At the very beginning of their creation, smileys and emoticons were used to accompany a message and insist on an emotion with its recipient. But today their use considerably changed. In the study on the report with émojis (étude sur le rapport avec les émojis), Brandwatch studies all the reasons for using them, in particular Twitter.
In the era always more connected and populated with a new more equipped generation, it seemed to be good that the émoji found (finally) (all) its place. The reason?
Apple specially created a keyboard in its intention to facilitate the use. From 2011, more need to copy and paste the small "yellow faces".
Therefore, smiling, dissatisfied or even saddened faces find themselves on all the screens, ceaselessly renewed and improved by updates bound to the current events, the social phenomena, the evolution of customs (LGBT symbols, possibility of choosing the skin color of the chosen emoji, ...), etc.
But that's not all, in this study, we also learn that there are preferences in terms of emoji. And it is between the merry and the dissatisfied that everything takes place.
Positive VS negative Emojis
Although on Twitter the positive émojis takes 75 % vs 25 % of negatives, it seemed to be good that the increase of the latter becomes more marked: 9.5 % in two years (23.2 % to 25.4 %). And the reason would be other than the election of Donald Trump, who led her to a wave of dissatisfaction on the twittosphère. During this period, the research company actually noticed that it was the biggest volume of émojis published negative (28.9 %).
A further observation, on the side of the positive émojis this time: in February, 2016, Twitter is submerged to 76.8% of joyful face tweetos wishing simply a happy birthday to Harry Styles, a singer of One Direction group.
The joyful émojis (31 %), followed very closely finds itself at the first position by those expressing some disgust (21 %), the sad (16 %) and those were frightened (15 %). The report of Brandwatch is as follows: these last two years, the biggest volume of joyful émojis showed itself on Christmas and that expressing the sadness in the terrorist attack arisen in Manchester in May, 2017 during the concert of the singer Aryanah Grande.
Different trends according to countries
Brandwatch also turned to the Anglo-Saxon Internet users, to know more about their use of émojis. They would be differently used at the weekend and in the week according to the daytime hours. More active from 21 hours (where it begins to be late made), they would be then more followers of the grumpy émojis, where the increase of negative émojis (27.3 %).
On the contrary, they turn out more cheerful on the days before the weekend, with a use of the positive émojis on Fridays and Saturdays (77.7 %).
Since the 90s, the émojis became a universal language which everybody understands, their use differs according to the country, the region and the mother tongue. Brandwatch dealt with some of them, to analyze their rate of positivity and negativity.
Hence we learn that in the United States, for example, Utah, Maine and Wyoming are three states which use most of positive émojis. Equator, Bolivia and Venezuela are the countries of South America to have sent most of negative émojis. The principality of Monaco, Montenegro and Gibraltar are considered as the happiest countries of Europe, when United Kingdom and Greece, them, are not of the most cheerful. Finally, in France, revealing cities as the most negative are other than Paris, Orléans and Montpellier against Le Mans, Rennes and Nantes, more spread than never.
Article written by Clélia Ripoll