Abstract
Digital communication continues to accelerate in growth through various digital communication channels. Although brands use visual expressions such as memes and emojis on social media, it is crucial to understand the strategic significance of using these visual elements in a digital communication strategy. In this study the researcher investigated the strategic use of visual expressions in digital communication strategies. The aim was to explore the strategic use of visual expressions on digital communications at Discovery. Semi-structured interviews were conducted with seven digital experts in South Africa and Germany who were purposefully selected to understand people’s experiences with the use of memes and emojis in brand communications. Participants were divided into two groups, general digital experts and digital experts at Discovery. A thematic analysis method was used to analyse data from the interviews. Findings from the research indicate that visual expressions used in brands are key in creating connections with consumers. Furthermore, brands and consumers use memes and emojis to not only start conversations, but they are also used to express emotions and drive online engagements. Brands are advised to be cognisant of potential reputational risks however, and to recognise the need to understand the meaning of visual expressions to avoid using them incorrectly. The results suggest that the use of visual expressions is very impactful in digital communications and that when brands communicate using the language that consumers use when communicating with friends and family members, the brand becomes relatable. It is therefore recommended that brands consider using visual expressions more in order to build long term relationships, connect better with consumers and improve engagement. This approach will not only help to humanise the brand, it will also enhance its relevance. Key terms: memes; emojis; visual expressions; brand engagement; brand interaction; brand communication; relationship building; brand relevance; digital communication.
M.A. (Strategic Communication)