Emoji: what they are, what they mean, and how to use them
They are one of the most powerful and versatile tools for expressing emotions, ideas and messages in a concise yet meaningful way. Born as simple icons, emoji have become a true visual language, capable of transcending cultural and language barriers, fostering more immediate and universal communication. It is no coincidence that they have been the word of the year in 2015 and 2019, a work of art exhibited at MoMA, the protagonists of a (unsuccessful) film, and celebrated since 2014 with a world day. But these funny little faces, which have spread from phones to smartphones all over the Web, have also emerged as a new tool for quick and direct mass communication, as well as an opportunity for digital marketing and building more effective media messages-and even Google allows their use in SERPs, both in titles and even in URLs.
What emojis are
Emoji are small images or icons used in various online settings to express an emotion, idea or concept in digital messages.
They are essentially small, colorful symbols, logograms, ideograms, or smilies that we can include in the text of electronic messages, web pages, texts in instant messaging applications, and even in the texts of posts on social platforms.
There are currently about 4,000 variations of them, available in a huge range of options from smiling faces to hearts, from foods to flags, and spanning various genres, including facial expressions, common objects, places, weather types and animals.
Each emoji holds expressive potential beyond words alone, managing to condense complex emotions or subtexts that are difficult to explain without the use of an entire sentence. We use them to set the tone of our messages, to clarify our mood, and even to communicate something so universal that it does not need attached text: according to recent statistics, about one billion emoji are sent every day on Whatsapp or Facebook messenger without additional text.
It is therefore reductive to think of them as mere icons: in fact, emoji have a “meaning” that goes beyond their visual representation and can influence the way we perceive and interpret virtual communication. Indeed, their main function is to integrate the emotional nuances that are often missing in typed conversations at a distance.
The meaning of emoji is not limited to the individual symbol, but is enriched and modulated by the context, combination, and intention of the person using them. It is precisely these characteristics that make emoji not only a mass communication tool, but also an opportunity for digital marketing and the construction of more effective media messages. Understanding how and why people employ emoji has become a central issue not only for sociologists and linguists, but also for those working in the field of communication and branding: the real strength of emoji lies in their ability to synthesize and convey a large amount of emotional data in an extremely small space.
Yet, not all emoji are used or understood in the same way, which makes it essential to explore their origins and the path of evolution that has brought them to this level of sophistication and global reach.
What emoji means
Let’s start with the very basics.
The term “emoji” comes from the Japanese words “e” (picture) and “moji” (character), and the assonance with the English words “emotion” and “emoticon” is purely coincidental. In a narrower sense, by this word we refer only to the little drawings represented as coded characters, but sometimes it also applies by extension to animated stickers used in instant messaging.
Little grammatical curiosity: should emoji be used in the masculine or feminine form? The Accademia della Crusca has chosen the masculine gender, while the Encyclopedia Treccani does not impose a specific choice. However, a quick Google search reveals that web users tend to prefer the feminine gender, with results far outweighing its use in the masculine, so we embrace the majority .
The history of emoji
The origin of smilies is still quite controversial: according to the currently most accepted theory, the creation of emoji dates back to the late 1990s in Japan. In all likelihood, the invention of the first set of emoji is due to the SoftBank company, which in 1997 launched a phone capable of supporting 90 distinct pictographic symbols on the Japanese market.
By contrast, the contribution of Shigetaka Kurita, the Japanese designer who, in 1999, conceived a system of graphic symbols to accompany users’ text communications on Japan’s first cell phones, is certain. Commissioned by Docomo-the predominant mobile phone operator in Japan-Kurita created a celebrated set of 176 emoji, 12 pixels in size on each side, inspired by manga culture, Chinese characters, and street signs, which was implemented in Japan’s i-mode system, a kind of web platform that connected cell phones to the Internet. This set of simple icons represented an attempt to bridge the gap between the written word and the total absence of vocal expressions or tones in digital messages, to enable people to convey emotions and concepts that text alone could not express with the same immediacy.
Kurita’s initiative stemmed from a response to the limitations that written text posed in communication. Facial expression, tone of voice, gestures-all elements that give depth to human communication-were absent in digital messages. The first emoji designed by Kurita were deliberately simple: hearts, basic facial expressions, clouds. However, despite this simplicity, their impact was immediate. Users realized how much easier and more intuitive it was to communicate using these symbols, and their adoption grew rapidly.
It is precisely this grid of symbols that in 2016 became a work on display at MoMA, the Museum of Contemporary Art in New York, in a temporary exhibition dedicated to new forms of art and communication. “If you think about it, we can’t live without emoji today,” said Paola Antonelli, senior curator of architecture and design at MoMA when presenting the work: in less than twenty years, the smiley face revolution was complete!
The next step that allowed emoji to become a global phenomenon was the intervention of the Unicode Consortium, which in 2010 decided to officially include emoji in its coding standard. This integration allowed for a uniform representation of emoji across multiple platforms and devices, breaking geographical and technical barriers and allowing the same emoji to appear consistently regardless of the device being used.
Inclusion in the Unicode system marked the transition of emoji from a specific culture, Japan, to a worldwide phenomenon. Not only did it allow seamless communication between users from different cultural backgrounds, but it also facilitated the development of new emoji that could represent cultural diversity and new social needs. From simple, two-dimensional graphic symbols, we have moved to a catalog that now includes thousands of emoji, allowing for an increasingly inclusive and diverse representation of human reality.
The globalization of emoji is emblematic of the way visual languages evolve on a global scale. In a very short time, from simple icons for text messages, emoji have become part of a communication made up of images that simplifies and enriches the way we express ourselves online on a daily basis, helping to build a new contemporary universal language.
The evolution of emoji: from text to advanced graphics
The evolution of emoji is a fascinating example of how technology can transform a simple element of communication into a sophisticated tool of expression. If we pause to look at the earliest versions of emoji created by Shigetaka Kurita in the late 1990s, we notice how they were characterized by a disarming simplicity: small, monochromatic graphics, composed of pixels and limited in space, that were presented as successions of two-dimensional, almost stylized symbols. These early emoji, designed for Japanese cell phones, had a mainly ancillary role: their function was to imagine a world where text and symbol could coexist to enrich communication, but without yet the ambition to replace written text.
Over the years and with the introduction of emoji within the Unicode system in 2010, the evolution has been nothing short of spectacular. From simple facial expressions and basic symbols, it has grown to a vast repertoire that includes not only a detailed representation of the human face in its various emotions, but also objects, abstract concepts, events, food, animals, national flags, and even customizable combinations such as skin tone or hair color. Increasing resolution of device screens and more advanced computing power have made it possible to transition from simple pixel art to detailed icons with shades of color and three-dimensionality. This has enabled emoji to become a visually appealing communication tool with high graphic quality.
Another defining aspect of the evolution of emoji is their potential to represent diversity and inclusiveness. In recent years, the role of emoji as messengers of cultural values and symbols of personal identity has become increasingly evident. The Unicode Consortium, in response to increasing requests from the public, has begun to implement emoji that represent an increasingly broad range of people, with attention to ethnic diversity, gender identities, and representation of disabilities. This development has transformed emoji from a simple ornament to a powerful tool for social representation, showing how emoji can evolve to meet the needs of an increasingly complex and multicultural society.
In parallel, technology has continued to push new horizons, taking cues from emoji to create new forms of visual communication. Hence, the introduction of animated emoji and stickers, very common in messaging apps such as WhatsApp and Telegram, which combine the best of emoji with a touch of movement and personalization. Theevolution of emoji shows no sign of stopping: the arrival of augmented reality and VR technologies opens up further possibilities for development, turning these icons into true three-dimensional representations that can even be integrated into the real world through the use of devices such as smart glasses.
The differences between emoji and emoticons
Again speaking of history, before the advent of emoji, we had emoticons (and perhaps even before that, hieroglyphics), those sequences of punctuation characters that allowed us to express emotions – such as :-), X-) and :O – and especially to save space in expensive text messages.
With the evolution of messaging, a revolution was also needed in the alphabet of virtual communication, and these symbols also underwent a transformation, becoming more and more fascinating and appealing.
The line between “emoji” and “emoticon” is often blurred in common perception, but a clear understanding of the differences between the two terms is essential for anyone who wants to use these tools correctly and effectively, especially in the digital and marketing spheres.
Basically, in fact, emoji are very similar to emoticons, but they have obvious evolutionary differences: first of all, they are true graphic images and not simple typographical approximations created using strings of textual characters (especially standard punctuation symbols) like precisely emoticons, which since the 1980s have been used to suggest key human facial expressions during online conversations and beyond. Indeed,emoticons are really “daughters” of the 1980s, pre-Internet era, when graphic options were limited and textual characters were the only way to convey emotionality in text.
Subsequent evolutions have instead led to emoji, which add more depth and realism to the emoticons that preceded them.
A crucial distinction concerns the context of use. Although both emoticons and emoji serve to infuse messages with an additional emotional or semantic component, their purpose and applicability differ considerably. Emoticons are predominantly used in informal or vintage contexts, capable of evoking a certain nostalgic appeal on social media or in chat rooms. Emoji, on the other hand, are ubiquitous and multipurpose, so much so that it is hard to imagine a digital platform, messaging app, or social network that excludes them from its communication repertoire. Moreover, with their extended visual language, emoji have gained a global importance and popularity beyond pop culture, influencing corporate communication and digital marketing as well.
From a technological perspective, it should be noted that while emoticons are created and displayed simply using the characters available on any keyboard, emoji require specific support from the operating system or platform being used. This support is standardized and maintained by the Unicode Consortium, which ensures that a given emoji is displayed uniformly across all devices and software. The emoticon, on the other hand, will always be subject to typographical limitations, and may appear differently, or be unintelligible, if displayed on systems with unsupported characters.
For this reason, it is not excessive to say that emoji are much more than just a digital language or a form of nonverbal communication: over the years they have influenced fashion, art, cinema, and even eroticism (and in fact some of these symbols have a double meaning that is not even too latent, at least in everyday use), becoming almost mini-avatars that express our moods and simplify our communications.
Today it seems almost impossible to communicate without including one or more of these icons, and a certain etiquette of communication with emoji has even developed. In addition, the introduction of new icons is at the center of many debates, concerning issues such as inclusiveness and different gender expressions, disability, the use of weapons, and even geopolitical issues related to the introduction of certain emoji.
In short: they are not just symbols, but a fundamental part of the way we communicate, express ourselves and represent certain values, and like any language they have different nuances, different uses and different levels of seriousness, depending on how we use them. That’s why it’s important to get to know them, to discover their applications at the digital marketing level.
The numbers of emoji: statistics, trivia and relevant facts
Emoji have steadily gained acceptance worldwide, so much so that they are used in everyday text messages, but also in professional contexts and customer engagement campaigns.
There are a few facts that, beyond their inherent curiosity, can give us a sense of how relevant these symbols are today.
- 92 percent of the world’s online population uses emoji, according to statistics released by Unicode, the global IT standard for text and emoji.
- More than 3,600 emoji currently exist and the number is constantly growing, also distinguished by communication channel, from Apple to Google, Facebook to Twitter and Whatsapp.
- Inrecent years, the symbols have become more and more extensive and inclusive (also to avoid all forms of discrimination, manipulation and misleading use).
- More than 90 percent of people who communicate digitally use at least one emoji.
- World Emoji Day, or “World Emoji Day,” is an unofficial event that celebrates emoji and takes place annually on July 17. World Emoji Day was first held in 2014, at the initiative of Jeremy Burge, the founder of Emojipedia (the website that aims to be the encyclopedia of emojii, which collects all the symbols and allows people to look up the meaning and common usage of all the emoji characters in the Unicode standard), and the date was chosen because it is the one that actually appears on the emoji Calendar on Apple systems.
- In 2015, Oxford Dictionaries elected the “Face with tears of joy” emoji as its Word of the Year, recognizing its impact on popular culture. Oxford Dictionaries President Caspar Grathwohl said that “traditional alphabetic scripts have struggled to meet the rapid and visually focused demands of 21st century communication; it is not surprising that a pictographic script like emoji has stepped in to fill these gaps: it is flexible, immediate, and beautifully infuses tone.”
- In 2019, the Fundación del Español Urgente elected “emoji” as a word of the Spanish language because it is “undeniable the impact of this non-word on our communication with others, bringing agility and concision to the written form, allowing gestural and intentional nuances to be added to conversations that would otherwise be lost.” Moreover, these graphic symbols are “perhaps the closest thing to a universal language that humanity has ever created,” the foundation’s motivation concludes.
- In July 2013 (the year Emojipedia, which collects all information on the topic, was founded), only about 4 out of every 100 tweets contained at least one emoji (4.25 percent), which then numbered just 720. Over these 10 years, this number has grown exponentially: data collected during March 2023 indicated that nearly 27 out of every 100 tweets (26.7%) contained at least one of the current 3,664 emoji characters.
- In 2017, the film Emoji was released in movie theaters around the world, a feature-length animated film that did not do badly at the box office, but collected bad marks from critics: just as an example, we mention the four Razzie Awards won in the same year and the Hollywood Reporter’s ranking of the worst films of the decade 2010-2019, in which Emoji climbs up to fourth place overall.
- Global use of emoji on Twitter increased by about 724 percent between the beginning of 2013 and 2023. More specifically, each month between July 2022 and March 2023 set a new record for emoji use on Twitter.
- Just “Face with Tears of Joy” has been the most popular emoji worldwide since 2013. The only emoji to have ever surpassed the Face with Tears of Joy on Twitter is the “Face with Tears of Joy” emoji.
- The “OK with Hands” emoji was once the most popular gesture emoji on Twitter, but it is now surpassed by “Folded Hands” and “Thumbs Up.”
- Speaking of social: according to some statistics, on Facebook more than 700 million graphic symbols are used every day in posts, and on Messenger chat, more than 900 million emoji are sent every day without any other text. On Twitter about 250 million emoji are exchanged every day, a rate of 3.2 billion a year, and on Whatsapp the numbers are even more resounding.
- Emoji and Email Marketing. According to a report by Experian, the use of emoji in email subject lines can increase email opens by 56 percent-demonstrating how effective emoji can be in capturing attention and stimulating interaction.
- Emoji and Branding. According to a survey by Appboy, 86 percent of Internet users said they like emoji. This suggests that the use of emoji can help brands create an emotional connection with their audience.
- Emoji and Social Media. According to a report by Quintly, Facebook posts that include emoji have a 15.4 percent higher interaction rate than those without.
- According to a study by WordStream, using an emoji in a Tweet can increase engagement by 25 percent compared to posts without emoji; on the other hand, using an emoji in Facebook posts can increase shares by 33 percent and interactions with your post by 57 percent.
- Emoji and Generations. According to a survey by Adobe, 93% of Generation Z and 90% of Millennials believe emoji express their feelings better than words. Other surveys reveal that 68% of Millennials confess that they feel more comfortable “expressing emotions using images like emoji” rather than text.
How many emoji exist? An ever-evolving repertoire
As stated and demonstrated, the repertoire of emoji is a constantly evolving landscape, shaped by both technological innovation and changing social and cultural needs. At present, the number of emoji available is impressive: we are talking about thousands of different icons ranging from simple smiley faces to complex representations of objects, places, activities, and cultural symbols. This wide variety is the result of a refined selection and standardization process, orchestrated by the Unicode Consortium, which is the global body in charge of managing and updating the emoji catalog.
The Unicode Consortium regularly publishes new updates that include new emoji, with a focus on inclusivity and global representativeness. The most recent update, Unicode 16.0, brings the total number of available emoji to about 4,000, a repertoire that includes everything from common facial expressions to symbols of cultural identity, such as skin tones for ethnic representation. New emoji are proposed and adopted through a process that involves the submission of petitions and feasibility studies that must be approved by members of the Consortium, which include large technology companies such as Apple, Google and Microsoft.
The decision to introduce new emoji is based on various factors, including public demand, new cultural trends and the need to fill gaps in the existing repertoire. For example, the inclusion of emoji representing the flags of different countries, or the introduction of emoji depicting specific cultural objects and practices, reflects increasing globalization and the need to reflect the world’s cultural diversity in an updated way. Recently, for example, symbols representing nonbinary people, disabilities, and objects related to specific holidays have been introduced, creating a range of emoji representing a wide range of human experiences.
A fascinating aspect of this evolving repertoire is the importance of the digital community in determining which new emoji are needed. Nonprofit organizations and advocacy groups often submit proposals for new emoji that represent different cultural identities, sexual orientations, or *abilities, ensuring that the visual language offered by emoji evolves in step with the societies that use them. For example, the introduction of emoji to represent activities such as yoga or walking with a cane is not just the result of an aesthetic decision, but responds to precise demands from society.
In addition to the introduction of new emoji, Unicode is also responsible for modifying and updating existing emoji to keep the graphic representation consistent and up-to-date across platforms. This revision process becomes particularly complex given that each platform-from WhatsApp to Twitter, Apple to Google-implements and represents emoji with its own graphical style, while maintaining a harmony of intent and meaning. Standardization thus becomes a delicate balance between updating and overall consistency.
What emoji mean: the psychology behind the symbols
Image, character and writing: the term emoji originates from the fusion of Japanese kanji to identify these three elements, thus describing the meaning and function of these smilies, a form of “writing by image.”
Emoji are pictographic symbols (pictographs), usually in cartoon form, used within textual conversations to express ideas, feelings, moods, and personalities. Indeed, they represent faces, weather conditions, vehicles, tools, buildings, dishes or beverages, foods, plants and animals, and then again activities, emotions and so on.
Emoji represent more than just colorful images that enrich our digital messages; they play a profound psychological role in communication, as they evoke emotional responses in the recipient. On a psychological level, the significance of emoji is rooted in their ability to add a level of expressiveness that text alone would be unlikely to convey. When we use emoji, we are, in effect, exploiting para-verbal language: a type of language that, while non-verbal, serves to contextualize and amplify the message.
This powerful feature of emoji stems largely from our natural inclination to interpret facial and visual symbols as indicators of feelings and emotions. It is not surprising, then, that many of the most commonly used emoji are stylized representations of human facial expressions: these small icons can capture, with surprising effectiveness, common feelings such as joy, frustration, anxiety or affection. Exactly as we would react emotionally to a real smiling, sad or angry face, emoji activate similar responses in the brain, making the perceived message feel more personal and authentic.
But emoji do not just mimic emotions; they can also modulate the tone of a conversation. For example, choosing to include an emoji “?” at the end of a sentence can denote a certain embarrassment or self-consciousness, making clear a subtext that might otherwise be lost in the sheer transmission of written words. In this context, emoji play an essential role in mitigating the possibility of misunderstanding by offering visual clues as to how the message should be interpreted.
The psychology behind the use of emoji is further complicated by the fact that while these icons have generally accepted meanings, they can be influenced by cultural, personal and even contextual factors. For example, the “?”emoji, with an almost sly smile and raised eyebrow, can be interpreted in various ways: it can suggest an ironic, mischievous or even ambiguous tone, depending on the context of the conversation. Consequently, the choice of emoji requires not only linguistic but also interpersonal sensitivity, as the wrongemoji can completely alter the meaning of the message.
As the head of MoMa also pointed out, over the past twenty-plus years these symbols have transcended Japanese borders and spread throughout the Web and far beyond. Born as an element to break the “communication and education barriers that paralyzed the Japanese,” in the words of Shigetaka Kurita, over time emoji have become a perfect form of communication for the speed of the Web and instant conversations via Whatsapp and the like. And it is no coincidence that even Google has noticed this, which, as we shall see, has had to adapt and adjust its SERPs to this new language.
In fact, if emoji are most commonly used in social media platforms and messaging applications, their use is also expanding to other digital channels, such as email marketing, and they are now also frequent in blog headlines and even in website metadata to attract attention and engage audiences.
What are the most commonly used emoji and what they mean
Each emoji has a unique and specific meaning, which can vary according to context and culture, as mentioned, although in general they are quite understandable and universal, useful for adding a level of emotion and personality to digital messages.
For example, the smiling face with heart-shaped eyes is often used to express love or admiration, while the smiley face with tears of joy is used to indicate laughter or amusement. These are the 20 most well-known and used emoji in the online world, with small description of the meaning.
- Face with Tears of Joy. ? This emoji represents a face crying with tears of joy. It is often used to express laughter or extreme amusement in response to something particularly funny. It is frequently used in reactions to jokes, funny videos or ironic conversations: in 2015, this emoji was even declared the “Word of the Year” by Oxford Dictionaries, emphasizing its profound impact on contemporary communication.
- Smiling Face with Heart-Eyes. ? This emoji shows a smiling face with hearts instead of eyes, used to express love, admiration or enthusiasm for something or someone.
- Rolling on the Floor Laughing. ? This emoji represents a face laughing so hard that it rolls on the floor. It is used to indicate an even higher level of amusement than the “Face with Tears of Joy.”
- Red Heart. ❤️ This emoji represents a classic red heart. It is used to express love, affection or other positive emotions. The red heart is perhaps the most basic and universal expression of love and affection in digital messages, a universal symbol that goes beyond words and is able to condense intense feelings into a single image. It is used in both romantic and friendship contexts and has the advantage of versatile adaptation to almost any kind of affectionate communication.
- Face Blowing a Kiss. ? This emoji shows a face blowing a kiss with a heart. It is used to express affection or flirtation.
- OK Hand (OK Hand). ? This emoji shows a hand forming a circle with thumb and index finger, the universal symbol for “OK.” It is used to indicate approval or acceptance.
- Loudly Crying Face. ? This emoji represents a face crying openly. It is used to express sadness, grief or despair.
- Unamused Face (Unamused Face). ? This emoji shows a face with an expression of boredom or slight disappointment. It is used to express dissatisfaction or lack of interest.
- Smiling Face with Smiling Eyes.? This emoji depicts a smiling face with smiling eyes. It is used to express happiness, satisfaction or friendship.
- Weary Face. ? This emoji shows a face with frowning eyebrows and an open mouth, as if exhausted. It is used to express tiredness, exasperation or stress.
- Beaming Face with Smiling Eyes. ? This emoji shows a very happy face with smiling eyes. It is used to express joy, excitement or satisfaction.
- Smirking Face. ? This emoji depicts a face with a mischievous or satisfied smirk. It is often used to express irony, sarcasm or a sense of superiority. Thisemoji is often used in contexts where irony or subtext is intended to be suggested. However, its misuse can easily generate ambiguity or confusion; for this reason, it is one of the emoji that requires the most care in its application.
- Folded Hands. ? This emoji shows two joined hands. It can be interpreted as a gesture of prayer, but it is often used to express gratitude, or to say “please” or “thank you,” although it can sometimes cause misunderstanding and be used (or understood) as a “exchange of 5” sign.
- Sparkles. ✨ This emoji shows three small, bright stars. It is used to express excitement, magic or to indicate something new or neat.
- Fire. ? This emoji represents a flame. It is often used to express that something is “hot” or “on fire,” in the sense of being exciting or exceptional.
- Smiling Face with Hearts. ? This emoji shows a smiling face surrounded by hearts. It is used to express love, affection or extreme happiness. ? It is frequently used to communicate feelings of tenderness and emotional closeness, whether in romantic, friendship or family relationships. Its popularity is due to its ability to convey warmth and comfort in a simple and immediate manner.
- Face with Rolling Eyes. ? This emoji depicts a face with rolling eyes. It is used to express boredom, sarcasm or frustration.
- Person Facepalming. ? This emoji shows a person covering his face with his hand. It is used to express embarrassment, disappointment or exasperation.
- Person Shrugging. ? This emoji represents a person shrugging their shoulders. It is used to express uncertainty, ignorance or indifference.
- Grinning Face with Sweat. ? This emoji shows a smiling face with a drop of sweat. It is used to express relief, embarrassment or to indicate that one is working hard. Frequently used in chats and social media, “?” can tone down serious tones with an innocent touch of levity, making the message more accessible and reducing the risk of being misunderstood.
- See-No-Evil Monkey. ? It depicts one of Japan’s three famous “wise monkeys,” also known as “Mizaru” (along with the can’t-hear monkey and the can’t-talk monkey); it refers to the proverb “see no evil,” which means to avoid looking at immoral or evil behaviors or actions. In everyday use, this emoji is often used to express embarrassment, shame, or a sense of “don’t want to see” in response to an embarrassing situation or message that the user would rather ignore. It can also be used to indicate that someone is voluntarily turning a blind eye to a certain situation.
- Thinking Face.? The emoji depicts a person with a thoughtful expression, with a fist brought to his or her mouth in a classic gesture of reflection; it is often used to indicate thought, reflection or deep consideration, but also to express uncertainty and curiosity, or to indicate that one is thinking about something or making a decision.
From “?” to “?”: what the ability to include emoji in media messages adds
The introduction of emoji in text communication has significantly expanded the expressive possibilities in media messages, turning a simple sequence of words into a complex visual narrative. By integrating one or more emoji into a message, we are adding an emotional subtext that makes our writings not only clearer, but also more authentic and personal. This phenomenon is particularly evident with the use of emoji such as the “little face crying with laughter” (?) or the “little face with a tear” (?), which express emotionality that would otherwise require extended verbal explanations.
For example, in the context of social media, a comment that reads “Wow, really?” and ends with a “?” emoji takes on a totally different tone depending on the audience: it could be perceived as sarcastic, mischievous, or even ironic. This particular emoji not only serves to bring out subtext; it “forces” the interlocutor to tune into the same emotional frequency as us, increasing the comprehensibility of the message. In other words, it enriches words with a visual intonation that would otherwise be difficult to pick up.
Thus, emoji function as a tone modifier; they can soften criticism, emphasize enthusiasm or dilute conflicting situations. They are a modulation tool that allows the message to adapt to the context and communicate emotional intentions in a more harmonious way. This is particularly relevant in telecommuting or online negotiations, where a lack of nonverbal communication might otherwise leave room for potential misunderstandings.
In another example, the use of emoji such as “☺️,” often used at the end of a sentence, can smooth out potential edges of a comment that might be perceived as too direct or even cold. By adding this emoji, we can convey a subtle sense of kindness or relaxation, making it more friendly and pleasant.
But in addition to facilitating emotional communication, emoji also contribute to another phenomenon known as semantic compression. This is the ability to condense a lot of meaning into very little space, an informational charge made possible by the simplicity inherent in the icon. A single image such as “?” is able to express the entire concept of a festive celebration without needing more words.
The possible critical issues: ambiguities and cultural misunderstandings
Beware, however: despite being an extremely popular communication tool, emoji can present some critical issues and ambiguities, and various studies and scientific research have shown they are often subject to misunderstandings, related both to the cultural or contextual interpretation of the symbol and to the different display of the emoji depending on the device or operating system used.
A first critical aspect concerns the cultural or contextual interpretation of the emoji: when we choose an image, we have a certain meaning in mind, but the same symbol may not evoke the same thoughts in the recipient. For example, in past years a system has been developed in China to use emoji in a subversive way, in which a smiley face may be sent to convey an attitude of disdain or derision.
A second problem involves technology and branding: when we choose an emoji from a list, it is encoded in a nongraphic way during transmission. If the sender and recipient do not use the same software or operating system, the same emoji may be displayed differently on the recipient’s device, and small changes in appearance can completely alter the perceived meaning.
Finally, a study conducted by the German Studies Institute at Ruhr-Universität Bochum found that although most people can easily understand an emoji when it directly replaces a word, people take about 50 percent longer to understand the emoji. This suggests that despite their popularity, emoji can make communication more complex and prone to misunderstanding.
Meaning of the most ambiguous emoticons and emoji: “?,” “?” and other problematic smilies
In short, the use of smilies is not without its pitfalls. Some of them, in particular, can be extremely ambiguous and lead to misunderstandings, especially when interpreted in different cultural contexts. The “?” and “?” emoji are emblematic examples of this: their apparent simplicity encapsulates emotional nuances that can vary greatly depending on the context in which they are used.
The “?” emoji is perhaps one of the most ambiguous and controversial in the digital landscape. The slanted smile and half-closed eye suggest an air of confidence and smugness that can easily be interpreted in various ways. In many cases, “?” is used to express irony, a sly attitude, or even a veiled sense of flirtation. However, what may appear to be flirtatiousness or complicity in one context may be perceived as sarcastic, condescending, or even provocative in others. Ambiguity arises because the emoji offers a range of nonverbal interpretations that are difficult to contextualize especially when the underlying interaction remains confined to text. We recommend using “?” with caution, especially in work contexts or professional relationships where the risk of misunderstanding is high.
The “?” emoji, on the other hand, represents a nervous or embarrassed smile accompanied by a drop of sweat on the forehead. Thisemoji is often used in situations where one wants to express mild discomfort or a sense of relief after a tense moment. However, the “?”emoji can convey a mixed message: while the smile suggests comfort, the drop of sweat could be confused with a signal of anxiety or worry. Again, ambiguity can easily confuse the interlocutor, especially if he or she is unfamiliar with the context or underlying intention. For example, a “thank you ?” could be misinterpreted as sarcasm or a passive-aggressive attitude, rather than a genuine expression of gratitude. The advice is to use “?” in light, informal contexts where it is already clear that the dominant emotion is positive or liberating.
Other emoji that can be ambiguous include the sleepy face expressions “?” or thoughtful “?.” “?” can be used to indicate boredom or tiredness, but depending on the context it can also express lack of interest or even contempt-a particularly relevant risk during discussions that require active attention. On the other hand, “?” commonly used to indicate reflection or uncertainty, can be seen as a sign of doubt or distrust, with potential negative implications if the recipient does not perceive the original intention. Again, the choice of context is crucial to avoid misunderstanding.
It is essential to remember that culture plays a huge role in the perception of emoji: what might seem playful in one culture might appear inappropriate or even offensive in another. An accurate understanding of the context and audience is critical to avoid an ambiguous emoji distorting the intended message. Consequently, prudent and conscious use of these emoji is always advisable to ensure that the message conveyed is interpreted correctly by the recipient.
The use of emoji in digital communication and social media
Beloved or hated, certainly used and impossible to miss: even from what has been written, it can be understood that emoji are not just a costume phenomenon nor a passing fad, but practically a more direct and faster form of communication, suited to the timeliness of new media and the increasingly elusive attention span of readers.
In today’s digital marketing, where the simple use of words is no longer sufficient to capture and hold the attention of the increasingly fragmented audience, emoji have emerged as surprising and effective tools for improving engagement and enhancing visual communication within marketing campaigns. Because of their ability to combine visual immediacy and emotion, emoji have become real levers for amplifying the appeal of content and establishing a more intense connection with target audiences.
The astute use of emoji within a digital marketing strategy not only lends a more human and accessible tone to communication, but is also able to increase interaction metrics significantly. An exemplification of this concept can be seen in famous campaigns such as Domino’s Pizza, which launched an innovative Twitter campaign in 2015: customers could order a pizza simply by tweeting the pizza emoji “?.” This move not only improved the interaction rate, but also allowed them to automate a process by going with the audience’s habits and making the experience more engaging and user-friendly. This approach consolidated the use of emoji as a tool not only to express emotions but to directly trigger marketing actions.
Another illuminating example is Coca-Cola ‘s campaign with the hashtag #ShareaCoke, which saw the integration of emoji within its social branding. In this case, the emoji, along with the hashtag, offered an immediate and easily recognizable visual appeal, becoming a kind of digital brand signature. Emoji, in this context, have enhanced brand recognition on the web and in social media, offering users a quick and friendly way to interact with the brand, greatly increasing the sharing rate.
Emoji work particularly well in digital marketing for several reasons. First, they are inherently multimedia and multilingual: anemoji can communicate an idea or emotion immediately and directly, regardless of the language of the person interpreting it. This makes them particularly effective in global campaigns, where a universal message is crucial to the effectiveness of the interaction. In addition, the use of emoji can help break down emotional barriers between brands and consumers, creating a more relaxed and personal connection that is in line with the expectations of the millennial or Gen Z generation, which is known to be sensitive to authentic and informal interactions.
An additional benefit of using emoji in marketing lies in their ability to optimize space in contexts where font and text length are critical, such as in headlines or Twitter posts, where character economy is particularly relevant. By including anemoji strategically in a brand’s style, a range of complex messages can be communicated in just a few pixels.
Therefore, in building anengagement-oriented marketing campaign, it is crucial to consider the use of emoji not just as a simple decorative element, but as an integral part of a communication strategy that encompasses all digital channels. The success of past campaigns testifies to how the judicious and contextual use of emoji can result in increased brand loyalty and an overall improvement in corporate communication performance.
How to use emoji in marketing messages
The use of emoji in marketing messages is a widespread practice and can be extremely effective in improving engagement and making content more engaging and relatable to audiences. Emoji can be used to add a personal touch to social media posts, emphasize call-to-actions, or even to simplify the message and make it easier to understand in a fast-paced communication context. Skillful use of emoji can help establish an emotional connection between the brand and consumers, communicating values or moods that words alone could not express as effectively.
However, it is essential to use emoji that are appropriate to the tone and style of the brand, and that are understandable and acceptable to the target audience. For example, the use of emoji such as the red heart “❤️” on Instagram might be optimal for expressing affection or appreciation, while emoji such as a shopping cart icon “?” can make a purchase-related call to action more prominent and inviting. It is therefore a matter of balancing creativity and strategy, integrating emoji into a broader visual narrative that resonates with audiences and achieves marketing goals.
Visual appeal and UX: the impact of emoji on websites.
In the context of web design and user experience, the use of emoji is not merely a matter of aesthetics, but a real tool for optimizing visual interaction. In a digital world where speed of comprehension and clarity of message are key determinants for the success of a website or app, emoji emerge as an essential component to improveengagement and facilitate UX.
Visual appeal is one of the most important aspects of retaining a user on a web page. Emoji, with their instantly recognizable character and pleasing visual tone, enhance the overall aesthetics of the page, helping to create an experience that is not only functional, but also visually stimulating. Finding the perfect balance between appropriate use and visual overload is, however, crucial: thestrategic inclusion of emoji can transform a dry, text-based page into a more dynamic and interactive space, while overuse could have the opposite effect.
A highly relevant element is the ability of emoji to guide the user’s attention, directing them to specific call-to-actions, or emphasizing particularly important messages. For example, theuse of emoji such as arrows (“➡️”) or stars (“⭐”) within a call-to-action can improve the immediate understanding of the message and incentivize user interaction with critical elements of the page, such as sign-up or purchase buttons. This becomes even more crucial in mobile design, where space is limited and information must be conveyed in a condensed and direct manner.
But the influence of emoji extends beyond just display: they help enrich the UX in the context of microinteractions-those small animations or visual changes that occur when a user interacts with a page element. A classic example might be the “like” with emoji on social platforms-a small animation that not only confirms the user’s action, but offers immediate gratification and positively affects the way the user perceives the site or app itself. This combination of interactivity and visual gratification emphasizes the playful aspect of the visit and contributes to a more satisfying and memorable user experience.
In web design, another crucial factor to consider is visual consistency and message continuity. When used correctly, emoji can prove to be a cohesive element that weaves together the various aspects of a site. For example, a site promoting environmental sustainability might include emoji such as “?” or “?” to emphasize ecological themes, building a visual narrative that supports the brand message and reinforces corporate identity.
Emoji and the cultural internet: an inseparable pair
Emoji are not simply an addition to digital communication: in fact, they have contributed substantially to the construction of the Internet’s own culture, creating a visual slang that allows users to express themselves quickly, effectively, and, above all, universally understandable. This involvement of emoji in digital culture is deeply rooted in the participatory and collaborative dynamics that characterize the Net, transforming them from simple decorative icons into true cultural phenomena.
The multisensory nature of emoji-which combine visual language with instantaneous emotional expressions-aligns perfectly with modern digital communication, which is characterized by the need to convey information quickly and on multiple levels. Emoji fill the gap left by the lack of vocal tones, facial expressions and gestures in online textual communication, making possible a form of expression that is much closer to our natural communication. This has made them an integral part of the participatory culture that defines online interactions.
The massive adoption of emoji has contributed to the creation of a global visual slang: a common interface that enables even people from different cultural backgrounds or speaking different languages to understand each other instantly. In many ways, emoji serve as a digital lingua franca that can break down language barriers and promote a shared culture on a global scale. The importance of emoji in this context cannot be underestimated; they embody a universal form of expression that transcends linguistic differences and offers common ground in an increasingly fragmented communication landscape.
The role of emoji within memes and social trends is an illustrative example of their cultural potential. Memes, in particular, benefit considerably from the use of emoji: a simple emoji can replace entire sentences or concepts, making the meme more direct, immediate and, therefore, more viral. Emoji act as catalysts that infuse memes with layered and recognizable meaning, facilitating their sharing and understanding without the need for words. This characteristic has made emoji an essential element of digital communication and fostered their rise as an integral part of Internet culture.
But the penetration of emoji into Internet culture is not limited to memes. Take as an example the use of emoji within conversations on Twitter or in captions on Instagram. In these contexts, emoji allow the semantic message to expand without adding additional words, an indispensable capability in contexts where space is limited, as in the case of 280-character tweets. At the same time, they allow them to elaborate on ironic concepts or create an atmosphere of familiarity, stipulating a more personal and engaging relationship between the author of the tweet and followers.
The rise of emoji is also accompanied by a dynamic evolution, with new icons constantly being added to the global repertoire. This development reflects and adapts emoji to changing social, cultural, and political needs, making them not only a mirror of contemporary society but also a tool with which to influence and shape Internet culture itself. Each new emoji that enters the Unicode standard represents a direct response to social demands, a testament to the desire to ensure that digital culture remains inclusive and dynamic.
Emoji, SEO and Google: all the information you need to use them to the best advantage
We wrote earlier that Google has also somewhat accepted the spread of emoji and has adapted its platforms to accommodate these symbols, which are then shown both in organic SERPs and in Google Ads promotional spaces-where some ads contain emoji directly in the referring URL, which thus appears more enticing and enticing to users than the classic flat link.
Specifically, Google’s algorithms are capable of understanding emoji in content or metadata (e.g., in title tags or meta descriptions) and showing them in search results as part of the organic snippet.
It follows, as is easy to guess, that we can use “relevant, useful and fun” emoji in fields such as SEO titles or meta descriptions if targeting analysis reveals that these graphic symbols are appropriate for the context and can encourage user clicks, thus affecting click-through rate, or even as a method to differentiate from competitors and attract more curious looks.
We should not think of miraculous solutions, let us be clear, because it is clear that emoji do not play any important role in SEO: in any case, they can (sometimes) improve page visibility or improve relevance for certain search queries, although their impact is mainly in terms of engagement.
The relationship between Google and emoji: how the search engine interprets and considers emoji in the context of SEO
Google has realized the importance of these little icons not only as communication tools, but also as indicators of user behavior and search intent. Although in the past Google treated emoji with some caution, often relegating them to a simple display in search results without attributing any particular meaning to them, today emoji play an increasingly important role in SERPs and web page structuring.
In terms of indexing, Google interprets emoji as special characters, assigning them a specific Unicode code. This means that anemoji is handled similarly to a text, although with some differences: while Google can recognize and index emoji, their actual contribution to SEO ranking depends on the context in which they are used. For example, if emoji are included in a meta-title or meta-description, Google may decide to show them in the SERP if it considers them relevant to the user’s search query. The appropriate use of emoji in titles or descriptions can therefore improve click-through rate (CTR) by drawing users’ visual attention to a specific search result.
However, it is crucial to note that Google does not treat emoji as keywords: it is not possible to optimize a web page solely around anemoji in the same way as one would with a text keyword. Emoji are not considered in the same way as words when it comes to ranking, however, their strategic use can increase the visibility and attractiveness of the result, especially in highly competitive industries or niches where every detail counts.
Google also allows the inclusion of emoji in web page text and headers, including h1, h2 and other structural tags. Their use can be particularly useful for improving User Experience and maintaining user interest, as emoji make it easier to read content and make visual impact more immediate. However, it is essential not to overuse emoji in an excessive or redundant manner, as Google may perceive excessive use as spam or lack of professionalism, which could negatively affect site ranking.
As far as SERP is concerned, emoji tend to be shown only if they are truly relevant. For example, if a user enters a specificemoji within the search query, such as a little heart (“❤️”) or a smiley face (“?”), Google tends to favor results that contain that particular emoji in the meta-tags or text on the site, as it correctly interprets the user’s intent related to the use of that icon.
In addition, in the former Google My Business and reviews, emoji can be used to improve the visibility of one’s business: due to their immediate visual impact, they can signal the atmosphere of a venue or the type of experience a customer can expect.
Emoji are not just digital decorations, but tools that, if used with care and consistency, can improve communication effectiveness and increase the likelihood of positive interaction with search results. However, it is always advisable to maintain a balanced and non-invasive use, making sure that the implementation of emoji does not compromise the readability and overall quality of the content.
Returning to the “adversarial” relationship between the search engine and smilies, as this article reconstructs, Google has often changed its opinion and way of handling emoji among search results, in a sort of love-hate relationship with these graphic symbols that has also generated confusion among marketers. Just to go over the main moments of this history:
- 2013. Google allows emoji to be displayed in site links, paid ads or even in some organic search results, especially from mobile.
- 2015. Emoji begin to disappear from SERPs, considered a “waste of time” and distraction.
- 2017. Google goes back to showing emoji again in SERPs, which can be used for organic search results or in various mobile and desktop search snippets (as long as relevant and useful to Google users).
- 2020. Google improves its ranking and indexing systems that allow the search engine to understand the true meaning behind individual emoji or other special characters.
Do emoji make sense for SEO?
And so, given how Google views these symbols, does it make sense to include them in the metadata of our pages? What kind of support can emoji offer to SEO?
Actually, and as already mentioned, we certainly should not think that there is a direct link, because emoji will not directly affect site ranking in any way. However, there are some more general SEO aspects that emoji can affect, positively or negatively:
- Page Relevance. Since 2016, users can do Google searches by including emoji in the query: this generates very different SERPs than textual ones, which we can intercept precisely by using these symbols in the metadata and page content (in the images a comparison between the query “pizza recipe” written textually and with emoji).
- Organic snippet visibility. Using emoji in metadata could help our pages stand out from the rest of the organic search results ranked in Google Search. In addition to the title and description, the emoji could also be included in theURL, but not all browsers may be able to “read” it correctly. It is important to know, however, Google may simply ignore the emoji we use or even truncate important parts of the snippets, modifying them in the way it sees fit.
- CTR in Google Search. Emoji in metadata can improve or hurt the overall CTR of web page ranking in Google Search, depending on contexts, the ability to use this alphabet, and audience perception. In other words, emoji are not a magic wand that will automatically increase website performance.
- UX on the page. If placed and used strategically, emoji can make almost any content more visually appealing and engaging without making it look less professional.
How to use emoji in content: best practices and tips
Broadly speaking, emoji can help make the brand more recognizable, add context to messages, and appeal to audience emotions on a deeper level.
From this point of view, the inclusion of emoji in social messages or content can add an additional layer of personality and relatability for the brand: that is, it can humanize the brand and help it connect more directly with the audience, speaking their language through the emoji they use daily in text messages, chats, and personal posts on social.
Closely related to this point is the engagement aspect: basically, people use emoji because they are quick, fun and engaging, and if we use them correctly we can connect more directly with readers through their friendly and informal appearance.
Adding emoji in marketing copy or content can also add additional context to messages: in the same way that an exclamation point can change the tone communicated by the message, adding an emoji can convey emotions that we cannot do through text alone.
Making a difference is the conscious use of this tool. In fact, experts recommend starting by carefully evaluating the appropriateness of adding emoji to your marketing strategy to see if it is in line with the tone of the brand and the sentiment of the audience. For this, target demographics should be analyzed to understand whether, how and when to include these symbols, as well as to find out which types of emoji are potentially best suited for the target audience. Our goal is to be sure that the message enhanced by emoji matches what our audience values and shares, whether on social or other mediums.
Also, it is critical to do careful research to find out the meanings of different emoji before using them, because the last thing we want is to publicize finding out that the emoji we choose has a completely different meaning on the Internet or is misunderstood due to display issues on different devices.
Another relevant aspect, although emoji may seem to us a great way to humanize the brand and better intercept users, exaggerating or using emoji that the audience does not like may result in the failure of the strategy and may result from inadequate research.
From a practical point of view, however, these are some tips for using emoji correctly in website content as well:
- Do research before implementing them. Take a look at competitors in the SERP, see how they are doing and what kind of results they are getting, and start testing the use of relevant emoji, monitoring the performance of the content thus optimized.
- Using emoji to emphasize titles, descriptions and social posts.
- Use emoji to feature lists and make them more appealing and shareable.
- Use emoji to break up large sections. If the article appears as a series of large blocks of text, emoji can make content more digestible, readable, and lightweight.
- Use emoji sparingly. Excessive use of emoji can make content seem spammy and misleading, or at the very least “childish”-we need balance, because our goal is to grab someone’s attention long enough to get them to read the entire content and potentially make the conversion intended by the page.
- Choose relevant and consistent emoji. The emoji we use must be relevant to the content and brand identity, so as not to send the wrong and misleading messages.
