Dive Brief:

• To communicate with Generation Z —those born after the turn of the century that have grown up in a digitally connected world— brands have to learn new languages like emojis. 
• Emojis are tiny pictures used on mobile devices to communicate emotions, events, objects, etc, have become an part of the language used in digital formats. 
• Big brands like Oreo, GE, and PETA have all incorporated emojis into its marketing campaigns. 

Dive Insight:

Emojis are one of those communication tools—like the hashtag was just a few years ago—that has slowly crept into everyday conversation from digital formats. The popularity of the emojis also speaks to the dominance of mobile, as these popular little animations often can't even be seen on a desktop device. For brands trying to stay relevant, it's necessary to speak the audience's language— which now includes these tiny little pictures. 

For companies wanting to dip a toe into the emoji waters, here is dummy-proof guide to using emojis created by HubSpot.