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Instagram posts have been found to generate more interaction when they include at least one emoji, making emojis a surprisingly useful engagement tool as opposed to just a way to dress up an otherwise dull message. So, how do consumers respond when brands use emojis in their messaging? A new study [SlideShare] from Adobe looks at just that.

Of the 1,000 US emoji users ages 16-73 years old surveyed for the study, half (51%) say they are more likely to engage with a brand’s social media posts if they use emojis. They also like the personal touch, with 60% saying they like brands that use emojis that match their personality.

Emojis don’t just inspire social media engagement. Close to half (48%) of respondents also say they are more likely to follow a brand on social media if it uses emojis, while 44% claim to be more likely to purchase products that are advertised using emojis.

Email is another area that can benefit from some well-placed emojis. GetResponse discovered that while very few businesses utilize emojis in their email subject lines, those that did had a slightly higher open rate than the emoji-free subject lines. Adobe’s study backs up this finding, with 58% of respondents saying they are more likely to open an email with an emoji in the subject line.

More importantly, Adobe found that the emojis brands use in their subject lines also matter. Nearly two-thirds (64%) of respondents say they are more likely to open an email with their favorite emoji in the subject line. Broken down a bit further, three-quarters (75%) of Gen Z respondents say they are likely to open an email with their favorite emoji in the subject line compared to Millennials (63%), Gen Xers (59%) and Boomers (65%). (Overall, respondents’ favorite emoji was the laughter emoji, followed by heart and kisses.)

Have you ever made a purchase using an emoji? Chances are, you haven’t yet, but the study reveals that two-thirds (64%) of emoji users are willing to make a purchase using an emoji, with one-fifth (19%) saying they are most likely to purchase a meal at a restaurant or fast-casual spot via emoji. One such example is with pizza giant, Dominos, where after setting up a profile, customers can order through text by sending the pizza slice emoji.

Other respondents are willing to purchase movie tickets (15%), apparel (13%), accessories (8%) and sporting event tickets (7%) via emoji.

Further data can be viewed online here.

About the Data: Findings are based on a survey of 1,000 emoji users in the US ages 16-73 years old. All respondents use emojis at least weekly.

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