Thomas from Ariyh - 🎓 Use GIFs or emojis, but not both
🎓 Use GIFs or emojis, but not bothGIFs and emojis improve message engagement (e.g. more attention, less unsubscriptions) and outcome (e.g. time spent in app). Don’t use both at once or the effect backfires.New to Ariyh? Join 6,848 evidence-based marketers for 3min insights 💡 based on research 🎓 to grow your business 📈 If you find these insights useful please share them with your colleagues and friends, Ariyh grows thanks to you! Today’s insight is brought to you by… Rotterdam School of Management Leading high-performing remote teams doesn’t have to be a struggle. Learn how to do it right in RSM’s free MBA talks on September 16! Rotterdam School of Management, Erasmus University (RSM) is one of the top-ranked, triple-accredited, most corporately connected European business schools. In the webinar you will also learn more about the #1 MBA in The Netherlands. Want to sponsor Ariyh? Here’s all you need to know. 📝 IntroShould you use GIFs or emojis in your communications with customers? We’ve looked before at research that tells us that emojis are an effective way to boost your social media posts. But what about emails, in-app messages, SMSs, or other digital messages? And do GIFs also work as a way to boost your message? We now have a scientific answer. This study is based on a randomized field study with 10,701 users of a mobile app and several lab experiments, including one using eye-tracking. P.S.: As always, remember that scientific evidence comes with clear limitations. If not, it’s probably not real evidence. So always check out the limitations section before applying these recommendations. Previous insight: How to respond to complaints on social media (All insights here) Use GIFs or emojis in your messages, but not bothImpacted metrics: Engagement | Customer spending 📈 RecommendationEnrich your digital communications (e.g. email, in-app messages) with either GIFs or a moderate number of emojis. Your message will be better received (e.g. reduce unsubscriptions) and be more effective (e.g. increase in-app time and spending). Don’t use both GIFs and emojis in the same message or too many emojis at once. The effect will backfire. 🎓 Effects
(Two versions of the email sent to app users in one of the experiments, one with only a GIF of a moving ship and one with both the GIF and emojis - Click to zoom in) New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3min practical insights 📈 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeField experiment (with users of an undisclosed mobile gaming app) and lab and online experiments. France 📖 ResearchBashirzadeh, Y., Mai, R., & Faure, C. (June 2021). How rich is too rich? Visual design elements in digital marketing communications. International Journal of Research in Marketing. 🏫 AffiliationsRennes School of Business and Grenoble Ecole de Management. France Remember: Because of the groundbreaking nature of this paper, it could be disproven in the future (although this is rare). It also may not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? Want to sponsor Ariyh or ask a question? -> Reach out at thomas@ariyh.com New to Ariyh? -> Subscribe below or read other 3min marketing insights here |
Older messages
🎓 How to respond to complaints on social media
Tuesday, August 31, 2021
Limit yourself to one informative reply that shows empathy, then take it private (eg email, phone). Multiple public responses can hurt your brand and firm value.
🎓 Anniversary special: Top 5 insights
Tuesday, August 24, 2021
Executive summaries of the 5 best insights from Ariyh's first 6 months.
🎓 Which online channels to prioritize
Tuesday, August 17, 2021
If your product is hedonic (eg toys) focus on social media and your product page. If your product is utilitarian (eg office supplies) focus on search ads, review websites, and deal platforms.
🎓 Using NPS to predict growth
Tuesday, August 10, 2021
Net Promoter Score (NPS) is often called “The One Number You Need to Grow”. This is false. But it can predict growth if you survey all your potential customers and track its changes over time.
🎓 The Amazon effect
Tuesday, August 3, 2021
Amazon keeps changing people's expectations, and it's not all about free fast shipping anymore. Shoppers are now most dissatisfied with the return and refund handling of non-Amazon retailers.
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