There are rumors floating that Twitter is considering allowing users to utilize emojis instead of hearts to react to tweets.

This move would certainly appeal to users, but the implications for advertisers are much greater. Sentiment analysis was a buzz term a few years ago, but quickly went out of vogue when companies realized how hard it was to discern between either way phrases like “sick” (i.e. “that vomit scene was sick” vs. “that back-flip was sick!”). Our analytics partner, Canvs, is one company that still makes this data meaningful and actionable for brands.There are rumors floating that Twitter is considering allowing users to utilize emojis instead of hearts to react to tweets.