With seemingly little effort in a smiley or thumbs up sign, emojis might have once been dismissed as the lowest form of communication. But as more human interaction goes digital and eliminates nonverbal cues, they're becoming a powerful vessel for people’s feelings and personalities.

The English language is constantly shifting, with merging communities and tech making it evolve faster than ever; 86% of British parents think teens speak a different language on social media. So how can brands use words, emoticons and colloquialisms to better communicate with their audiences?

Rhythm and rhyme have been around since the beginning of time, and spoken word is now booming in Britain, with brands like the BBC and McCain harnessing this ancient art form in their campaigns. But what makes poetry more persuasive and engaging than non-rhyming prose in advertising?

In 2015, 17% of American weddings were interracial – up from 3% in 1967. While Gen Z is set to be the most diverse generation yet, their language of choice – emoji – doesn't reflect this. Tinder is calling for greater representation, with the inclusion of interracial couple emoji.