Emojis Bring 17% Higher Interaction Rates: Quintly Research
Emojis are omnipresent – We use them while chatting with friends on WhatsApp, at work on Slack and are even used in the business world, too. In this study Quintly, web-based social media analytics tool, researched how Instagram emojis are used.
We wanted to dig deeper on how Instagram emojis are used, how often they are used on average and, most of all, we wanted to know if a post containing emojis receives a higher amount of interactions. The following Instagram emoji study tackles all of these questions and reveals some great insights on how businesses can profit from emojis.
Since the early days of digital communication, it’s been common practice to use emoticons as a way to express feelings. After many years of using “:-)”, emojis, as we know them today, stepped into our lives. Research found that when we look at a smiling face online, the same parts of the brain are stimulated as when we look at a human face. By the way, the word “emoji” comes from the Japanese meaning “picture character”.
In order to understand how emojis are used on Instagram, we analyzed 20,000 profiles with 6.2 million posts during the whole year of 2016. Based on this data, we are now able to answer some interesting questions.
Instagram emojis study shows: 56 per cent of profiles use emojis
To start with a bird’s eye view on how often emojis are used, we analyzed how many Instagram accounts used at least one emoji in their posts. We found that more than 50 per cent – 56 per cent to be precise – included at least one emoji in December 2016. This shows that businesses seem to be interested in using emojis on Instagram, although their reasons might vary.
Looking at the average of all analyzed profiles helps us gather a general understanding of the emojis used. Whereas, this approach does not look at different profile sizes in particular and these clusters vary greatly on all networks. That’s why we split all analyzed profiles into six groups.
Here, it becomes clear that the smallest profile group from 1 to 1,000 followers use emoticons significantly less than all other pages. In January, just 19 per cent of all profiles in this cluster used emojis. Over the year, the use of emojis grew in this cluster by 37 per cent, realizing the biggest growth of all six clusters. Taking the growth rate into consideration, in December 26 per cent of all accounts from 1 to 1,000 followers used at least one emoji in their posts. In order to receive insights in all profile clusters, check slide four in our Instagram emoji study below.
Instagram emojis – More often seen in image or video posts?
After learning how often emojis were being used, we were eager to dig deeper. Now, we used the aggregated data to find whether there is a difference between images or videos. Analyzing January 2016, we found no significant difference – the difference between images and videos was just about 2 per cent. Until December, the difference became even smaller with 28 per cent of video posts containing emojis and 27 per cent of all image posts. So again, no significant difference detectable. Based on these findings, we can say that businesses are equally likely to use emojis in images as well as in video posts.
Before we answer the question if emojis actually help businesses receive higher interactions on Instagram, let’s have a look at the most frequently used emoticons.
The most famous Instagram emoji *drum roll*
Of all nearly 2,000 existing emojis the following chart shows you the ten most popular emojis on Instagram in 2016. Which of those did you use in the previous year? Any new ideas for 2017? Including new emojis in your posts might further improve the interactions you receive on videos and images.
Top Emojis Instagram
The camera icon is the most frequently used emoji on Instagram. At the end of November, we analyzed the New York Times Fashion on Instagram and discovered that the “? ” is the most used emoticon. In the study, we also looked into seasonal emojis such as the “pumpkin” and the “Christmas tree” and their importance in the corresponding months. Spoiler alert: Very Christmassy in December!
Emojis bring 17 per cent higher interaction rates
Yes, posts with emojis earn a higher interaction rate on Instagram! The main findings of our study is the proof that emojis lead to a higher interaction rate. Due to this discover, we can say that emojis are omnipresent for a specific reason: Instagram posts containing emojis seem to be perceived in a more positive way and thus stir more feelings from the recipient.
Interactions Instagram Emojis
The Interaction Rate makes profiles of different sizes comparable and thus delivers the most accurate average for the increase of engagement. Even more interesting to see is the increase of absolute interactions on posts in the individual clusters. This metric underlines the revealed facts again and shows even more significant differences of posts with vs. without emojis. Access the free study above to find how much higher the received interactions are while using emojis, specifically for your profile size. In order to keep track of interactions you receive, it’s essential to approach the measurement of your Instagram activities, to constantly improve your strategy.
How to use emojis for business
Emojis are used by the majority of the analyzed Instagram profiles, with a strongly increasing trend. The study also found that the “camera with flash icon” was the top Instagram emoji in 2016. Finally, we were able to prove that emojis lead to higher interactions. To formulate a key takeaway from this Instagram emoji study, we can say that emojis can be greatly beneficial to improve the number of interactions. With that said, businesses should try to include emoticons to express feelings and give a more personal touch, but they also need to be careful to not overuse them. Any questions on this? Never hesitate to send us a tweet!
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.