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What’s all this about Twitter introducing emoji targeting then?

What’s all this about Twitter introducing emoji targeting then?

With over 110 billion emojis being tweeted since 2014, it’s no real surprise to see Twitter taking the hype one step further and introducing emoji targeting.  

What does this mean?

Advertisers can now target people who have interacted with content featuring emojis. It is thought this latest development, will allow marketing professionals to decipher a person’s current mood (based on which emjoi they were engaging with). This could impact the type of advertising content given to them.

What opportunities does this present to the education sector?

72% of 18-25 year olds say they find it easier to express emotion through emojis, rather than the written word. Mark Gaddes, Higher Education Advertising Manager at Net Natives, is already looking at ways this could work for sector: “It would be really interesting to observe the use of emojis on GCSE and A Level results days, whether a student has passed their exams (using a ‘cheers’ emoji), has received better results than expected (using a ‘shocked’ emoji) or has not achieved their predicted grades (using an upset emoji).

Twitter’s new emoji targeting feature could be utilised by institutions during Clearing, Keep Warm campaigns, etc.

What’s the downside?

Regardless of how interesting the concept of emoji targeting is, it’s not foolproof. People may misinterpret emojis or be using them incorrectly which means you can never be totally sure of how a person has interacted with that piece of content or their reason for using that specific emoji. Therefore, the targeting may not be 100% accurate. There is a lot of room for error with this new development, Mark continues: “Generally I feel that unfortunately there are many opportunities for inaccuracy in targeting with emojis because of how people use them to communicate in a variety of different ways (not just emotion – sometimes just to be visual or show sentiment) and the fact we all use emojis as part of everyday conversation in very unique ways.”

When could emojis be used for campaigns?

Despite Mark’s thoughts on the potential issues for specific targeting, he isn’t totally against the idea for using it for broader campaigns: “It is more likely to achieve good results for broader targeting based on the subsets of emojis i.e. ‘sports’ or ‘food’ for ‘sports’ and ‘food’ enthusiasts, rather than profiling based on someone who uses a single emoji frequently.”

Overall, this is certainly an interesting move from Twitter in order to develop their targeting and certainly one that Net Natives are excited to see how institutions and other business utilise moving forward.

Find out how best to effectively target your digital campaigns by speaking to an expert at Net Natives.

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