Brands love to use emojis — but here's the proof they're doing it all wrong
They really love emojis, something that picked up among social-media managers around the middle of the 2010s, according toPresumably, this is an attempt at speaking to potential consumers in the language they relate to. The problem is, you can know the language, but still be picking the wrong words, or — in this case — images.
Brands' top five, according to this research, were the fire emoji, the finger pointing to the right, a football, a blue heart, and a cocktail. That tracks, as I don't think I've ever seen any of the other emojis typed by a personal account on social media or elsewhere.
Consumers have much more natural understanding of emoji. The rest of the top five includes the red heart, which feels much more natural than a blue one, the cry-laughing emoji which has nowthat brands might be wise to avoid, the sobbing emoji, and — my personal favorite — the"sparkles," which as well as being aesthetically pleasing can be used to denote sarcasm in a passive-aggressive way. Sort of like a newer, more fun version of putting words in asterisks.
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