Emojis have come a long way since we were typing a simple : ) on AOL Instant Messenger. Now, in addition to those punctuation-based classics, we have hundreds of colorful graphics to choose from, including various expressions, foods, flags, and so much more. Their meanings have also become more variable, with different generations interpreting the same emoji as anything from “danger” to “dying laughing.” Here’s how emoji evolution over the last few decades has reflected brand shifts and how that impacts marketing to different generations.
Emojis as Tone Indicators
From their earliest uses, emojis have functioned as indicators of tone for written communication. A smiley face could let someone know you aren’t upset, while a frowning emoji may signify sadness or disappointment. However, there are several popular emojis that indicate different tones depending on who is seeing them. Just like digital marketing has empowered brands to use different images and copy for different age groups, it’s important to use different emojis for different age groups if you can to make sure you’re striking the right tone.
Thumbs Up: Approval to Passive-Aggression
To Baby Boomer and Gen X texters, a thumbs-up emoji is a simple expression of approval or agreement, much like a thumbs-up would be in person. However, as younger generations such as Gen Z and Gen Alpha have grown up with far more emoji variety, the use of a simple thumbs-up functions more as an acknowledgement at best, and a passive-aggressive tone indicator at worst.
Melting Face: Confusion to Cringe
This emoji has a full progression in meaning, from Gen X seeing it as confusion, Millennial and Gen Zers sending it as a symbol of overwhelm, all the way down to Gen Alpha sending it as “melting from cringe.” While no one is going to mistake this emoji for a positive signal, how they respond is going to be guided by their unique interpretation, so keep their generational identity in mind.
Fire: Danger to Desirable
Much like fire can be dangerous or a cozy design element IRL, the emoji for fire represents a spectrum of reactions. Older generations are likely to see it as a symbol of danger, Gen Xers and Millennials interpret it as something that is trending, and Gen Z and Gen Alpha consider it “straight fire,” aka something that is exceptionally good or impressive.
Keeping Up Keeps Getting Harder
Attention spans are getting shorter and shorter; emoji usage and interpretations reflect that. Up-and-coming generations are constantly developing new ways to interpret the same old emojis, and even requesting new emojis to be added to the menu so they can get more specific.
For your ad campaigns to keep making an impact, you’ll need to stay up-to-date on these interpretation shifts as well as what people like, what is considered taboo, and how you can stand out from the thousands of ads that people see and immediately forget each week.
Context Is Key
In days gone by, consistent messaging across platforms and mediums was key to keeping people engaged. Now, however, using context clues to influence how you communicate is more important than ever.
For example, Nutter Butter packaging and paper marketing materials in grocery stores have the same classic color scheme and branding they have had for years, sparking nostalgia for many consumers. Online, however, they are engaging young people with “surreal characters, cryptic storylines, and just enough co-created chaos to keep them coming back for more.”
Wendy’s also shifts their messaging based on context. If you come across one of their ads on TV or YouTube, you’re likely to see content about their flagship food products, such as their Frosty desserts or Baconator sandwiches. If you wander over to their Instagram or Twitter, however, you’ll quickly be confronted with edgy memes and responses to other food brands. They’ve become known for their snarky online presence and have kept it up for nearly a decade. That attitude wouldn’t work well in all contexts, but Wendy’s has figured out where to say what to keep people hooked.
So, what does this have to do with emojis?
The context you’re communicating in matters. While emojis are a great way to communicate in the digital world, there’s no sense in forcing them where they don’t belong. Sure, use emojis as bullet points in your next LinkedIn post, but don’t try to make them fit into captions for your next TikTok. A few emojis as a comment on UGC can be a great way to quickly engage with several users, but if you post a video with only emojis in the caption, you’re probably leaving some marketing results on the table.
Get Your Message Across with the Right Emojis
Emoji usage is an art and a science, which is why we created the Emoji Alchemist app. This tool can translate your message into emojis for any generation, explaining how each one is likely to be interpreted by different age groups. Give it a try today and enjoy mixing emojis into your upcoming marketing content!
