Emoji Analysis: 5 Ways to Crack the Consumer Code
But when you monitor mentions of pizza OR 🍕, the order stays the same, but this time Papa John’s only has 10.7 percent more mentions.
It may only seem a small change, but if you’re measuring pizza consumer trends on a global scale, it matters. It also means Papa John’s consumers engage with the 🍕 emoji more than those of Domino’s, so Papa John should use it more to boost brand engagement (see later on).
Just had my first Papa John's.
— Kurtis Norman (@KurtisNorman_) July 8, 2017
Another emoji analysis technique is to look at what brands consumers associate with specific emojis. This gives you a picture of your consumers’ minds.
It’s like one big Rorschach test. If the wider population associates a specific brand with certain emojis, it demonstrates how well that brand has diffused into the consumer psyche.
McDonald’s will be pleased to know both 🍔 and 🍟, are more often associated with its brand than competitors like Burger King.
BMW is the brand most linked to 🚗.
The Philadelphia Eagles are the most common team related to 🏈.
If you want to see where your brand sits in people’s minds, look for the most common emojis associated with your brand, then look for where your brand ranks for those emojis.
McDonald’s knows how highly people associate the burger emoji with its brand.
— Ad World Masters (@adworldmasters) March 19, 2018
Add Extra Insights to Your Sentiment Analysis
Sentiment analysis is an additional process that helps you understand your brand mentions by defining whether they are positive, negative or neutral. That way, you get a better understanding of your brand perception.
One algorithm categorizes sentiment, measures a variety of factors from posts, like the global context and emoji usage.
But you can use emoji analysis to add extra context to that sentiment.
In the last 13 months, Netflix received over 15 million negative mentions (around 19 percent, overall).
But that only highlights them as negative, without any emotional context. By looking at the emojis included in those mentions, we can get a better idea what negative emotion is driving those conversations.
The sad 😭 emoji often relates to either an emotional ending or incident in a show, or to a popular series being taken off Netflix. Both are worth monitoring to see which show their consumers are engaging with.
All I want to do is watch One Tree Hill why did Netflix remove it 😭
— Hunter Wolfe (@hunterdestin) December 31, 2017
The angry 😡 emoji came up in some similar contexts, but was also used regularly with mentions of technical issues or people impersonating other people’s accounts.
Whichever BROKE weirdo thinks it’s okay to keep using my Netflix ITS NOT 😡 it’s literally £6 a month
— elese (@EleseKilgariff) January 5, 2018
Though not in the top 50 emojis, three of the ones related to sickness (😷🤒🤧) were linked to numerous mentions. These were due to people choosing Netflix when sick. It appears “Netflix and ill” is a trend.
Emoji analysis gives you an extra level of depth to your sentiment analysis.
Trend Analysis for Brand Engagement
Another use of emoji analysis is for seeing what conversations your audience is engaging with. This is useful for boosting your brand engagement.
Say you want to engage with vegetarians more. One of the most commonly used emojis in conversations around vegetarian or vegetarianism is the green heart 💚.
That’s because the 💚 is often used in conversations around healthy eating, environmental awareness and alternative diets. If you want to engage with that market, you need to monitor the 💚 emoji, and ensure it’s used in your conversations.
We dump a garbage truck full of plastic into the ocean every MINUTE and it's expected to double by 2030. By 2050 there will be more plastic than fish in our oceans. Please reduce your use of plastic. 🐟♻️🌎💚 The Earth will thank you. Here are a few every day tips:
— 𝓝𝓪𝓷𝓬𝔂 𝓑𝓸𝓽𝔀𝓲𝓷 (@soyamacchiato) February 26, 2018