Facebook Reactions: What Marketers Need To Know

It’s official, Facebook rolled out Reactions to all users across the globe! In addition to Liking a post, you can now respond with Love, Haha, Yay, Wow, Sad, and Angry. Facebook reactions give users even more ways to share how they feel, quickly and easily.

In addition to allowing Facebook users to share their reactions with more than just ‘Like’, these new changes will impact marketing too. Check out what the new Facebook Reactions mean to marketers.

What Facebook Reactions Mean To Marketers

Until now, measuring how a Facebook post made people feel was a bit of a challenge. We knew people ‘Liked’ successful posts, but we didn’t know for certain the reason (Facebook also provides the negative feedback metric but isn’t one many seem aware of, nor does it provide a lot of insight). With the addition of Reactions, we now have far more insight into why people have engaged with our content, and that’s awesome.

Users can now tell us what they love, what mades them sad, what wows them, or that an update makes them angry. These metrics provide tons of additional insight for marketers looking to reach their audience in a meaningful way.

How Reactions Impact Reach

So how do these new Reactions impact your reach? Right now, Facebook says they’ll be measuring Reactions the same as they do Likes. They’ll infer that anyone engaging with your content wants to see more of that type of content, no matter which Reaction they choose.

As time goes on, Facebook will start to use Reactions to get a better idea of the type of content people like engaging with. This will be a great way of giving people more of the content they want, and less of the stuff they don’t.

A Great Reaction To Facebook Reactions

Reactions are great for both users and marketers. They’ll give everyone greater ability to share and gain more insight into what’s loved and what’s not on Facebook. Users can better share their feelings, while marketers can learn how their content engages people. It’s a win-win all around.

Start looking at how people are reacting to your content (available in your Facebook Insights). It’ll give you a valuable view of how people are perceiving it and help to guide future content and messaging. There’s much to be learned from the new Facebook Reactions and they’ll help guide how your marketing reacts too.


Originally published at benbrausen.com on February 24, 2016.