World Emoji Day, is July 17th
Emojis have the unique ability to convey a wide variety of emotional feelings without words and with only one small picture character. Around since the late 1990s, the emoji has truly become one of today’s current phenomenons.
Industry experts estimate that last year alone, tens of billions of messages with emojis were sent, and according to Twitter, more than 110 billion emojis have been tweeted since 2014. Emojis have spread throughout Unicode’s blocks of numeric codes and the Unicode Consortium continues to add characters every year. They are even used by the White House. These emotion packed graphic characters have a remarkable year-over-year campaign usage growth of 777%, a month-over-month growth of over 20% … and increasing. Industry sources report, email alone has seen a year-over-year increase of 7,100%.
To further underline emojis prevalence in today’s society, in 2015 for the very first time, the Oxford Dictionaries Word of the Year was a pictograph – or emoji. Officially called the ‘Face with Tears of Joy’, it was chosen as the ‘word’ that best reflected the ethos, mood, and preoccupations of 2015.
As marketers we understand the value that comes when brands connect with consumers at an emotional level. Which emoticons may resonate with your audience and message – consider these finding from one industry study:
- Happy faces at 44.8% are the most widely used emoji - Sad faces account for only 14.3%
- Individual vs Brand usage:
- Individuals using emojis in their own Tweets frequently use face emojis
- Brands use more eye-catching emojis and those that evoke emotional responses
- There are about six emojis that are common among both groups – these tend to convey emotion and build rapport -
- Americans love royal themed emojis - they tend to use emojis such as the crown or princess more than twice their British counterparts
- Mobile marketers are using emojis more often in their push messages
- The retail & commerce industries have seen the largest growth in emoji usage, peaking during the holidays
Interested in using this creative tactic? Consider testing usage of the Party Popper , Sparkles , Thumbs Up or Wrapped Present to highlight or emphasize a communication. If you decide to try other emoticons make sure you understand any hidden meanings, and overall placement within the context of your greater creative to confirm it contributes to the brand’s message and does not impair image or relevance. Emojis are most effective when they are used strategically and with intention. Used successfully emojis can be a powerful tool for a marketer, they provide emphasize in a tone that you just can’t get with words alone.