A simple secret to boost social engagement


There is one huge, gaping problem plaguing marketers of all stripes: No one cares about our social content enough to give it a like, a retweet, a comment, or even a share.

The founder and CTO of WordStream, Larry Kim, shared us with a simple secret to help companies increase social engagement of their followers. It’s emojis!

According to psychology study, people process visual image much faster than plain text.  Emojis are so powerful that they allow us to communicate much more than we could with words alone. That’s why people tend to respond more actively to a content with emojis. A great amount of twitterati have pretty much memorized all the emoji character set and try to introduce them in every conversation.You can see Facebook has introduced a set of six additional emoji-like “reactions” to join the thumbs-up button. Apple also released a series of updated emojis for ISO 9.1.

The author finally showed us an experiment to support his “secret”. He conducted a split test of the same promoted post with and without emojis to the same targeting group.As we can see,  the emoji version has 25.4 percent higher engagement (11.06 percent vs. 8.82 percent) and a 22.2 percent lower cost per engagement. (Because Twitter Quality Score rewards higher post engagement with lower CPEs.) And he also pointed out that a smart emoji strategy should always be relevant to the context.5

My questions are: 1 Why do you think emojis can help companies increase social interactions with their customers? Or why not?

2 In personal social media interactions, do you think emojis really tell people’s real feelings? Can emojis replace words in some situation?


6 thoughts on “A simple secret to boost social engagement

  1. I’ve had this conversation with friends before: effective use of emojis is more engaging than regular conversation. Smart and witty emoji placement in social media, I believe, articulates a message of emotion significantly more so than just words. People and company marketers no longer need a 99 %ile SAT verbal score to creatively communicate with others – rather a strong knowledge of emoji availability and some creativity.-Ben

  2. I think emojis help make messaging more human and relateable. Chevy did an entire Publicity stunt for their new 2015 Cruze launch over the summer that was entirely based on emojis. The first press release was written entirely an emojis. Emojis can absolutely express a feeling better than words sometimes, it is similar to our conversation around GIFs we had earlier this semester.

  3. I think emojis definitely help put more of the emotion in digital communication. A lot of times, context or tone can be lost and ultimately misconstrued. People might not get your intended message, which in some cases, can be a very bad situation. Emojis help bridge this gap. I don’t think that emojis have a real place in office email communication yet, but I wouldn’t be surprised if this changes as digital communication becomes more and more prevalent. This is why companies are increasing engagement through the use of emojis, because they have almost become a second language for most of us. There are many conversations that can be held solely through emojis, GIFs, etc. If companies can authentically use emojis, I think its great move.

  4. Sometimes an emoji can convey better what your trying to say than words.
    Emojis make the conversation more personal. Also, a text can be misunderstood because you don’t know if the other person is joking maybe or not, you don’t know what is the tone of their message, so emojis are perfect to describe the emotion intended with a particular text.

  5. I agree with everyone else — Emojis are a great way to help convey what you’re trying to say via text, but in a more relatable manner.

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