Sensum’s new emoji sentiment tool can tell you how consumers feel about your brand


Whether it’s in our iMessages, WhatsApp group chats, tweets or picture captions - we are all guilty of expressing our thoughts and opinions through emojis. The use of emoji has become so regular that most of us don’t even know we are doing it.

What marketers are becoming increasingly aware of - or should be - is the fact that emojis allow people to express their emotions and opinions easily, and without any written explanation. Using our latest Insights Emoji tool, firms can finally analyse the sentiment behind these symbols and understand how people feel towards their brand, products and advertising campaigns….

How does Insights Emoji work?

Monitor a selection of terms and hashtags

Measure engagement levels through number of tweets per day or over time

Monitor activity on a live online dashboard

Render reports with a click of a button

Why use it?

Find out how positive or negative your brand or campaign is perceived

Find out what other terms or hashtags are associated with your brand and/or campaign

Acquire an Emoji Score™ to gain insights into your brand’s health

Who’s perceived most positively on Twitter - Apple, Samsung or Sony?

During the period 15th December 2016 to 11th January 2017, we collected all of the tweets mentioning the three of the biggest mobile device brands (#Apple #Samsung #Sony) and analysed the emoji and text sentiment to distinguish which brand is most positively perceived on Twitter. This study was conducted to help our clients better understand how Insights Emoji works and the full analysis is available upon request here.

The key results from the study are as follows:

Apple is the most talked about brand - In terms of the number of tweets per brand, Apple was an easy winner with over 4 million, followed by Samsung with 1.3 million and Sony bringing up the rear with around 800,000.

Sony receives more emojis per total number of tweets - emojis appeared in 2.78% of the tweets mentioning #Sony whereas they appeared in only 2.17% of #Apple and 1.13% of #Samsung tweets

It is surprising to see a lot of Twitter users associated the white star symbol (Unicode: U+2606) with all of the brands, mainly because it isn’t implemented into the official emoji range. Saying that, it is still a symbol highly associated with the emotion of amazement. Other top emojis, such as the smartwatch and the registered trademark symbol may not show emotion but are perfectly appropriate for the context of the tweets. For instance, the 'registered' emoji was mentioned merely for promotional purposes.

Sony is the most positively perceived brand on Twitter through the use of emojis - our platform delivered a unique Emoji Score™ to each brand, which is made of emoji sentiment collected from the studied tweets. All three brands were seen in a positive light, however Sony took top place with a score of 29%, followed by Samsung (27%) then Apple (25%). To see each brand’s top emojis & for more information behind our emoji sentiment analysis, don’t forget to request access to the full report.

While emojis have a lot to say themselves, our tool combines their analysis with text sentiment to provide our clients with the richest insights.

Apple is the most positively perceived brand on Twitter through the use of text - using our text sentiment analysis, we found that Apple had the highest Text Score of 22%. Looking at the graph above, you can see the 3 brands have similar levels of positivity until there are sudden drops for Samsung and Sony. Again, looking at contextual factors these can be explained. For Samsung, the sudden drop of positivity on 17th December 2016 was likely due to the released footage of singer CeeLo collapsing when his Samsung Galaxy phone exploded at his ear. And for Sony, their positively level fell on 26th December when Sony Music was hacked and fake news about the death of Britney Spears was published. Therefore, it isn’t surprising that both Samsung (16%) and Sony (15%) have lower Text Scores than Apple.

And Sentiment analysis is not all! Word clouds are displayed on the platform to show a combination of words that are most used by users mentioning each brand. That way, clients can easily distinguish if highly associated text is negative or positive. Looking at Apple’s word cloud below for example, the most used words are iPhone, New and 16GB which shows the brand’s Twitter awareness is largely about the next iPhone release scheduled to launch later this year.

All in all, Insights Emoji is the perfect tool for understanding the emotional associations with a brand. Not only can you compare a brand’s positivity to its competitor set, but you can always be aware of when the brand image and reputation is in jeopardy (making the job for the crisis management team much easier). To find out the emotional health of your brand and campaigns today, get in touch for an Insights Emoji demo!