Customer Success Blog | Emojics

Marketer’s Guide: How, When and Who Uses Emojis

Do you use the emojis?

Sure you do.

They let you add emotions and feelings to the text. More than 70% of people use emojis because they help them more accurately express what they’re thinking and another 64% use them because emojis make it easy for others to understand them.

emoji usage statistic

The use of emojis in marketing messages increase at an annual growth rate of more than 775%. Not using emojis in marketing makes you less appealing and you don’t develop an emotional connection with your audience.

People rely on their emotions instead of information when making purchase decisions. The emotional response to an ad is more influential on intent to buy than the ad or the marketing message itself.

Knowing how, when, and who uses emojis, you can use the most appropriate emojis in your marketing campaign to have a high influence on your potential customer’s intent to buy.

Let’s discover how, when, and who uses emojis to make your marketing campaigns more emotional.

How Uses Emojis

Brand Watch published The Emoji Report where they analyzed 6 billion emojis shared on Twitter in 2 years. The report shared top 20, top 50, top 100, and top 150 most used emojis on Twitter.

Here is how it looks like.

top 150 most used emojis on Twitter

Emojis that represent joy are used most accounting for 31% followed by disgust (21%), sadness (16%), fear (15%), surprise (10%), and anger (7%).

most used emoji

According to Twitter, one area where people post a lot of emojis is related to TV tweets. People can represent their feelings with the help of an emoji while watching a TV program.

The Face with Tears of Joy was found to be the most used and most popular emoji.

most popular emoji on twitter

The SwiftKey Emoji report 2015 revealed similar results. Happy face was the most used emoji among all the analyzed emojis.

emoji usage stats

Clearly, people love using joy emojis the most.

The question then is: Why?

According to psychoanalyst Donald Winnicott, joy and happiness are hard-wired into all of us. This is the first emotion that we, as babies, learn when we respond to our mother’s smile with a smile.

So it is something natural.

Brand Watch measured emoji usage over the period of two years to better understand how people use the emojis.

The results were interesting.

The use of emojis is associated with how people actually feel in their real life. And as such, they’re related to events and happenings.

  • The use of joy emojis increased significantly on December 25th each year in 2015 and 2016. Clearly, Christmas makes people happy.
  • Anger emoji usage increased by 33% due to Donald Trump.
  • The use of sad emojis increased significantly in May 2017 as a result of Manchester attack.

emoji segment graph

Now this doesn’t mean that the use of emojis is associated with the events all the time.

People tend to use emojis based on what’s happening in their lives. They’re free to do so, right?

Since Twitter and other social networks are used to interact and socialize with friends and family, so people are, generally, in a good mood when they’re using a social network. This explains why the use of joy emoji is significantly higher than others.

When Uses Emojis

What’s the most appropriate time when you use an emoji in a Tweet or an Instagram post?

Do you use emojis in the morning, afternoon, evening, or in the night?

You don’t know it but data shows that the use of negative emojis increases by 22.5% between 6 am and 8 pm while it reaches 27.3% between 8 pm and 6 am.

time of the day when people use emojis

However, people tend to use positive emojis throughout the day and its usage increases significantly during the weekend. On average, the use of positive emojis is 77.7% on Friday and Saturday.

Again, people tend to use emojis to express their current feelings on the latest happenings in their life.

For instance, when you’re going back home after a tough day in your office, you’re more likely to post a negative emoji on your favorite social network to express your fatigue.

Similarly, you’ll post a positive emoji over the weekend. Well, who hates weekend?

A study revealed that people enjoy using emojis in all types of environments and they find emojis useful in conveying their messages.

Needless to say, there isn’t any right or wrong time to use an emoji. You can use it whenever you like. And this is what exactly people do at large.

Who Uses Emojis

A simple answer is EVERYONE.

The best thing about emojis is that everyone and anyone can use them. It has evolved as an international language that everyone understands.

Brand Watch report shows some interesting statistics on how people around the world use emojis.

The use of emojis was analyzed in the USA, South America, UK, and Europe. The most positive countries are Paraguay, Argentina, Uruguay, Montenegro, Monaco, and Gibraltar while the countries that use a lot of negative emojis include Ecuador, Bolivia, Venezuela, Netherlands, United Kingdom, and Greece.

As already discussed, the use of emojis is somewhat associated with macro and micro events so if a country generally uses negative emojis, it might be due to a major negative macro event such as political instability.

Not just countries but men and women use emojis differently.

Women love using emojis.

women vs men emoji usage

Men, in general, are 35% more likely to use fear emojis while women are 11% more likely to use joy emojis.

Key Takeaways

So what’s in it for you?

How can you use this data to improve your emoji marketing game?

1. Use the Emojis

Start using emojis, if you aren’t already.

Because emojis matter.

Whether its email marketing, content marketing, social media marketing, or any other marketing channel, you should use emojis.

Emojis help you build an emotional connection with your audience.

2. Joy Emoji Wins the Day

People love using joy emoji, the one with the Face with Tears of Joy.

It is the most used emoji primarily because it is associated with happiness.

Use it smartly in your marketing campaigns.

Think of innovative ways of how you can use a joy emoji in your next blog post, tweet, email subject line, or a video.

What will it do?

It will make your marketing message appear friendlier and your audience won’t hesitate to interact with your message because it is used to seeing the emoji you have used.

Your message won’t get that alien or salesy feeling.

Here is how people respond to your emails when you use an emoji in the subject line.

why use the emojis in email subject line

See how lip emoji increase open rate.

You need to test and tweak different emojis to see how it works for your brand and audience.

3. Use Trends and Events

The use of emojis is associated with events, news, and current trends.

And that’s a goldmine for marketers.

You can use local emojis in your content using Emojics and in your social posts to better connect with your target audience. For instance, if a country wins a gold medal in Olympics, you can use positive emojis in your content and posts to engage with your customers in that country.

Using country-specific trending emojis is a great way to outperform your competitors.


Emojis have their own language and just like any other language, people use emojis the way they like. They’re free to use it whenever they feel comfortable.

Understanding how, when, and who uses emojis becomes less complicated if you constantly analyze your target audience and how it uses emojis. Once you know what works for your buyer personas and which specific emojis perform better, you’ll love using emojis in every marketing campaign.

Morten Madsen