Editor’s Note: This is an exclusive guest post by Rohit Raj, Co-Founder and Right Brain at The Glitch. Views expressed in this post are his personal views. You can follow Rohit on Twitter – @mad_toothbrush.
An emoji is worth a thousand words proclaimed Twitter early this year when they unveiled the top used emojis of all time.
In a world where attention spans of humans have dropped to as low as 8 seconds (attention span of a goldfish is 9 sec), emojis seem to be the fastest form of communication. Why laugh out loud when you can LOL and why LOL when you can 😀
What emojis bring to the table is an emotion to the conversation. Words don’t have as much of an impact when read as compared to when heard or seen. So if your joke is funny I can LOL but what if it’s the funniest thing I have heard, I will still only be able to LOL. That’s where emojis came in and were widely accepted. And anything that is widely accepted falls prey to marketing mongers eyes. And therein began the marketing take over of this space.
Everybody wanted to own a piece of emoticon history. So if a Mentos came in to develop ementicons with their Dragees to convey some emotions that the existing emojis didn’t do, Durex came out to redefine sex talk with emojis. But all of these required users to download keyboards into their phones.
And now with branded emojis opened up by Twitter, it is hoping to finally catch the attention of the millennial audience who have been giving the platform a cold shoulder by letting them talk in their lingo and letting brands enable newer emojis to initiate conversations.
Opening up emojis to brands is comparable to the Oxford dictionary offering to let brands sponsor words. So if I can replace the cola with Pepsi for a price, it means that when somebody talks anything about any cola, they will end up using Pepsi as the word, it automatically makes the brand Pepsi shoot on brand awareness.
This is exactly what is happening across the board with emojis. Now if I want to say lets catch a beer, I send a beer emoticon. But now if that beer emoticon is owned by a Budweiser, my emoji will say that out even if I never meant lets grab a bud. It’s a very interesting space for brands to be in and own their category in the lingo of the millennials and with Twitter opening up this form, I definitely see multiple brands wanting to jump in and opening a whole new revenue stream for them. So till emojis are replaced by the newest form of communication, Twitter shall make hay as the sun shines.