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Agencies analyze data behind Emojis
Manuela Walfenzao| 7 de julio de 2015
Instagram registró un incremento de 50% en el uso de emojis en los últimos dos años
Brands and agencies are analyzing the data behind a new form communication: emojis. The aim of the research is to interpret the drawings, evaluate iconographic communications habits on sms, Instagram and Twitter, as well as harness the communication opportunities it offers to create brand presence.Digital agencies have realized that evaluating these images is as relevant as evaluating text in social media. “The use of emojis is like observing a new language right in front of us,” said Tony Clement, VP of Analytics in Big Spaceship. The digital agency works with technology firms to develop tools that allow the use of emojis to track how people relate to brands.The goal is to use some of the techniques that already exist to measure how people relate to products through words on social media, but in this case, the raw material are those small images, because a blue heart doesn’t mean the same thing as a red one. The purpose of the research is to learn the nuances behing this iconography. “Basically I’m adopting a new language how does that inform an advertising strategy?”, added Clement.Instagram registered a 50% increase in the use of emojis in that social network in the last two years. Brands like Chevrolet have already attempted to harness the language and have included it in their latest campaigns.
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