Here at Tribalism one of our many talents is campaign management and media creation. We have worked with multiple clients from different industries, and have worked on many different types of campaigns and have come to notice an interesting pattern that we will be discussing in the following blog article - as we believe there isn't enough information about this topic on the net currently.
It seems LinkedIn is not a fan of emojis when it comes to advertising, especially videos. Oddly enough it seems that if you use more than 4 emojis in the caption of your video creative, it will get rejected.
This is bizarre, seeing as we have used the exact same copy/text/captions for our clients imagery ads which were approved (and contain more than 4 emojis), yet for the video creatives - rejection is all that appears 🙄
Upon reading the below feedback of why our video creatives were being rejected and applying the feedback by removing emojis, it seems the only way for approval is unfortunately to either limit the use of emojis to a maximum of 4 or remove them completely, leaving the text plain and dull, which surely won't be as engaging for the audience and therefore defeat the purpose of the ad and destroy the goal of getting likes, shares, follows etc...
Creative Rejected Alert
To try and better understand this bias LinkedIn has towards emojis is also a struggle, as it seems there isn't enough explanation on the net.
There are in fact many sources which show ads that feature emojis have a higher click-through rate and much more engagement in comparison to the performance of the same ad without emojis (see here: Sprout Social). Furthermore, emojis can increase the number of reactions and comments on your ads, so why is LinkedIn restricting video creatives to only 4 emojis? 🤔
One of the only explanations that we could find said using too many emojis or the “wrong type” of emojis creates a misleading message and therefore causes the ad to get rejected. If this is the case why have previous ads been approved with the exact same content, and only video creatives are being negatively affected?
Regardless of the hurdles we managed to overcome this issue and create high quality gifs and video ads for our clients such as the ads below 😁
Marketing is no longer about the stuff that you make, but the stories you tell.