Have you ever asked yourself how many times a day you share your favourite emoji on Facebook and Instagram, or through iMessage? 

Well, these days emojis may be considered as an ‘universal online language’. Emojis are shaping the way we express emotions and ideas across languages, friends, and generations. At WE LIKE YOU we truly believe emojis make conversations more fun and make people (and brands) more likable and approachable. Why? Because they show support and lighten the mood of conversations. 

In celebration of the cultural phenomenon of emoji, Apple reveals new 2019 emojis and Adobe was exploring the impact of this emerging digital language on our lives, communications, and relationships ahead of World Emoji Day (July 17th). 

Interesting learnings by Adobe are: 

  1. Love, laughter and kisses are users’ favorite emojis, both individually and as pairings. 
  2. Three-fifths or 61% of the Adobe study participants said they use emojis at work, most frequently with people at their level. And, when emojis are used at work, the majority of emoji users feel they positively impact likability and make positive news feel more sincere.

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How emojis can work for brands

Good to know: over half of emoji users are more likely to engage with brands using emojis online and besides that, more than half of emoji users say they are more likely to open emails from brands that include emojis in the subject line. 

What’s clear is that the use of emojis adds personality to our written communication, and this seems to result in higher social engagement: people who use emojis more often have on average nearly 50% more followers, and create 52% more content.

The impact for brands on social media is mixed: whilst the use of emojis in branded content has minimal impact on Instagram and LinkedIn, it delivers almost double the engagement rate on Facebook, and even higher on Twitter.

Conclusion

Does this mean that every brand should start emblazoning their active social media channels with emojis? Not necessarily. The most important principle in social media is authenticity, and emoji-use may or may not be authentic for a particular brand. It’s critical that brands deeply understand their audience, and are clear what role they can play for them and what voice they should speak in. This understanding is best gained through listening to their audience’s conversations – not only on the brand’s channels but across the many communities that exist outside of the brand’s ecosystem. Armed with this insight, brands can then proceed with a mindfulness of their place in the conversation. This should help to avoid any incidences of the eye roll or anger emojis.