Emojis may just be the new “internet slang.” According to research, more brands worldwide are using them in posts on Facebook and Twitter than did a year before.
Socialbakers analyzed the top 500 brands on Facebook and Twitter from October 2014 through December 2014, and compared emoji use in posts on the social network then vs. the same period in 2015.
In Q4 2014, 45% of top brands worldwide used emojis in Twitter posts. That number rose in Q4 2015, when 59% of top brands worldwide used an emoji in their Twitter posts.
Emoji engagement was lower on Facebook. For example, in Q4 2015, 28% of top brands worldwide used an emoji in their Facebook posts. Fast-forward to Q4 2015 and 40% of brands used an emoji in a Facebook post.
Brands aren’t the only ones that are taken with emojis, internet users are as well. February 2015 research from AYTM Market Research revealed that 48.9% of US adult internet users had used emojis on social media or in text messages. Among this group, three-quarters used these often (14.0%) or sometimes (22.7%).