An emoji is a small digital image or icon used to convey an idea or emotion though digital communication. “Emoji” is Japanese for “picture character.”

1. Instagram posts
contain emojis.
1/2 of all
TheOxford
Dictionary's 20
15WordoftheY
ear
Order a pizza by texting an emoji.
The emoji is used 4X MORE than
texting “Easy order!”
Celebrated its 40th anniversary
with custom emojis.
Created chicken fries
emojis to celebrate
a new menu item.
Sent a creative tweet
using only emojis.
This tweet earned over 146,000 retweets.
Campaigned for a taco emoji.
Brought emojis to life
in a video ad.
Apple lobbied to remove
the rifle emoji in response
to gun violence.
Brands that use emojis and execute them well have
an opportunity to engage using a new form of language
that resonates with consumers.
it is relevant
to them
it is important
to them
it is interesting
to them
There are two ways of analyzing emojis to measure
consumer sentiment:
stirs their emotions like to give
their opinion
Software Analysis Manual Analysis
is different than
other ads
it is informative
to them
70% 65%
60% 65% 65%
70%
WHY DO CONSUMERS RESPOND TO ADS
WITH A POSITIVE EMOJI?
Emojis can play a key role in consumer engagement
when brands stay on top of what their audiences
prefer and communicate with them accordingly.
challenges with emojis
Subjectivity
varying usage
across platforms
appropriate execution
tedious segment
analysis
inability to react
to sentiment in real-time
Reactions buttons launched February 2016
which allowed users to respond using more
emoji than just a “like.”
of Reactions on Facebook still consist of
“likes,” which means only 3% of users
are using the new emojis.
97%
An emoji is a small digital image or icon used
to convey an idea or emotion though digital
communication. “Emoji” is Japanese for
“picture character.”
To succeed with emojis, marketers must determine
how consumers are already talking about their
brands and find new ways to provide value. This
includes creating new forms of expression that fit
naturally into existing conversations and leveraging
the way consumers communicate to better
understand their needs and preferences.
Emoji use is exploding
and these popular symbols
are now a full-fledged part
of consumer language.
Brands are using them, too.
Brands have increased their usage of emojis by
777% since January of 2015.
The inclusion of emojis in marketing messages has grown
by 20% month-over-month since the start of 2016.
Emoji-enabled ads
generate click-through rates
20X HIGHER
than the industry standard.
An emoji version of a tweet can generate
24.5% more engagement
than a non-emoji tweet.
Campaigns that leverage emotional content
perform TWICE as well as those with rational content.
Emojis activate the same region of the brain
associated with emotional processing.
Emojis are a valuable source of data that help brands better
understand consumers and how they feel about ads.
79%
How Em jis help marketers
engage with consumers
how emojis can impact
consumer engagement
CONNECTING WITH CONSUMERS
UNDERSTANDING CONSUMERS
Sources:
http://worldemojiday.com/statistics/
http://blog.oxforddictionaries.com/2015/11/word-of-the-year-2015-emoji/
http://emogi.com/documents/Emoji_Report_2015.pdf
http://thenextweb.com/socialmedia/2015/05/04/emojis-emojis-everywhere/#gref
http://digiday.com/brands/digiday-guide-things-emoji/
https://blog.appboy.com/emojis-used-in-777-more-campaigns/
http://adage.com/article/digital/top-ten-emoji-campaigns-2015/301687/
http://emogi.com/documents/Emoji_Report_2015.pdf
https://www.buzzfeed.com/charliewarzel/thanks-to-apples-influence-youre-not-getting-a-rifle-emoji?utm_term=.kdbev9d1d#.sw8EvYRWR
http://www.techradar.com/news/wearables/facebook-brings-reaction-emojis-to-virtual-reality-1323856
http://emogi.com/documents/Emoji_Report_2015.pdf
http://www.adweek.com/socialtimes/this-is-why-you-should-use-emojis-to-boost-engagement-on-social-media-ads/633503
http://www.quicktapsurvey.com/blog/2016/04/18/the-scientific-reason-your-business-should-use-emojis/
http://www.usatoday.com/story/tech/news/2016/02/24/facebook-reactions-launch/80803468/
https://www.quintly.com/blog/2016/05/facebook-reactions-study/
jis
JUL
2014
mar
2015
aug
2015
JUn
2016
feb
2015
may
2015
oct
2015
World Emoji Day takes place on July 17.
Last year, the hashtag #WorldEmojiDay was used
309,571 times on World Emoji Day.
inspired by
this emoji
said emojis helped
express feelings
and be better
understood.
70%
92%
emojis.
of the online
population uses
Emojis are sent around
the world via mobile
messaging daily.
6 BILLION
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