The Art of Emoji Localization
There’s a good reason why emojis keep popping up in more brands’ marketing content.
When used effectively, these playful little icons have the power to enhance campaign messages. They can help your brand resonate with younger audiences. They can bring a sense of fun and immediacy to campaigns. Or they can help to connect on a broader scale, by tapping into universal human emotions.
When it comes to using emojis in multi-market campaigns, however, it’s key to consider how different symbols are interpreted differently in different parts of the world.
How a hand gesture, facial expression, animal or even piece of fruit is understood in English-speaking markets could be entirely different to how they are received in Asia or the Middle East. And that means your global campaign runs the risk of not resonating, causing confusion or, in the worst-case scenario, causing offense.
Here we look at the key considerations for localizing emojis across different markets.
Why the Thumbs-Up Isn’t Always OK
In English-speaking markets, the thumbs-up symbol is universally used to give approval or agreement – like saying “sure”, “OK” or “absolutely”.
In many parts of the Middle East, however, the thumbs-up can cause serious offense. In these markets, this seemingly innocent hand gesture is seen as the equivalent of giving someone the middle finger – far from positive, to say the least.
But differences in interpretation aren’t just geographical, they can also be generational. Recently, many members of Gen Z took to Reddit to discuss why they see the thumbs-up as a passive aggressive gesture.
The thumbs-up is not alone when it comes to hand gestures that can be interpreted differently by different audiences. Take the clapping hands. In China, this symbol can refer to making love. Then there’s the rock-on horns symbol. In Latin America and some European countries, this can denote adultery or cheating.
The point is, emojis aren’t one universal language. Geography, as well as age, can have a big impact on how they are received.
Key Considerations when Localizing Emojis
Think about the cultural context. As we have seen, not all emojis are universally understood in the same way. This is where market-based writers and translators can show their true value. During localization, they will look beyond the copy to ensure emojis are suitable for the specific cultural context – and if not, will suggest suitable alternatives to match the message.
Don’t make the emoji the message. While emojis can often be adapted to suit the local context, this isn’t always possible. Which is why it’s important to ensure your ad or headline doesn’t rely on emojis to get the message across.
Avoid emoji fatigue. Even prior to localization, it’s a helpful exercise to review your emoji use to avoid emoji fatigue. Adding endless emojis runs the risk of coming across as gimmicky to younger generations or causing confusion among older generations. If there is no added value, consider cutting back.
How Mother Tongue can help
Mother Tongue works with teams of market-based writers and translators to support brands looking to go global. We consider all the cultural implications of both copy and visuals, to ensure your campaigns properly resonate in your target markets.
Get in touch to find out more about how Mother Tongue can support you with all-round content and campaign localization that looks beyond just the words on the page.