In the list of priorities of the companies and in the list of elements to create a brand communication, there are many elements that are usually included among the fundamental questions that should not be neglected when establishing relationships between them. But, nevertheless, there are many elements that tend to be somewhat left out or that are not usually considered as very important because they are too informal or too (they believe) irrelevant. But what if the brands considering this are actually wrong? What happens if in fact all these elements that are considered almost second-rate are a determining factor in achieving what brands want most today, engagement?
Among the conversational elements that have appeared in recent years in the heat of applications and social networks are stickers. Stickers, stickers if we translate it directly into Spanish, are drawings (sometimes animated) that can be added to the conversation to convey a specific message. Line, the Japanese messaging app, is one of the great examples of the power of stickers. Theirs are carried out by different characters of their own (who have become attractive enough to generate their own merchandising) and by others created by third parties.
In Line it is also easy to find stickers of brands and products, which in fact have made them an element for campaigning and a bonus for them. One of Coca-Cola’s campaigns, for example, made consumers become Paraguay Phone Number List friends with the profile in the brand’s app in order to access their own collection of stickers. In addition, the stickers are also a source of business for the app, which also sells them to those who want to expand its collection. 20% of Line’s income has already arrived (these are figures for its 2014 results) through the sale of stickers.
But Line is not the only one that has launched itself into the sticker trade and it is not the only one that has allowed brands to play with them. This type of animations and drawings, with a certain naive air and with a certain childish touch, have begun to assault the rest of the network. Facebook has also incorporated them, first in its messaging services and now in the entire social network. The signature already allows you to comment on a status update with one of those stickers.
According to figures from Facebook itself, 350 million stickers are already moved on the social network every day. “Think of it as the new generation of LOL, where images replace words,” Nicola Mendelsohn, Facebook’s vice president for EMEA, told British media at a conference in London. Images, she recalls, are processed 60,000 times faster than words, which makes the messages that come through them to be identified and consumed much faster.
Not only the speed of consumption of these contents makes them something attractive when creating brand communication. Stickers are one more way to strengthen engagement and get consumers to react to a product, brand or character. Deep down, stickers are a kind of new gif: they generate positive feelings in users, they are fun and easy to use, and they have become viral and desirable material.