Nobody mentioned it so far... with utf8mb4 which is 4-byte and can also store emoticons (we should never more use 3-byte utf8) and we can avoid errors like Incorrect string value: \xF0\x9F\x98\...
we should not use typical VARCHAR(255) but rather VARCHAR(191) because in case utf8mb4 and VARCHAR(255) same part of data are stored off-page and you can not create index for column VARCHAR(255) but for VARCHAR(191) you can. It is because the maximum indexed column size is 767 bytes for ROW_FORMAT=COMPACT or ROW_FORMAT=REDUNDANT.
For newer row formats ROW_FORMAT=DYNAMIC or ROW_FORMAT=COMPRESSED (which requires newer file format innodb_file_format=Barracuda not older Antelope) maximum indexed column size is 3072. It is available since MySQL >= 5.6.3 when innodb_large_prefix=1 (disabled by default for MySQL <= 5.7.6 and enabled by default for MySQL >= 5.7.7). So in this case we can use VARCHAR(768) for utf8mb4 (or VARCHAR(1024) for old utf8) for indexed column. Option innodb_large_prefix is deprecated since 5.7.7 because its behavior is built-in MySQL 8 (in this version is option removed).