For example, a couple plus the Thai flag plus a diving mask plus a couple of fish, turned out to be a suggestion about diving in Thailand. With 62% more views than the account’s Q2 average, the Tourism Authority of Thailand’s “World Emoji Day” WeChat post illustrated activities in Thailand through emojis, with the same tap-to-reveal mechanism as similar WeChat posts. Tourism Authority of Thailand – Shanghai Office The post got more than 36,000 views, 71% higher than Cathay Pacific’s average in Q2.Ĭathay Pacific used emojis to represent cities the airline flies to around the world, such as Tokyo and Amsterdam A combination that included a mountain, sushi, shopping bags, and a train illustrated “Tokyo”, and a bicycle, tulip, and painter next to sunflower and night sky emojis equaled “Amsterdam”. Again, readers first guessed, then tapped the screen below to reveal the answer. For example, the combination of an emoji for the world + the “top” emoji + a building, represented the world’s highest building: the Burj Khalifa.ĭubai’s attractions were illustrated using emojis, such as “world + top + building” = the Burj KhalifaĬathay Pacific’s mid-July “World Emoji Day” post illustrated destinations that the airline flies to, using emojis. This post illustrated Dubai attractions with emojis – readers guessed the answer, then tapped the white space below the emojis to reveal the landmark. The first of these new emoji-themed posts that we noticed in 2020 was a WeChat article in early April by Dubai Tourism, which received 15.5% more views than average for the account in Q2. ![]() We’ve chosen some of the highest performing emoji-themed posts on Weibo and WeChat by international tourism brands to illustrate the trend and how to incorporate it into your B2C Chinese marketing content. But the trend in 2020 is now to make emojis the central theme of the post, and there are many ways to do this. ![]() They attract high engagement on WeChat and Weibo, and they’ve been used successfully by destinations, airlines, and cruise lines.Įmojis are important especially for Weibo marketing, to break up text and add an element of fun and color. Starting in the spring of 2020, we’ve noticed a new trend taking off for social media marketing by international tourism brands in China: Emoji-themed posts.
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