The Emoji Report

Leading social listening tool, Brandwatch, analyzed every emoji published on Twitter for the past two years. They looked at over 6 billion emojis and tracked learnings across industries, time of year and gender. Read the full report HERE

Highlights include:

  • On average 250 million emojis are posted online each month. The month with the highest volume of emoji use was in July 2016, seeing 293 million. This was partly due to the UK’s European Referendum. In fact, in the months during and following the referendum, negative emoji use grew by 3%.
  • On average, 75% of the emojis on Twitter are positive and 25% are negative.
    • Over the last two years, the use of negative emojis grew from 23.2% to 25.4% – an increase of 9.5%
    • The largest volume of negative emojis was recorded during the month of the American election (8th November 2016). During the week of the election, negative emoji use grew to 28.9% (a two year high)
    • Negative emoji use grew by 3% in the months before and during the British EU referendum (23rd June 2016)
    • The highest percentage of positive emojis was recorded back in February 2016 (76.8%). This was partly due to hundreds of thousands of fans wishing @Harry_Styles a happy birthday 
    • 31% of emojis used over the past two years expressed joy
      • The use of negative emojis averages at 22.5% during the day (6am to 8pm)
      • However, during the evening (8pm to 6am) negative emoji use grew to 27.3% – an increase of 21%

      In a similar light, the volume of positive emojis increases in the run-up to the weekend:

      • The average usage of positive emojis on Friday and Saturday is 77.7% 
      • On every other day, it’s 76.2% – a 1.9% decrease

Key takeaways:

Emojis are perceived by many as just a novel way to communicate, and most of us underestimate the value of them.

In less than 10 years the volume and variety of emojis have skyrocketed. Today, 95% humans online have used emojis, making it the internet’s most popular language.

It’s clear from this analysis that the volume of emojis will only continue to grow and increase in importance – we’ve seen the variety of emoji grow, and with the total number of emojis expanding to almost 3,000. As such, more and more emojis will start to replace everyday words and phrases.

This makes the analysis of emoji usage online a vital activity. Brands, organizations, governments, and others can uncover genuine insights in monitoring emojis on a macro scale. Whether it’s assessing brand health against the industry average, or emotion by location.

Brands, in particular, are set to garner the most value from emoji analysis as it provides a real-time look at how their brand, products, and services are perceived online compared to their competitors.

That’s today, but it wouldn’t require much effort to imagine a world in the near future where the volume of positive or negative emojis next to a brand name could be used to help determine a company’s market cap. Or a world where a 100% increase in emojis that represent illness help identify potential health issues across geographies.

With that in mind, here are four predictions :

  1. Emojis will cement its position as the only language that allows us to communicate with anyone globally
  2. The type of emojis available online will continue to diversify (e.g. Animojis and Bitmojis)
  3. Because of this, emojis will start to replace text as the key provider of context in future conversations
  4. Brands, organizations, and governments will analyze the use of emojis on a macro scale in real-time.

What it’s hot:

As social strategists, we have this data at our finger tips. By conducting an emoji analysis for client brands and prospective clients we can bring a new understanding of audiences to strategy and marketing tactics.