Should we use emojis in marketing?

Estimated read time: 4 minutes

Emojis in marketing iOS Emojis are certainly popular. So the question is should we use emojis in marketing? This article and podcast dives into the topic and includes expert opinions. There certainly are plenty of emojis out there to use and iOS keeps adding more. A few years ago Twitter even rolled out an emoji search function which is still available.

Sarah Clarke
Sarah Clarke

”I love using emojis in my digital marketing,” said Sarah Clarke. “It helps convey emotion, and gives a human touch to a post! Social Media posts with emojis always get more engagement than ones without.”

The majority of people that responded to my Twitter poll said it’s a good idea to use emojis in marketing.

Of course, there are also some things to consider and the video and article below dive into those areas.

Fred Faulkner
Fred Faulkner

Fred Faulkner reminds us that it depends whether or not emojis in marketing are a good idea.

“Totally depends on your brand, brand persona and your audience. For some brands, emoji and memes are acceptable as it goes with their brand personality.”


Where you might use emojis  in marketing

I have been using emojis in all podcast titles. Here’s how that looks in the Google podcast player.

Emojis in marketing - Podcasts

On some channels the emoji doesn’t look as nicely as I would like it to. For example, when I share the podcast to Instagram Stories.

Emojis in marketing - Instagram Stories Podcasts



I’ve packed emoji pillows for conference talks in Europe and Brazil before.

They were a hit when I threw them into the audience. Especially the swirly chocolate ice cream one … ?. All fun aside though, that one stands for CRAP (Content Really Annoying to People) during my presentation. It’s indeed an attention grabber.

Even if you’re not speaking you could have emojis at the booth.

Read next: Are virtual conferences really working? And how about the networking?


Ashley Cummings said she uses emojis in subject lines from time to time.

Emojis in subject lines can help you stand out in the busy inbox but there are also a couple things to consider.

Rob and Kennedy

“Right now the open rates (and sales generated) from emails using emojis in subject lines is outweighing the percentage of emails using them being sent to SPAM,” said Rob and Kennedy, the Email Marketing Heroes. “This will change as marketers break everything.“

Chantelle Marcelle reported that “according to a SalesLoft report, sales & marketing emails with emojis in the subject line have 51 percent lower response rates. But I tend to use emojis as a way to improve readability by breaking up the copy in emails or social media posts. They can serve as compelling visual elements.”

Website and articles

I have used emojis on websites before but they can mess with your URL if you put them in the headline and sometimes they look less than professional.

Amy Knightley
Amy Knightley

“I’m all for emojis in communications (subject lines, texts, tweets, etc), they add emotional perspective to your tone,” said Amy Knightley. “However, I’d say no thanks to emojis on a webpage or blog post. A page isn’t as conversational to the same level.”

Social media

I have actually had some success with emojis on Twitter. When you look at my highest performing tweets in a 28-day period over half do have emojis.

Emojis in marketing - Twitter

Barriers and getting started

A few years ago a client asked me to add emojis – relevant ones – to tweets. That was new and I didn’t always agree, but they were right and emojis draw attention.

➡️ See ? ⬅️

I would try them. Of course, one hurdle for some content creators is that they create on laptop ? only. There the emojis don’t show up as easily. I’ve actually had teams who spent time trying to find the best way to add emojis from laptops.


On iPhone, you can scroll through the list or you can simply write and the iPhone will recommend emojis:

I typed “annoyed” in this tweet and I immediately get three options of emojis.

iOS adds new emojis all the time. Sometimes they even announce it in their updates.

Adding emojis in WordPress editor

Even if you’re not using a mobile device or iPad you can add emojis while writing in the WordPress CMS on a PC.

Read next: 

One way to optimize content creation workflows is for writers to create in the CMS

WordPress Posts and Pages – What’s the difference and when you should care

Right click in the area where you want to add an emoji.

Adding emojis to website

Adding emojis to website

Overall guidance on emojis in marketing

There are opportunities. Look for them.

Try it here and there.

Don’t overdo it

Also don’t underdo it

It is easier while creating content on the iPhone. Maybe encourage those content creators to start!

Some emojis can actually drive clicks. Push some of those ideas ?. Get them to help to draw attention. Me throwing emojis at conferences is really just a way to get people’s attention and keep it. Try it and see what happens.

And please consider this word of caution from Sarah Clover: “Use them lightly. Some posts I see are so filled with emojis I can’t read the text so I scroll by without getting the message.”

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