If you have used Twitter in the last year, you have probably seen some of the custom emojis that are hashtag-activated.
If you haven’t, here’s how it works. When you put a specific hashtag in your tweet, a featured emoji appears.
Here are some examples of custom emojis:
Custom emojis have been used for political statements, music artists, movies, television shows, New York Fashion Week, the Pope, and more. The possibilities are endless for brands and organizations to create an image that represents. The problem is, Twitter is not giving organizations the option to create or commission their own emoji at this time. Twitter knows that its users like to use emojis, so what is better than creating custom emojis that can only be used on their platform?
Well, what’s better for Twitter is making a profit off of those custom emojis. Surprisingly, up until recently, Twitter didn’t make any money off of these custom emojis, even though they are great visual branding tools. Twitter has sponsored hashtags, so why not have sponsored emojis along with them?
Coca-Cola is testing out these custom emojis as advertising units through Coke’s #ShareaCoke campaign. This could be the beginning of a very profitable tool for Twitter. If this campaign is successful (meaning it’s engaging people and creating a larger volume of tweets with #ShareaCoke) then Twitter has mentioned future plans for using these emojis as a service. This would create new value in emojis that wasn’t previously tangible.
Do you think that this campaign will be successful? If it is, would you consider paying for a custom emoji on Twitter for your brand?
If you have questions about tweeting with hashtags or emojis to benefit your business, contact us to #TurnTheLightBulbOn.
Laurel White | @laurelnwhite92