Mobile phone to send expression into the trend of brand business to see marketing opportunities

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August 19 CNBC, when it comes to "emojis", most people think that the style of expression that has been popular all over the world from Japan is very cute. Today, more and more brand marketers are thinking about how to make money from these expressions.

Advertisers are constantly adding their emoticons to mobile communications apps. Film studios, sports teams and other brands are focused on young people who spend a lot of time on Facebook's Messenger, WHATSAPP, micro-letters and Viber, introducing some of the specific expressions that apply to the above mobile-phone communications.

Facebook's app Messenger has recently launched a series of "death squads 3" features that are copyrighted to the Lion Gate Film Company. Disney and Pixar also launched a series of exclusive brand expressions, including Nemo and Toy Story Woody in the movie "Finding Nemo."

It is understood that Facebook representatives did not disclose more information on these cooperation details.

According to emarketer, a digital market research firm, communications applications are the most popular use of smartphone users around the world, and their usage grew by more than 300% last year.

Marketers are trying to find ways to get into the market for mobile communications.

Swyft Media has worked with a number of brand marketers to add their own expressions and stickers to popular communication systems. Evan Wray, the company's CEO, told CNBC: "Now you can send a smiley face or a cry, and you have the option of sending the expression and the texture of the next movie." This is for the brand, the user and our company is both win. "

Unlike regular SMS users, active users with network-enabled communications applications send an average of 96 expressions and textures per day, Swyft media said. Most of them are young people, and Asia is the biggest market for expression applications.

Wray said his company was able to track users ' usage, including the location, age, frequency of use, and the expression they liked most, which helped some brands understand the needs of the users and potential customers they were reaching.

At present, there are two ways for advertisers to make expressions. The first is to provide users with the authorization to pay for the use of the user, by allowing users to adapt and add to the brand after the gain. Another approach is marketing content. A brand can add its own expression to an application, encouraging users to use it free of charge.

Wray also said Swyft Media is working with a large film studio in Asia. The latter want movies to be popular with young people, who pay swyft to help them add their own facial expressions to some apps to boost the movie's income.

Ellie Wheele, head of Greycroft of a venture capital company in New York, says the main communications platform, including Facebook, is trying to find ways to make direct contact between brands and customers.

"The advantage of this type of marketing approach is that you don't have to interrupt or change the behavior of the user," she said. If there are some good content, users will be happy to use and love them. "

New applications are constantly being used, and users are often accustomed to using a variety of different communication applications, Wheeler that Swyft media will face the challenge of continuing to expand market share. "It is also a risk that large platforms seeking direct brand relationships to gain more profits may reduce the need for swyft media services," she said. "(Ammie)