Emoji engagement was lower on Facebook. For example, in Q4 2015, 28% of top brands worldwide used an emoji in their Facebook posts. Fast-forward to Q4 2015 and 40% of brands used an emoji in a Facebook post.
Brands aren’t the only ones that are taken with emojis, internet users are as well. February 2015 research from AYTM Market Research revealed that 48.9% of US adult internet users had used emojis on social media or in text messages. Among this group, three-quarters used these often (14.0%) or sometimes (22.7%). Read the rest at eMarketer.