Twitter Ads Now Allows Emoji Targeting

Emojis are hot like fire. 

Oxford’s “word” of the year wasn’t even a word. It was an emoji. This one: .

As Lisa Lacy detailed in “The Ultimate Guide for Marketers“, several brands, including Taco Bell ( ), Domino’s ( ), and Bud Light ( ), are successfully using emojis on Twitter, on other social networks, and in emails to increase engagement.

More than 110 billion emojis have been tweeted since 2014. And that trend will surely continue to grow. ↗️

If your audience uses emojis, and you want to target those users with Twitter campaigns, now you can. Emoji keyword targeting is coming to Twitter Ads, the company announced.

You can target Twitter users who have recently tweeted or engaged with tweets that include emojis.

Twitter said brands can use emoji targeting to:

  • Connect with people based on their expressed sentiment.
  • Target people who tweet food emojis.
  • Reach people based on their passions.

For example, a doughnut brand can now target ads at anyone who tweets a doughnut emoji (  ). Or a sports or outdoors brand can now target anybody who likes a tweet with bicyclist emoji (  ).

Essentially, it’s the same as targeting keywords. But rather than targeting words, you’ll be targeting cartoonish faces and objects.

Brands can only target one emoji at a time, according to reports. And the only way to get access to emoji targeting is to go through one of Twitter’s official partners: AdParlor, Amobee, HYFN, Perion, SocialCode, or 4C.

What do you think about Twitter’s emoji targeting? Thumbs up or thumbs down?


Featured Image Credit: Depositphotos