While 2016 was the year new emojis seemed to popping up quicker than a Kardashian selfie, a new study shows users aren't so enthusiastic for the smiley faces.
Research from YouGov Profiles reveals 59% of US millennials surveyed say brands are trying too hard with jam emojis into ad campaigns.
While users aged 50 – 64 years are the group least likely to be swayed by the smiley faces.
However it's not all bad news. Millennials feel more affection for emojis than Gen X-ers, plus they're more likely to understand the meaning of each face.
Also, 53% of millennials think mixing text with emojis help clarify messaging.
The lesson: like a Kardashian selfie, sometimes less is more with emojis.