Brands love to use emojis — but here's the proof they're doing it all wrong

• Brands love to tweet with emojis — maybe they think it makes them look down with the kids.
• But the emojis they're picking aren't quite up to scratch.
• New data says 🔥 and 🏈 are brand favorites, while their customers are ironically ✨sparkling✨.

For better or worse, brands try very hard to look cool on social media.

They really love emojis, something that picked up among social-media managers around the middle of the 2010s, according to a Guardian report from 2015 and my personal recollection.