Analyzing the usage of #emojis on #Instagram
There was an elevated usage of emojis back in 2016 and Instagram was no exception. Just how do they affect engagement though?
Quintly analyzed 20,000 Instagram profiles and 6.2 million posts during 2016 to see how emojis have already been used in the favorite social platform within the last year.
Emojis have grown to be extremely popular and it’s no real surprise that 56% of Instagram profiles have previously used them.
In fact, there’s been a rise of 20% on the use during 2016, meaning that this fun and quick visual type of communication isn’t expected to disappear completely any time in the future.
Bigger profiles use more emojis
It’s interesting that Instagram profiles with a lot of followers have a tendency to use emojis more often comparing to smaller accounts. This can be justified by their try to feel nearer to their audience, either as influencers, or as brands.
Emojis can create a personal connection so when each goes beyond younger generation nowadays, they serve as a fresh type of instant communication which adds the proper context to each post usually.
How emojis affect engagement
It has been observed that posts with emojis receive higher interaction rate, because the average post receives a 17% higher interaction rate than posts without emojis during 2016.
This can encourage more brands to utilize emojis within their Instagram captions, aiming at improving their interaction rate in probably the most relevant way.
However, there exists a threat of over-using emojis here, which might lead in alienating users and decrease the existing interaction rate.
Most popular emojis
The hottest emoji of 2016 was the camera, that is used as a means of attributing a graphic usually. This might prove the rise of user-generated content also, together with the need for crediting who owns this content.
As for the usage of emojis in video and image posts, there doesn’t appear to be an improvement on the frequency that emojis are employed on the list of two forms of content, meaning that their popularity will not depend on a particular format.
The full Instagram study could be accessed here It’s very important to brands to bear in mind that emojis remain not replacing text and customers expect them to be utilized in a frequency that will not become annoying.
There’s you don’t need to try too much with emoji marketing if it doesn’t provide right value to your marketing as well as your message. Emojis can truly add yet another layer of playfulness to your captions still, so hesitate to utilize them don’t.