The report was based on an analysis of 9,359 marketing campaigns from Appboy clients. The researchers examined the use of emojis in iOS push messages, Android push messages, and emails.
Emoji use by brands has continued to rise rapidly in the first few months of 2016, the analysis found.
The inclusion of emojis in marketing messages has grown by 20%, on average, month-over-month so far this year.
Brands and consumers tend to use different emojis, the analysis found.
The most used emojis by brands are the the party popper, pointing finger, and sparkle; all of those are generally used to gain attention.
In contrast, consumers use emojis that convey emotion most frequently, such as the tears of joy face and heart.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji