Why Every Brand Says It With Stickers

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“Our research tells us that Gen Z, our primary target audience, likes to communicate through stickers because it allows them to express themselves without having to say much,” he said. “We offer sticker packs to users through contests. Stickers then become bait to get them to do something, like explore our new product,” he added.

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Brands that want to look younger tend to use stickers for their marketing and communication activities.

Stickers are static or animated visuals similar to GIFs, but in smaller file sizes. They therefore take up very little space in your phone’s memory and are saved in the messaging app’s sticker library, making it easy to find them during a conversation. Unlike GIFs, which are mostly rectangular, stickers come in different shapes.

Over the past year and a half, stickers have become an essential marketing tool for advertisers wanting to be part of our daily conversations, as more and more people, especially zoomers, use them to communicate on social media platforms. messaging such as WhatsApp, Discord, and Telegram.

Brands pay anywhere between 10,000,000 and 50 lakh to specialists who design and promote branded stickers to an audience used to chatting using stickers.

“Stickers have become a way to place brands in conversations in a non-intrusive way,” said Ankit Prasad, founder and CEO of Bobble AI, a chat media platform whose keyboard app provides personalized stickers to 22 millions of active people in real time. users it claims to have.

“Nearly 100 brands including ITC and Mondelez and many major cricket tournament sponsors have created sticker packs with us lately,” Prasad added.

Brands that want to look younger tend to use stickers for their marketing and communication activities, said Harshil Karia, founder of Schbang, a digital agency.

Some of his traditional clients have also asked their sales professionals to create sticker packs to use in internal chats, he added. “We also created personalized stickers for Schbang employees to interact with each other.”

“Brands like Zomato also use stickers instead of emoticons when creating promotional campaigns with a screenshot of a fake chat,” said Suyash Agarwal, a 22-year-old from Kolkata who works as an assistant. creative producer in a content company. Agarwal is famous. in his social circle for his sticker library and struggles to have conversations on platforms where stickers cannot be used.

According to data from Sensor Tower, Sticker.ly, one of the leading sticker creation and discovery apps from Korean company Snow Inc, counts India among its top three markets. Sticker maker apps capturing nuances of pop culture in Indian languages ​​like Hindi, Tamil and Telugu also have a few million installs on Google Play Store. While Sticker.ly has over 100 million downloads, it boasts over a million user reviews for its Android app. “Apps like these don’t get as many reviews, but in this case the app creator invites you to watch an ad or leave a review to unlock more sticker packs,” Chinmay said. Dhumal, a 22-year-old tech writer and vlogger.

“Otherwise, Gen Z audiences believe in doing the bare minimum to get things done and won’t put in the effort to write a review for an app,” he added.

Popularized by teenagers, stickers are also gaining popularity among older demographics.

“We were using stickers while giving updates to investors on WhatsApp. It piqued their interest, and now they tell us that the stickers are widely used by their family members as well,” said FamPay’s Thaker.

However, Karia said discoverability of a branded sticker pack remains difficult because “most people are still experimenting”.

Additionally, stickers only work for specific brands and in specific contexts where they try to connect with audiences by being funny, entertaining, self-deprecating, or latching onto an element of pop culture, said Shagun Ohri, who runs a branding business. in Bangalore called The Satori Studio. “Brands will need to be careful with their sticker campaigns, especially when targeting Gen Z, as they don’t want to see logos in their WhatsApp chats,” she added. “The only place Gen Z likes logos is on their sneakers.”

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