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Effective Ways to Use Emojis in Facebook Ads

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Effective Ways to Use Emojis in Facebook Ads

Read time 8 min read
Facebook Ad Emojis

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People use Emojis daily when communicating with their friends on messaging apps and social networking platforms. Emojis are an effective means of conveying more information and meaning in a message than mere words can accomplish. They show emotions that are being passed across with the rest of the message and make the language richer.

The Impact of Emojis

Emojis do more than pass an emotion across to someone on the internet. They are also a rich multimedia way of communicating more cheaply and lightly. They make communication easier by simplifying lengthy messages into simple icons that can appear behind the text they are supposed to emphasize. Also, the time taken to look at an Emoji and get its meaning is less than that taken by a reader to go through an entire paragraph. This means that more information is compressed into the Emoji than what is available in web pages’ textual content. Additionally, people have been using Emojis on instant messaging apps for a long time and will instantly recognize Emojis no matter where you place them.

Using Emojis in Facebook Ads

Facebook ads are a powerful means of reaching a broader audience on the social network without setting aside a considerable budget. The ads are dead simple to set up, and all that is needed is a simple message and a target audience. You can spice up the Ad message with Emojis to take advantage of an aspect of communication people do not expect from your brand. The Emojis, when included in Facebook ads, capture the moment and convey the message much better than what paragraphs of text would have. As you add Emojis to Facebook ads, make sure the ads appear friendlier and not too official. As such, they will be more likely to attract the readers’ attention the instant they recognize the Emojis. Here is an example of Buffer using emojis in their ads:

Facebook Ad Emojis

(Image Credit: Buffer)

Maximizing the Effectiveness of Emojis

On their own, the Emojis would look like pixels dancing in a digital expanse, and this wouldn’t make much sense to the Facebook user looking at them. Combining them correctly with words and images brings out a balance that makes them comfortable to look at. The Emoji Facebook ads tend to be attractive and should not take up the reader’s full attention. The Emojis placement before your Facebook ads’ text content and a little away from buttons also make the reader’s correct impression. They will instantly recognize that they are reading a friendly message they can relate to, and most of the message will be in the Emoji. This way, they do not get to spend a lot of time reading through the ad content and are more likely to follow-up.

Choosing an Emoji

A correct Emoji is essential as it passes across the proper emotion to the reader. An advertiser cannot use an excited Emoji to give news about a cyber attack’s potential to the user. Additionally, the Emojis for Facebook Ads cannot appear irrelevant to the reader and should fit in with the rest of the content. As you prepare your Facebook Ads for the campaign, take time to select the right Emojis carefully. These will ensure that you pass across the correct emotion to the reader and make the right impression.

An Emoji must fit the space you have budgeted for and not appear odd amongst the ad content’s tirest. Whenever you feel an Emoji in Facebook Ad does not fit or complement the spot you have placed it in your Facebook Ad, feel free to replace it with another one. There are vast libraries of Emojis available on the web, and even smartphone keyboards have support for Emojis. Going through a gallery can help you pick one that will have an impact on the reader. The image below shows where to find the Facebook emoji gallery:

Facebook Ad Emojis

(Image Credit: Lifewire)

Emojis and Content

Emojis and the rest of your Ad message should balance well enough to appear comfortable to the reader. The Emoji should not attract more attention than the content, and both should complement each other. As you prepare the content, be sure to create something unique and brief as the message will be stronger this way. The reader will be sure to read the rest of your content owing to the Emoji. When you have taken the time to balance out the Emoji and your ad’s content, the results will be pleasing.

Budgeting the amount of content appearing together with your Emojis will also ensure that none drowns in the other. Simple short sentences that are less than eight words in length are usually the most effective means of passing a message to the reader together with Emojis. A brief message that has an Emoji to back it up makes the user remember the Ad, and they will be more likely to click on it. A lot of content, in contrast, drowns out the visual effect that the Emoji was supposed to make next to the words.

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Color Choice

Colors are an essential part of any advertising campaign, and consulting with a designer to choose a color scheme for you is crucial. It will ensure that you decide on Emoji colors that are comfortable for the readers and a scheme that matches the rest of the ad. Colors that do not blend into the rest of the Ad are not a good option when preparing the Ad and should be avoided.

Contextual Placement

Since Emojis are supposed to convey emotions, their contextual placement in an advert on Facebook should be carefully planned and well informed. The context also makes the Emoji in Facebook Ad more powerful, and the reader does not have to spend too much time on the Ad. An Emoji in the correct emotional context will make your Facebook Ads more successful, and the campaign will get more conversions in this way.

One must take their time to ensure that nothing looks out of place when preparing the Ads. Emojis that seem out of place might seem spammy, and one should be very careful to ensure that they review the Advertisement before starting the campaign. The readers will also be more likely to click on an Emojis ad if they are visible enough and not hidden. Check out the emoji below placed exactly where it needed to be to point out the ads website link:

Facebook Ad Emojis

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(Image Credit: Karola Karlson)

Placement of the Emoji

Some advertisers choose to have the Emoji directly before the words in the advertisement. Others choose to add Emojis to Facebook ads at the end of the content while others place them in between. Either way, you must decide where you will place these Emojis in relation to the rest of your advertisement’s content to create a sense of balance. Emojis placed in the middle of the content also serve as a replacement for words and reduce the ad message’s length. This is economical and helps to convey the message to the reader in fewer words. Additionally, the reader will be more willing to click on a button or a link if the ad is friendly to them.

Emojis and Friendliness

Facebook is a network for friends, and as this goes, Emojis too should be friendly. They should appear like best buddies to the reader of the message and not enemies. The reader should be able to relate to the Emojis the moment they pop up on their page. Testing for Emoji recognition and association is crucial as you go about setting up your Facebook advertisement campaign. It will ensure that you know what kind of Facebook Ad Emojis the users relate to and which ones are not commonly used.

For instance, the Emojis that the users themselves use while sending text messages to their friends can significantly impact those they rarely use. This is because they have become attached to these Emojis and relate better with them. It makes the readers closer to the message being passed across.

Call-to-Action and Emojis

Online businesses can use emojis to convince the audience into taking action, such as subscribing or downloading educational material on the link provided. This will only be possible if the Emoji context is placed together with the rest of the message is relevant. The reader will likely download a PDF from a cyber-security advertisement if the Emoji depicts an image of burning data.

It is also critical that the Emojis used for severe and essential messages match the message’s tone. The Emojis are not always relaxed, and some of them represent a creased forehead. The message that is being passed should be complemented by the Emoji and not opposed. Your Facebook campaign’s high conversion rates are possible with Emojis that have been carefully selected to fit in with the rest of the advertisement. The user should not tell the difference between the ad’s text message, the buttons, and the Emojis. All these elements of your Ad must work together to pass the message to your audience.For example:

Facebook Ad Emojis

(Image Credit: LeadsBridge)

A/B Testing with Different Emojis

At times, you might be at a complete loss on what Emoji to use for your Facebook campaign. The reason for Facebook ads Emojis not working might range from them not being relevant to them not being recognized. If your budget allows for some initial testing with a sample audience, you can perform an A/B test to know the difference. Advertisers can use a different Emoji for two versions of the same Facebook advertisement, which only runs for a segment of the total time you intend to keep the campaign running.

During this time, you observe the performance for both Emojis and then get to decide which one you will remain with and which one you will discard. The A/B testing might seem like a worthless and expensive undertaking, but for companies that intend to reach audiences and make an impact with Facebook-Ad Emojis, it is worth it. Do not hesitate to change and modify Emojis based on the statistics that you have collected so far. These little tweaks can mean a lot of difference in the long run and should be part of a continually evolving Facebook marketing process.

Facebook Ad Emojis

(Image Credit: Madgicx)

Avoid Saturation

The saturation of an advertising message with Emojis is detrimental to the campaign’s success. Too many emojis tend to act like too much spice in food, and customers in a hotel will not appreciate the services they get owing to the saturation. Always ensure that you have a reasonable number of Emojis in the Facebook campaign and not excess. A correct number of Emojis will be comfortable for the audience to look at and linger in their memories for longer. The campaign will perform better when you have the right balance of Emojis and content on your Ad. Saturations are usually embarrassing and should be avoided at all costs.

Measure Reactions

Emojis are the simplest way to reach online and in the digital space at large. They have been used from the very early days of Facebook to indicate alike for a post made by a user. Nowadays, the Like has evolved to include Emojis that indicate exactly what you feel about the post that has been made. Reactions are easily measurable through the performance statistics of your Facebook marketing campaign.

As you notice trends in the performance, be sure to tweak a few things here and there to see whether your campaign can perform better with more hearts or more kisses, for instance. Using the analytics from the campaign is also important as it helps you adapt to the audience’s changing perception and how they react to your Emojis. Facebook Ad Emojis usually catalyze reactions and emotions expressed by your audience, and measuring this can be used to improve. For example:

Facebook Ad Emojis

(Image Credit: Socialbakers)

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Use Relevant Emojis

If your message is supposed to incite a specific type of reaction from the audience, you should also include Emojis representing this kind of reaction. The emotion you incite from the audience will precisely be what emanates from them as they read your Ad and look at the Emoji you have included. The Emoji’s relevance to the rest of the message should also be investigated and keenly questioned before making your Ads live. This gives it a reason to appear with your content and enhance your message to the audience. Your readers will most likely want the messages that include the Emojis to reflect their emotions, and relevant Emojis capture this accurately.

If your marketing campaign is one for the season, be sure to conduct a little research on the trending Emojis currently used by people to communicate. This will ensure that your selection of Emojis to use in your campaign is something that reflects the current state of the season, and readers can easily associate with it.

Avoid Mismatch

Balance is a critical component of any advertisement, and brands worldwide are employing designers to ensure a visual balance in their Ads. On Facebook, Ads should balance the words spaced out by the Emojis, making as much sense and impact on the audience as the Emojis themselves. It would be best to avoid a mismatch as it will twist and distort the message that you intend to pass to the audience. It will also cause the wrong message to be conveyed and bring about lots of confusion. Therefore, you must take the time to ensure a balance of concepts before releasing them to the wild. A mismatch is one of the likely reasons for Facebook Ad Emojis not working.

Incite the Correct Reactions

Emojis have been known to affect emotions, and your audience will always have a reaction when they read your message. Always ensure that you are using Emojis for Facebook Ads that are respectful and within limits of decency and the freedom of expression. Anything beyond this will tarnish your good name and cause your advertisement to be removed from Facebook. The Emoji Facebook ads should not trigger people into causing mayhem or causing grievous harm to others. They must be within safety limits and thoroughly reviewed to ensure that they are emotionally and psychologically safe for use on Facebook. It could also be why facebook ad emojis are not working as it gets filtered out by Facebook.

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To sum it all up, Emojis are powerful elements of any Facebook Advertising campaign in the sense they summarize the entire message into simple icons. Partnering with Diib Digital can give you a good idea of how well your emojis are received and if they need adjustment. Here are a few of the features of our User Dashboard you’re sure to love:

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Using emojis can show your potential customers that you have a human side and are fun and friendly.

Click inside the box where you want to add the emoji. Click on the smiley face icon under the comment box to open the emoji menu. Select one (or more) emojis from the list.

There are emojis that are copyrighted, hSo the short answer is that yes, there is such a thing as an “emoji copyright.” This is why an emoji may look different on different devices.

These are punctuation marks, letters and numbers that create pictorial icons that usually display an emotion or sentiment.


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Daniel Urmann

Author Bio:

Daniel Urmann is the co-founder of Diib.com. Over the past 17 years Daniel has helped thousands of business grow online through SEO, social media, and paid advertising. Today, Diib helps over 150,000 business globally grow online with their SaaS offerings. Daniel’s interest include SMB analytics, big data, predictive analytics, enterprise and SMB search engine optimization (SEO), CRO optimization, social media advertising, A/B testing, programatic and geo-targeting, PPC, and e-commerce. He holds a Master of Business Administration (MBA) focused in Finance and E-commerce from Cornell University – S.C. Johnson Graduate School of Management.


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