Twitter (X) Custom Emoji: How Hashflags and Branded Emojis Work
Custom emojis on X (formerly Twitter) are branded icons that automatically appear next to specific hashtags. They are called hashflags.
When someone types a hashtag with an active hashflag, the custom icon shows up next to it in every tweet. You have seen them during Super Bowl campaigns, movie releases, and major sporting events.
Create content, post everywhere
Create captions, images, and videos with AI. Schedule to 9 platforms in seconds.
Start your free trial
What Are Hashflags?
Hashflags are temporary custom emojis tied to specific hashtags on X. Here is how they work:
- A brand or organization pays X for a hashflag campaign
- X creates a small custom image (typically 72x72 pixels)
- Any user who types the designated hashtag sees the icon auto-appear next to it
- The hashflag stays active for a set period, usually tied to a campaign or event
Example: During a major movie release, typing #MovieName would automatically display a small movie-themed icon next to the hashtag.
The Name Changed, and It Matters If You Want to Buy One
"Hashflag" is the community term. "Hashmoji" is what X sells. In August 2023 X relaunched the product as Hashmoji, as part of a set of paid Branded Features. If you approach X or an agency asking about a hashflag campaign, that is the wrong product name, and searching X's advertising materials for "hashflag" will not find it.
The related features in that family are worth knowing by name too:
- Hashmoji. The custom icon attached to your hashtag. This is the hashflag, renamed
- Hashfetti. An add-on that makes the icon rain down over search results when someone taps the Hashmoji, for a 24-hour window. X markets it with large engagement multipliers; those come from X's own promotional material, so treat them as a sales claim rather than a benchmark
- Custom Likes. A separate Branded Feature that replaces the like animation during a campaign
The rest of this page uses "hashflag" where it is describing how the thing works, since that is the term people search for and the archives use, and "Hashmoji" where it matters that you are buying a current X ad product.
Hashflags vs Regular Emoji
Regular emoji are managed by the Unicode Consortium, which is why they work on every device and platform.
Types of Hashflag Campaigns
Brand Campaigns
Companies pay for hashflags during product launches, Super Bowl ads, or major marketing pushes. The custom icon draws attention to the hashtag and makes it feel interactive.
Sporting Events
Major leagues (NFL, NBA, FIFA) use hashflags for teams and tournaments. Each team might get its own logo as a hashflag during the season.
Entertainment Releases
Movie studios, streaming platforms, and music labels run hashflags for premieres, album drops, and award shows.
Cultural and Holiday Moments
X sometimes activates free hashflags for events like New Year's Eve, Pride Month, or Earth Day. These are not paid but serve platform engagement goals.
Social Causes
Nonprofits and awareness campaigns sometimes receive hashflags. X has provided them for causes like mental health awareness and disaster relief efforts.
What does X call the branded custom emoji product it sells today?
How to Get a Custom Emoji for Your Brand
Requirements
- Large advertising budget. Hashflags are part of X's premium ad products, bundled with major campaigns.
- Brand safety approval. X reviews all designs and associated hashtags.
- Defined campaign timeline. You set a start and end date. Hashflags are never permanent.
- Design assets. You provide the concept, and X's team creates the final 72x72 pixel icon.
What It Costs
X does not publish pricing, and we are not going to invent a number. Earlier versions of this page quoted "$500,000+" as an industry-reported starting point. That figure circulates widely, sourced to nobody in particular, and the reported amounts vary enormously depending on which year and which bundle a given article was describing.
What can be said without guessing: Hashmoji is sold as part of X's Branded Features, it is bundled with larger advertising commitments rather than sold standalone, and it is priced for brands running Super Bowl-scale or major-launch campaigns. If you are asking whether it fits a small budget, the answer is no, and the exact figure would not change that. For an actual number, ask X's ad sales team or your agency, because it is negotiated per campaign.
The Process
- Contact X's advertising team or work through a media agency
- Propose your hashtag and campaign concept
- Submit design direction for the icon
- X reviews and creates the final hashflag asset
- Agree on activation dates
- The hashflag goes live during your campaign window
Using Emoji on X Without Hashflags
If a hashflag is not in your budget, you can still use emoji strategically.
Unicode Special Characters
Use Unicode characters to add visual structure to your tweets:
- Arrows and bullets for scannable lists
- Check marks and crosses for comparisons
- Stars and special symbols to highlight key points
Where to Place Emoji
In tweets: Use 1-2 per tweet. Place them at the beginning or end, not mid-sentence. Match the tone of your message.
In your display name: One relevant icon makes your profile stand out in timelines. Pick something that represents your brand or content niche.
In threads: Use them as visual bullet points. Consistent usage across a thread creates a cohesive look.
Emoji for Engagement
- Polls and questions: Use emoji as answer options
- Reactions: Ask followers to reply with specific emoji
- Branding: Consistently pair one or two emoji with your brand content
For more on growing your X presence, see our guide on how to increase Twitter impressions and Twitter content ideas for business.
Third-Party Emoji Tools
You cannot create true hashflags without X's involvement, but several tools help with emoji content.
Emoji keyboards and generators: Our emoji translator converts text to emoji for bios and posts. Unicode text formatters and emoji shortcode references are widely available free.
Design tools for emoji-style graphics: Any general design tool (Canva, Figma) will make emoji-style images, reaction stickers and poll graphics. Note that none of these produce a real Hashmoji, which only X can activate, so what you are making is a normal image.
See our emoji meanings guide for a full reference on standard emoji usage across platforms.
How is a Hashmoji campaign on X priced?
Tracking Hashflag Campaigns
If you are running or monitoring a hashflag campaign:
- Track hashtag volume before, during, and after activation
- Measure engagement lift compared to the same hashtag without the hashflag
- Monitor sentiment to confirm the hashtag is being used positively
- Capture screenshots of the hashflag in action for campaign reports (they are temporary)
For tracking tools, see our guide on Twitter analytics.
Frequently Asked Questions
How long do hashflags last?
Can anyone create a hashflag?
Do hashflags work on all devices?
Can I see a list of currently active hashflags?
Are hashflags the same as Like animations?
Can I use custom emoji in my X display name?
Related Reading
Was this article helpful?
Let us know what you think!