If you ask Gen Z, that’s because the face with tears of joy emoji (known as the laughing face) is no longer cool. One 21-year-old told CNN recently: “I use everything but the laughing emoji. I stopped using it a while back because I saw older people using it, like my mom, my older siblings and just older people in general.”
The loudly crying emoji is a popular alternative to the laughing emoji, while the skull emoji is also used by Gen Z in the context of laughter (meaning “I’m dying!”). Feeling old yet?
Gen Z are, predictably, leading the way when it comes to new uses of emojis. They’ve responded remarkably positively to the relatively new pleading face emoji, which is both in their top five and sits in the overall top five listed above.
While the changing meaning of emojis and the differing use of emojis across different groups may be hard to keep up with, it’s vital that brands using them online understand how they could be perceived. One tip from Falcon.io that’s featured in the report reads:
“Not all emojis mean the same globally or across different generations. Global brands with a multi-generational demographic would do well to be aware of the various connotations emojis carry across audience segments.”
All businesses considering using emojis in communications should take note.
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Thanks for reading
There are plenty more tips and insights to discover in the 2021 Emojis and Emotions Report, including:
- How are consumers expressing their feelings around different sectors?
- What drives us to react in different ways to content on Facebook?
- How do people feel about emoji inclusivity and representation?
That’s it for today, but we’ll be back on Friday.
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The Brandwatch React team