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Twitter Adds Emoji Targeting

San Francisco, July 8th, 2016

emojis-targeting-TWITTERJust in time for World Emoji Day on July 17, Twitter has announced a new form of advertising within the social media platform; emoji-based targeting. That’s correct, brands will now be able to send advertisements to Twitter users based on the emojis they most commonly tweet.

With a limit of 140 characters in regular tweets, users of the social network often turn to emojis to help express themselves in their posts. If a word stretches over the character limit, an emoji can fill the space to sum up their feelings. Twitter isn’t the only social platform to do so. Instagram is also saturated with emojis, where in many cases photos are not even captioned with words, but rather incorporate only emojis.

Emojis have transformed the way people express their thoughts on social media. That’s why it should come as no surprise that the word of the year for 2015 in the Oxford Dictionary was , otherwise known as the laughing/crying emoji face, a rather popular emoji among users.

By adding emoji use to targeted advertising efforts, Twitter is confident that marketers and brands alike will be able to tap into niches of customers. The people often using the pizza emoji will be targeted for similar advertisements that relate to restaurants in their area serving pizza. Tweeters using the plane emoji might be targeted by travel brands or airlines. The concept is that users are now shifting to use emojis to express words they previously would have written on Twitter.

According to Twitter’s official press release, “brands can benefit from emoji targeting in the following ways:

  • Connect with people based on their expressed sentiment
  • Target people who Tweet food emojis
  • Reach people based on their passions”

There have been promoted tweets in the past, oftentimes targeted to users based on accounts they follow and what things they tweet about. But emoji-based targeting is a new concept. It’s clear that Twitter users will continue to use emojis in their posts. What’s not yet known is if brands can take these emojis and convert them into leads and sales. Will someone tweeting a lipstick emoji be more likely to make a purchase or follow a makeup brand from a promoted tweet? That is yet to be determined. But with the high rate of emoji use among Tweeters, brands will surely test it out to see if this intriguing form of targeting yields the results they desire.