A new study into Twitter users’ emoji habits has revealed which brands garner the most number of positive little smiley faces.
The study, by Brandwatch (which you can read in full here), has revealed that shampoo brand Pantene scored the most positive (93.9 per cent) emoji responses from fans of the brand over the past two years. Pantene has a strong influencer engagement from the likes of Selena Gomez and Yuri, which helped it into the number one spot.
Brandwatch apparently examined six billion emojis during the study. On average, 75 per cent of the emojis on Twitter are positive and 25 per cent are negative.
You can read the full top 50 brands in the report above, however the top 10 were as follows alongside the percentage of positive emojis each received. The report also noted that “these brands also performed well because they didn’t suffer from any major issues or crises during our analysis”.
- Pantene (93.9 per cent)
- Jameson (93 per cent)
- Subway (90.5 per cent)
- InterContinental Hotels (89.6 per cent)
- Tesla (87.6 per cent)
- Unicef (87.3 per cent)
- Tommy Hilfiger (87.2 per cent)
- Aviva (86.8 per cent)
- Guinness (86.3 per cent)
- MasterCard (86 per cent)
Other interesting points from the research included:
• Of those who used emojis on Twitter, 61 per cent were female and 39 per cent were male.
• Users are more likely to use an emoji with a tweet at night, however, they’re also more likely to use a negative emoji in the evening than they are during the day.
• Since September 2015 the volume of tweets containing a brand name and an emoji has grown by 49 per cent.
• When it came to the industries most likely to garner a positive emoji, hotels, clothing and alcohol brands topped the list.
• Industries to attract the most negative emojis included banks, insurance firms, government agencies and airlines.
The study’s authors concluded: “In less than 10 years the volume and variety of emojis have skyrocketed. Today, 95 per cent of 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, organisations, 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.”
Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]
Amaysim has debuted the official music video for the song at the centre of their new campaign, Love Machine, performed by former Gang of Youths lead guitarist, Joji Malani. The music video, produced by creative agency, 72andSunny, builds on the success of amaysim’s recently launched Little Sim, Big Love brand platform and tells a tongue in cheek […]
Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]
Brand experience and innovation company Akelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]
7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy. With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer. 7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]
New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]
The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]
In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]
Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]