Report: Emoji Usage in Marketing Messages on the Rise

A new report from Appboy analyzed the use of emoji in marketing messages.

Mobile marketing automation company Appboy analyzed 9,359 marketing campaigns which utilized emojis across channels, and found emoji usage in marketing messages has rapidly increased at an annual growth rate of over 775 percent. So far in 2016, emoji usage in messages has continued to increase by over 20 percent month-over-month and climbing.

The report showed mobile developers are using emojis more often in their push messages, with usage growing faster on Android than on iOS. Specifically, emoji usage in Android push messages grew 1070 percent year-over-year, while emoji usage in iOS push messages increased 662 percent in the same time period.

Appboy Push Messages Emoji

Outside of push messages, emoji usage in marketing emails increased 7,123 percent year-over-year.

Overall, Appboy found the retail and commerce industry has experienced the largest growth in emoji usage, with growth peaking around the holidays.

Appboy Push Messages Emoji 2

The report showed the most common emoji used in push and email messages is the party popper, followed by the pointing finger and sparkle emoji in second and third place, respectively. Oxford Dictionaries’ word of the year for 2015, the tears of joy emoji, came in at No. 30 on the list.

The report reads:

At a high level, we’re seeing Android and email performing slightly better when emoji are used (for message opens) while iOS push is relatively flat. Media and entertainment see a five percent uplift overall across all channels.

Readers: Have you seen brands use emojis in marketing messages?