July 17 was World Emoji Day, and brands like Postmates took the opportunity to experiment with novel marketing initiatives. Users can now search for food options like pizza or burritos on the Postmates app using ? or ?. It hasn’t exactly taken off, but emoji search has been supported in Bing and Yelp since 2014, and Google has allowed it since 2016.
One might assume that searching Google or Bing using emojis would lead to the same results as using the text equivalent (e.g., searching ? would deliver the same results as “donut”), but that isn’t the case. For the most part, emoji-based queries in the search engines yield results that pertain to the emoji itself, but there are interesting opportunities for marketers, particularly with regards to videos in the search results.
Emojis in video titles
For emoji-based queries, the website results are typically from emoji resource sites, whereas the video carousel tends to include videos with the emoji itself or the word that matches the emoji in their titles. Those with the queried emojis in the titles often appear ahead of videos without them. Adding an emoji to your video’s title may increase its visibility in the video carousel. For example, notice the Hannah Montana video in the first carousel spot in the screenshot below has the ship emoji in the title.
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