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Simply Measured studied 2,500 Instagram posts by global brands from the Interbrand 100 list and found that the emoji known as "love heart" performs better than all other emojis on the platform by a wide margin, averaging more than 120,000 likes and comments per post. The next two emojis in terms of brand engagement are "sparkles," which averages 80,000 likes and comments, and "artist palette" with roughly 50,000 likes and comments, according to the Seattle-based data company.