On Twitter, since 2015, 110 billion emojis have been tweeted. So, there is no doubting the ubiquity of emoji usage on social media platforms, and for good reason.
Sometimes there aren’t enough exclamation marks to convey just how funny something was that happened to you, so tacking on the cry laughing emoji 😂 to your tweet will help convey just how funny the situation was. With that being said, you’re not the only one who noticed the increased usage of emojis on the internet. Advertisers want to capitalize on it.
How will advertisers monetize emojis? Similarly to how they already target you. Most of us have experienced seeing ads after searching for a certain product or toothache remedy. If you search for a toothache remedy, you’ll begin seeing ads for dentists nearby, mouthwashes, toothpastes, and a number of products relating to your search. With emojis, it is essentially the same process. Twitter introduced an emoji keyword targeting for Twitter Ads. Basically, now you will see ads based on the emojis you tweet.
Emoji advertising is opening up a whole new method to reach a targeted audience. Age, sex, and location are usually tied to Twitter accounts. However, race is not. Now that users can change the skin tone and hair color on the “people” emojis, advertisers can target people based on which emoji skin tone or hair color they commonly use.
An example of a major corporation using this method is Toyota. They have created 83 unique videos designed to match a person’s online mood. Meaning that Toyota will send a variation of the video with emoji heads depending on the emotion related to the emoji an individual tweeted.
This type of targeted advertising is still in its infancy. However, the potential for emoji advertising reach is very wide. With it being mood-laden, it can be incredibly specific at times.