Smart digital marketers know that mobile messaging is the next great platform for reaching motivated consumers. Emojis, GIFs, stickers and other visual content represent a new frontier for marketers hoping to target this rapidly growing audience.
So far, the opportunities have been quite limited for brands looking to break into mobile messaging. Branded content has been locked in third-party keyboards, apps or sticker packs, forcing users to manually search for images and emojis to insert into their conversations.
Emerging technology
Mobile messaging platforms like Giphy and Tenor have been working to provide new ways for marketers to create and circulate branded visual content for mobile. Currently, both Giphy and Tenor let users search for GIFs without leaving a conversation. Apple iMessage has a predictive emoji setting that will intuitively suggest an appropriate image to replace a word within a text message.
These technologies are just the beginning.
Brand opportunity
Emogi, another visual image platform for mobile messaging, now offers relevant GIFs and animated stickers that users can incorporate naturally into their conversations based on their location, use of certain emojis or other triggers. For example, a person sending a text from a library will gain instant access to a host of GIFs and stickers related to books that they can share right inside their messaging app.
According to Travis Montaque, Emogi founder and CEO, the platform lets brands insert themselves into users’ conversations seamlessly.
“When it comes to mobile messaging, consumers are in total control,” explained Montaque. “That’s why it’s so important for brands to approach the channel in the right way—by delivering hyper relevant content for consumers to use in the moment—without interrupting their conversation.”
This presents a great opportunity for marketers. Delivering relevant, branded mobile content at precisely the right moment means brands can gain access to and benefit from powerful word-of-mouth buzz from highly targeted, highly engaged users.
Getting it right
The appeal of visual content marketing across mobile messaging platforms is undeniable, yet it’s important to strike the right tone in order to implement a successful campaign.
It’s about finding the proper balance between creating content that’s visually appealing and engaging, while employing solid data and metrics to deliver that content to the target audience.
