Do you put emojis in your text messages? According to a survey by Discovery, the majority of Brazilians (82%) prefer to express their emotions on the internet using these ideograms. But it’s not just ordinary people who use the famous symbols, brands are also keeping an eye on this preference, using it as a strategy to attract consumer attention. That’s because, according to an Adobe study, 60% of global emoji users are likely to open an email or push notification that contains these icons, while 42% of these people are more likely to purchase products that use them. With this in mind, CleverTap, a digital marketing platform specializing in user retention and engagement, produced a report with the most used emojis globally: the CleverTap Art of Emoji.
To build the research, the company analyzed 10 billion data points across 40 million push notifications sent by e-commerce platforms around the world, aiming to understand customer preferences, the impact of emojis and how marketers are using them. The report found that notifications containing emojis generate a surprisingly 12% higher click-through rate compared to those without the symbols. According to the study, in Latin America, the favorites are: ????????????????????????. As shown in the image below:
South America
In addition to the icons with the best performance among South Americans, that is, those that generate the highest click rate, the study also analyzed which are the most used and those that should be avoided by brands.
“Emojis are a powerful tool available to any marketer. If used well, these symbols can instantly bring a message to life. But just like personal communications, using them anywhere disorientates the recipient” explains Marcell Rosa, General Manager and Vice President of Sales in Latin America at Clevertap. “Marketers should experiment with various emojis, see what works best for their target audience, but only use them when they are contextually relevant. Otherwise, it may lose its potency. Remember, you want to keep communication fresh, relatable, and most importantly, culturally sensitive when it comes to deploying such a persuasive tool in your marketing toolbox.”
Below, data from other regions of the world:
North America
Europa
India
Middle East
Southeast Asia
Additionally, the report shows that regardless of region, ecommerce brands only incorporate 20% of the best-performing emojis into their messages; while in some regions, up to 30% of the most used emojis perform poorly.
Speaking about the future of emojis in customer engagement, Rosa adds: “With advances in MarTech, brands will be able to hyper-personalize this experience, honing in on which emojis work best with individual users. Eventually, these symbols will dynamically adjust based on the sentiment and context of the conversation, thus increasing the emotional depth of the communication. In parallel, more ubiquitous tool integrations with AR/VR (like Apple Animojis) will allow customers to express themselves more vividly in immersive environments. It could redefine the way customers interact with products and services, improving their overall shopping experiences.”
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