourage your followers to partake:

• Tell your audience to comment with an emoji: “Respond with if you agree or if you disagree.”
• 要求观众使用表情符号来描述某些东西：“仅使用表情符号来描述您的计划！”
• 给您的听众发出表情符号的消息来解码：“翻译这些表情符号并进入以赢得奖品。”

它很容易包括emojis社会media posts, but telling your followers to use them too can help boost your overall audience engagement. Emojis are easy to use and require little to no work on behalf of your audience.

For example, instead of having to type out their weekend plans, they’d just have to drop in a ⛳️or or emoji … and you’d still get an engagement.

表情符号in Advertising

Advertising is just as public-facing as social media, but it’s more formal and much more expensive. For that reason, businesses have been slower to adopt emojis into their advertising efforts.

But most of today's consumers, especially millennials, have had enough of the in-your-face, impersonal advertising. They respond better to subtle, personal and emotional messages. Businesses have learned that emojis — despite their size and lack of words — can actually communicate a lot.

How can you employ emojis in your next advertising campaign? Here are some top tips.

1. Make them relevant, and don’t force it. If an emoji (or emojis in general) doesn’t fit with your campaign or brand, don’t use it. Does your audience use them? (Usesocial intelligence tools查看受众在线使用的内容。如果它们自然适合您的品牌，它们将更容易沉浸在您的广告中。

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2.清楚使用它们, and don’t leave room for misinterpretation. Emojis are sometimes used outside of their intended purpose, as we’ve seen in this article. That’s OK, but make sure you know the purpose of the emojiyou’reusing. Ask co-workers if they understand your message. Consider organizing a focus group, or run the advertisement past a sample audience. Be absolutely sure your message communicates exactly what you want it to.

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3. Get creative!如果您的表情符号适合您的品牌，被观众使用，并且不会被误解，请与他们一起玩乐。更好 - 考虑让您own emoji designed, too.

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表情符号在电子邮件中

电子邮件营销尽管有一对一的沟通比率，但仍应将其个性化给收件人。因为这，表情符号应谨慎使用and only when you know your audience will receive and respond to them positively.

例如，尽量不要将表情符号用于首次或一次性客户，例如“欢迎！”或“您在购物车中留下了东西！”电子邮件。这些消费者可能不熟悉您的品牌，并且可能会随机表情符号使用。

表情符号in email subject lineshave been provento work about 60% of the time … and by “work”, we mean they boost open rates by about 25%. But when they don’t work, they actually hurt open rates —by the same 60%。因此，在主题行中使用表情符号，然后选择与您的品牌或消息相关的表情符号。

As we’ve said before, don’t use emojis in your emails if they’re not also on your social media and other digital marketing efforts. Emojis are more natural in email communication if your audience has also seen them elsewhere.

就一对一的电子邮件通信而言，将表情符号保存用于个人，已知的互动。如果您从未亲自见过接收者，请不要包括表情符号。不要使用表情符号来代替真实或真实的信息或情感。在这种情况下，专业素养总是胜过个性。

表情符号in Service

Service is a critical component of theflywheel。It keeps customers happy, encourages them to stick around, and inspires them to talk about your business. Another thing about service? Service is all about connecting with the customer, sharing their burden, and solving their problem.

Emojis可以帮助你做到这一点。自从emojis放大emotion and feelings, they can help convey authentic service to your customers — if used correctly. For customer service interactions, it’s helpful to include an accurate emoji (i.e. for “Hello!” or for “Oh no!”), but don’t rely on the emoji alone. Use it alongside other company-approved messages.

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表情符号can help create personal connections to customers and accurately express what you’re thinking and feeling — and how you’d like your customers to feel, too.

Emoji Resources

There are a ton of resources available to learn more about emojis and explore which ones you can use in your marketing. Check out a few of our favorites below.

表情夹

表情符号是表情符号的最终百科全书。它包括所有可能的表情符号，它的简称和简短的历史记录以及在各种操作系统上的外观。它还排名当前最受欢迎的表情符号并提供表情符号新闻。bob官网官方网站

表情符号aurus

Emojisaurus短语和句子变成“emojigrams”. For example, “Barbership quartet” is , and “Strong thoughts” is . If you want to post an emoji sentence for your followers to decode, this is a helpful tool.

获取表情符号

获取表情符号is similar to The Emojipedia in that you can find emojis to Copy + Paste. All emojis on Get Emoji work on iOS, Android, Mac and Windows and can be copied onto any social network or website. If you don’t feel like using the emoji keyboard on your device, this is a great tool to bookmark.

给你

表情符号are a simple and easy way to add personality to your marketing, advertising, and official communications. From any device, you can add a pop of color or dash of sass to a tweet, Facebook post, email, or customer service live chat response.

If you’ve been looking for ways to incorporate more emotion or humanize your brand, emojis are the way to go.