In time for World Emoji Day, Twitter launches emoji keyword targeting which gives brands the ability to target people based on the emojis they include in their tweets.

“Emojis have become a ubiquitous way for people, publishers, and brands to express their feelings. And over 110 billion emojis have been Tweeted since 2014,” writes Twitter on their blog.

With the tool advertisers can target people who have recently Tweeted or engaged with Tweets featuring emojis. For example, a food chain could now target people who Tweet food emojis.