Even with a few caveats and disclaimers, this article still very much makes it sound as if brand content marketing success can be achieved through the integration of emojis into those marketing efforts. That seems to be the message from Snaps, a relatively new agency that’s made a big splash by rolling out emoji keyboards for a number of big brands in the last year.
It’s true, yes, that integrating emojis into a content marketing can be an effective tactic. But it’s just that: A tactic. It’s not a strategy, it’s a means by which the strategy is executed. It’s just like adding GIFs, dogespeak or anything else to a program in that it’s important to be up to date on what the current hip language online is and decide whether or not it’s appropriate for that program. Each one is going to have its own voice, tone and goals and the reality is, no matter what’s being sold to you, not every tactic is going to mesh with every program.
Even more than that, a tactic that’s already being used by so many companies needs to be internally evaluated with even more scrutiny before it’s adopted? So if all these brands have already adopted emoji keyboards, how much will the one you’re considering break through the clutter? What’s the unique value proposition you’re offering? What’s going to make someone install yours when they already have a bunch of others going? These and more are the kind that need to be asked.
Tactics come and go. Emoji keyboards are what’s hot right now but, as I alluded to earlier, Tweets using doge-speak were all the rage two years ago. Facebook stickers were a hot offering two years before that. These are transitory. Strategies and goals, those are what matters. “X people installing our emoji keyboard” is a goal, yes, but how does it speak to the larger business? If that question can’t be answered you may want to reevaluate the sales pitch you’re getting from an agency, an internal stakeholder or anyone else.
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