As visual language becomes more complex, brands are trying to keep up. Users are finding new ways to communicate online and brands are mirroring these tactics to better connect with their own target audiences. Emojis are the latest viral vehicle that brands are pulling out of their digital marketing toolboxes to better engage with their customers. 

Here are three reasons why brands are embracing emoji marketing: 

1. Emojis Enhance the User Experience

Emojis help users interpret tone and add emotional complexity to simple text. In an age where brands have to appeal to customers in 140 characters or less—the emoji is a valuable (and concise) tool. Emojis helps brands to stand out in a busy social newsfeed yet provide enough context to represent intent.

2. Emojis are Processed More Quickly Than Words

It’s a known fact that visuals are processed faster than words. Humans can process entire images that the eye sees for as little as 13 milliseconds. Adding emojis to text communication is a sure way to help viewers process information that they otherwise might have missed.

3. Emojis Resonate with Millennials

Brands have a difficult time appealing to Millennials due to their unpredictable nature and negative response to traditional marketing. Emojis are a more nuanced way of communicating with a generation that seeks emotional brand connections.   

When it comes to digital marketing, brands are still learning to leverage visuals to their full extent. Emojis are a fun and easy way to experiment with visual marketing and engage key audiences.