Today’s fast paced world wants everything to be quickly conveyed. Hence conversation has become limited, chats lack vowels to make them short and emojis are being constantly used in place of sentences to frame replies. It was thus indeed a surprise when in the year 2015, Google decided to do away with emojis especially when it came to search engine results.
It is said that the human brain processes visual images much faster than text. Taking advantage of this, advertisers, celebrities, marketing specialists etc. have been making abundant and innovative use of the emoji to connect with the gennext, in a language that they understand well. Hence there was widespread disappointment all around when emojis were banned for good.
But Google’s recent decision to re-introduce the use of emoji in the search engine results was a move welcomed by most advertisers and marketers. The temptation of using the emoji is all the more prevalent now because:
• Emoji use has increased drastically in the past two years
• Search results have become more fragmentary than before
• It has become even more difficult to capture a consumer’s attention today.
One reason which might have prompted Google to stop the use of emoji was the problem of over-indulgence. Some advertisers were making indiscriminate use of the emoji by placing them all over their title tags and even the meta tag descriptions. Google is attempting to control this indiscriminate usage this time round by initially restricting this facility to a select few who are deemed relevant by its RankBrain algorithm. Also if brands make a mad rush for these emojis, Google always has the option to ban their usage again.
Yet the ongoing emoji trend was too popular for Google to ignore; thus the practical compromise of showing emojis both in desktop and mobile search engine results. Even though the announcement was only made recently and there is still a lot of ambiguity regarding the use of emojis, it goes without saying that the early birds will reap the best results. Thus people wanting to capitalise on this trend should start experimenting with emojis and adapting their tags, meta tags and other search engine optimised handles to accommodate them immediately.
To understand how the brands and marketers can best benefit from this recent addition to Google search engine, it is important to fully understand what an emoji stands for. It is, in fact, shorthand for emotions which would other require text to be expressed. With paucity of time, everyone wants to be quick and this has led to entire conversations based just on emojis taking place on all chat groups and social media handles. For the marketers, it, thus, becomes even more necessary to
• Understand its usage,
• Monitor its effect and
• Take full advantage of them by way of using them in their messages.
This will also make marketers connect with their consumers in highly personalized and innovatively engaging ways by being able to tailor their messages and target select audience. Emoji marketing is as yet unchartered territory; one which is all set to explode in the horizon of brand marketing very soon. Thus Google’s announcement of its re-introduction could not have taken place at a better time.