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More and more users use emojis in their online conversations every day. However, excluding well-known brands, the number of small businesses that have considered using emojis in their marketing strategy is significantly low.
Why this discrepancy? Are emojis truly of little use to small business ventures, or is it these businesses that fail to fully exploit this trend?
A/B Testing
Before proposing them to our clients, we wanted to verify their utility and effectiveness by conducting A/B tests on Facebook for our internal communication.
For the search of a Junior SEO/SEM Specialist to join our agency, we used Facebook Ads Campaigns to promote our search.
Here are the two banners we prepared:
All elements are identical except for the presence of emojis that appear in the headline of the first post.
The Outcome
The result was a clear preference for the post with emojis, which achieved compared to the other:
- a higher CTR (click-through rate): 1.34% vs. 1.26%
- a 20% lower cost per click
- a 25% higher number of clicks
In light of this and other similar A/B tests, we decided to increase the use of emojis in our clients’ Facebook Ads, obtaining excellent results.
It should be noted that each brand and advertisement is unique, and to achieve results, it’s not enough to use a few emoticons – it’s necessary to understand how to best utilize this tool based on the objective.
Aligning Communication with the Message
In our example, we chose emojis for their ability to make communication more ironic and playful. Since our goal was not only to inform about the open position but also to convey the internal atmosphere of our agency, we tried to use them in a way that would make the headline as pleasant and lively as possible.
“A.A.A. wanted” deliberately echoes the lyrics of the hit song “Occidentali’s Karma” by Francesco Gabbani, which was at the top of the charts and continuously played on the radio during the post’s sponsorship period. In this case, a musical note and a monkey were enough to make a difference and make the reference clear.
Have you already wondered which emojis might be most suitable for your business? Test them now to see how they can give an extra boost to your Facebook Ads.
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