Emoji use - from custom emojis for Coke and Dominos - to Facebook Reactions - may hold enormous promise for brands.
The use of emojis in marketing messages sent by brands via email and mobile has increased 777% since the start of 2015, according to a recent report from Appboy.
Many brands are test driving emojis for everything from social media to product feedback. And not just because they're cute or appeal to millennials. Nope, it's the data that matters.
At the end of the day, brands connect with consumers via emotion. So if the data Facebook can share with advertisers on how Reactions are used - that's potential gold.
"If an automobile [brand] puts out a post to affluent millennials, and half of them really 'love' the post, putting up the 'wow' emoji, and half put an 'angry' or 'sad' emoji, that's really interesting," says Matt Lang in a Wired article. Matt a senior social media strategist at digital agency RAIN.
All is not smooth sailing, however. The key emoji 'belongs' to DJ Khaled and is part of his personal brand. He's been using it very effectively for months now. Then, brands like MasterCard and Sonic Drive-In started hijacking the key emoji .... to groans from some consumers.
Getting to that pot of gold in the data may not be as easy as all that. Turns out emoji-speak isn't as easy as it seems.
Beverly Macy is an author, educator and speaker. Her book The Power of Real-Time Social Media Marketing is a classic best-seller and she teaches at UCLA Anderson School of Management.