Emoji as financial 'statements': What brands can learn from Venmo

It is tempting to look at emoji as merely cute digital icons. However, marketers could learn a lot from them, especially when related to financial transactions.

Veronica Marquez

Venmo, a peer-to-peer payment app currently only available in the US that allows people to transfer money as if they were sending an SMS, requires users to describe their transactions. And most people, especially millennials, use emoji to label their payments. Transaction descriptions are public by default, so users are able to navigate a news feed of their friends’ financial moves, although the paid or requested amount is hidden.

By socialising personal finance,...

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