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It seems like COVID-19 emojis are dominating conversations online. According to a study by Facebook, there has been a growth in the usage of emojis related to COVID-19 (? ??) in the last 90 days, especially as masks become an everyday part of our lives and our vaccination rate increases.
For most APAC countries, the most popular emojis used by Gen Zs and Millennials were largely similar. While Boomers (45-65+) may not always be comfortable showing affection in person, you can always tell how they’re feeling from their emojis. In fact, ?? ? and ❤️ are the most popular for that age group.
There’s been a lot of friendly rivalry between Gen Zs (18-24) and Millennials (25-44) over the use of the ? emoji, with Gen Zs deeming it ‘uncool’ and the clearest indicator of your age. But the truth is both age groups use these same three Emojis the most: ? ? and ?.
In recent years, brands have been using a lot more emojis in their marketing and advertising. Emojis can help to humanise your brand and add a layer of personality. According to a study by WordStream, using an emoji in a Tweet can increase engagement by 25% compared to without. On Facebook, it can help increase shares by 33% and interactions with your post by 57%.
Meanwhile, globally, consumers are also asking for more inclusive use of emojis, said 83% of respondents of a global study done by Adobe and Emojination. The study interviewed 7,000 frequent emoji users from United States, United Kingdom, Germany, France, Japan, Australia, and South Korea.
The study revealed that only 37% of emoji users with a disability or impairment feel represented in the currently available emoji range. Some respondents with a disability would like to see expanded emoji that show more “helping objects” — building on recent additions such as a wheelchair cane, or items like hearing aids. At the same time, some respondents with disabilities felt reducing their disability to an object could diminish their ability to express themselves authentically. But overall, the sentiment was clear that emojis need to make inroads to help those with disabilities feel more enabled.
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Consumers are demanding more inclusive emojis
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