Emojis for Facebook Ads: Which Ones Work Best in 2025?
People often use emojis when communicating on Facebook, but 👉 do they actually help with ads?
The short answer: Emoji can boost engagement and clicks, when used right. This guide breaks down the best emojis for Facebook Ads and the dos and don'ts of using them.
In this article, we’ll cover:
- Whether emojis help in Facebook Ads and why
- The best emojis for Facebook Ads (and which to avoid)
- Best practices for using emojis in paid ads
- Mistakes to avoid
Let’s start by discussing if emojis help Facebook Ads.
Do emojis help Facebook Ads?
Yes. People love using emojis (they’re honestly everywhere). And there are many reasons why they boost engagement, with many of them rooted in psychology. Here are a few reasons ads should use emoji:
- They attract attention: Emojis are colorful little images that break up the monotony of text, and they usually draw the eye when they are on the screen. The human brain also processes images faster than it can text, so the right use of emojis can draw people in hook, line, and sinker.
- They can direct attention: How often have you seen people use text like “Read this” followed by this 👉 emoji? Emojis are a great way of communicating with people through images, making them look in certain directions or follow instructions.
- They trigger emotional responses: According to this study, certain emojis can bring up joy and positive emotions. Emojis act as visual cues that enhance emotional impact. A simple 😊 can make an ad feel friendly, while a 🚀 adds excitement. Since our brains process facial expressions instinctively, emojis help create instant emotional connections.
- They can make a brand seem more relatable: Because emojis can elicit positive feelings, it’s easy to see why they can make a brand feel more approachable and relatable.
- They encourage engagement: WordStream founder Larry Kim conducted an experiment in 2017 with two ads to see which version got more engagement. The version with an emoji got 25.4% more engagement than the non-emoji version. Granted the experiment is on the older side, but we still think the same sentiment applies today.
- Improve ad recall and recognition: Studies show that visuals, including emojis, are easier to remember than plain text. Since emojis stand out in a sea of words, they make ads more memorable and improve brand recognition.
- Mimic real human conversations: Emojis add tone and personality to text, making ads feel more natural — like a real conversation instead of a sales pitch. This casual, relatable style encourages engagement and builds trust with audiences.
Are emojis more effective in organic or paid posts?
Something you’ll come to find out while you’re learning about Facebook ads is that Emojis can boost engagement in both organic and paid social media posts.
In organic content, they add personality and help convey tone, making posts more relatable and shareable.
In paid ads, emojis can draw attention and emphasize key messages, potentially increasing click-through rates.
The truth is, the impact of emojis largely depends on your audience and (how you use them). That’s why it’s important to align your emoji use with your brand's voice and to make sure that they enhance instead of distract from your message.
Do emojis affect Facebook Ad costs?
Emojis can make your Facebook Ads more eye-catching and they might even help lower costs. Ads with emojis often stand out, leading to more clicks and engagement. When people interact with your ad, Meta’s algorithm sees it as relevant, which can reduce your cost-per-click (CPC) and make your budget go further.
But it’s not just about throwing in a few emojis and calling it a day. Meta’s algorithm prioritizes ads that feel natural and engaging, so don’t overdo it.
The best emojis for Facebook Ads
Using emojis thoughtfully can make your Facebook Ads more engaging and relatable. But it’s always a good idea to use the appropriate emojis for your brand voice and the situation. Here are some emojis you can use (and avoid):
High-performing Facebook emojis that drive engagement
The emojis below are typically associated with excitement and positive emotions. Consider using:
- 🔥 Fire: Conveys urgency and excitement, ideal for limited-time offers or highlighting popular products.
- 🚀 Rocket: Represents growth and speed, making it great for showcasing new features or fast services.
- 🎯 Bullseye: Symbolizes precision and goal achievement, which makes it ideal for emphasizing targeted solutions or successes.
- 💲 Dollar sign: Highlights financial benefits or deals, making it effective in promotions or discounts.
- ⭐ Star: Usually denotes excellence or high quality, useful for showcasing top-rated products or services.
Emojis for Facebook broken down by industries
Some emojis are perfect to use for certain industries. Let’s take a look at some of them below:
- E-commerce: 🛒 Shopping cart, 🎁 gift, and 📦 package fall work well for the shopping and delivery experience.
- Real estate: 🏠 House, 🗝️ key, and 📍 location pin help to highlight property locations.
- Health and fitness: 💪 Flexed bicep, 🥗 salad, and 🏃♀️ running person are great for health and fitness since they represent active lifestyles.
- Finance: 💰Money bag, 📈 chart, and 🏦 bank work well to represent the finance industry (ad financial institutions).
Which Facebook Ads emojis to avoid
Just like some emojis work really well for certain situations, there are others that should probably be avoided. These include:
- 👍 Thumbs up: This is often perceived as outdated or passive-aggressive by younger audiences. When overused, it can lead to negative perceptions.
- 👌 OK hand: Like the thumbs up, this has acquired negative connotations in certain contexts.
- 💩 Poop: For obvious reasons, this is generally unprofessional and can detract from your brand's message.
- 🍆 💦 🍑 Eggplant, water droplets, peach: Some emojis come with hidden meanings that Meta’s content moderation system doesn’t always like. Emojis like these can be flagged because they’re often linked to inappropriate content. Using them might get your ad rejected or limit how many people see it.
Using emojis in Facebook Ads effectively
We’ve established that emojis can be great in Facebook ads. But how should you use them (and where should you place them)? Here are some suggestions:
- Ad headlines: A well-placed emoji can make your headline pop and grab attention instantly. For example, you can try “🔥 Limited-time deal on sneakers!”
- Primary text: Adding emojis to the main ad copy helps break up text and make it more engaging. They work well at the beginning or end of a sentence, like “Looking for a new home? 🏡 Let us help!”
- Call-to-action (CTA) buttons: While Facebook does not allow emojis directly in CTA buttons, you can use them in the surrounding text to reinforce your message. For instance, you can try “Shop now and save big 🎉”
How many emojis to use?
Too many emojis can make an ad look cluttered or unprofessional — just because emojis can be helpful doesn’t mean you should overload your ads with them. Just look at some Facebook posts that are drowning in emojis.
There’s no set rule for how many emojis to use in a Facebook Ad, but one to three is a good place to start. The best way to find what works is to test different versions. Too few might not make a difference, while too many can make your ad look messy. Think about your audience — younger users might love emojis, while a more formal industry needs a lighter touch.
When emojis hurt performance
There are times when emojis can affect your ad’s performance negatively, such as:
- If they replace key information: Emojis should complement the text of your ad, not replace important words. Not all users understand emoji meanings the same way.
- If they feel out of place: A 🚀 in a legal services ad might not make sense, but it works for a startup promotion.
- If they distract from the message: The goal is to improve readability, not overwhelm the viewer. Use emojis strategically, not just for decoration.
A/B testing emojis in ad copy
To see if emojis boost your ad’s performance, create two versions of the same ad. One with emojis and one without. Keep everything else the same, including budget, audience, and placement.
Here’s an example:
- With emojis: "🔥 Limited-time offer! Get 20% off all sneakers today. Shop now! 👟"
- Without emojis: "Limited-time offer! Get 20% off all sneakers today. Shop now!"
And here’s how to test:
- Choose what to test (headline, primary text, or CTA).
- Run both ads at the same time.
- Track click-through rate (CTR), engagement, and cost-per-click (CPC).
- Analyze the results to see what version works better.
Mistakes to avoid when using emojis in Facebook Ads
If you’re just starting to incorporate emojis into your Facebook ads, there are a few things you can avoid to make things go easier. These include:
- Using too many emojis: Ads overloaded with emojis may make viewers scroll past since they can look a bit spammy.
- Using irrelevant emojis: An emoji should support your message, not confuse your audience.
- Choosing emojis that don’t match your brand’s tone: A playful emoji might not work for a serious industry like finance or law.
- Ignoring how emojis display on different devices: Emojis can look slightly different on iOS and Android, which might affect how they’re interpreted. It’s worth checking how they appear across platforms to keep your message clear.
- Not testing before scaling: What works for one audience might not work for another, so it’s a good idea to test before you publish ads at scale.
- Forgetting accessibility: Some screen readers may not interpret emojis correctly, so keep key information in text.
How Bestever helps you improve your FB ads
If you’ve tried emojis for Facebook ads and it still feels like your ads aren’t converting, Bestever can help.
We can help you figure out why some of your ads work, and some of them don’t. Our platform uses computer vision algorithms to analyze creatives and past performance data to offer actionable feedback to help you improve them.
Here’s how:
- Analyze ad performance instantly: Using Bestever’s Ad Analysis tool in the Creative Studio allows you to get real-time feedback on your ad’s audience impact, CTR strength, visual appeal, and information density. You’ll get a clear breakdown of what’s holding it back, whether it’s weak visuals, poor targeting, or budget misalignment.
- Optimize your ads before you waste your budget: Instead of spending thousands to see if an ad works, we can help you figure out weaknesses before you burn through the budget. Our AI highlights underperforming elements and makes data-based suggestions for improvements.
- Review your old ads and get ideas: Bestever can look at historical data in your ad manager accounts and make suggestions based on past performance results. You’ll be able to see the patterns in high-performing ads and use those insights to refine your next campaign and double down on what converts.
- Know who to target: Not sure if you’re targeting the right audience? Just enter your website URL and Bestever will analyze your existing traffic to suggest how to refine your ad targeting and generate ad personas.
- Generate high-converting ad creatives: Need fresh creatives without hiring a big team? Bestever can look at your site and generate creatives in large volumes. Pull stock images and video clips that fit your brand voice — so you can launch more ad variations quickly.
Ready to optimize your ads for better performance? Let our team show you how to fine-tune your campaigns so you can focus on what works.