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WHY Report

November 29, 2016

After Peak Brand Emoji, Consumer Fatigue Sets In

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Whether it’s a custom keyboard or an email subject line, brands are using emojis more than ever. But for consumers, they’re still getting it wrong. According to a YouGov survey this month, 58% of 18- to 34-year-olds said brands using emojis are “trying too hard.” It’s no surprise: Brands have eagerly jumped on the emoji bandwagon, whether it’s to laud their causes, promote competitions or stick them anywhere they can.

Is this noise or value?

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