Do you like Facebook’s new Reactions?
After a long period of global research, Facebook recently released a new feature called ’Reactions’ by supercharging their Like button. Besides the good ol’ Like, you can now react with ‘love,’ ‘haha,’ ‘wow,’ ‘sad,’ and ‘angry’ emotions to posts. But what are the consequences to an average user and a marketer?
First, it’s probably good news because you can express your emotions and thoughts on someone’s activity in a more complex way than a simple thumbs up. Some posts simply weren’t meant for liking — when someone shares bad news (losing something or someone, for example) liking it could mean gloating instead of sympathizing with them, so people often chose not to react to avoid upsetting them. So go ahead and express yourself!
Many people, however, would have preferred a dislike button. Facebook also played with the idea, but decided to drop it because it was far too ambiguous — you probably wouldn’t like to see your personal or business posts disliked by hundreds of people. However, an advantage of this option would have been the simplicity and continued uniformity — two simple reactions, either you have positive or negative feelings for a certain content. Now we have six different emotions instead.
As a brand or a marketer, this change is quite exciting as it lets you measure the reactions of your audience more accurately and change your content and ad strategy accordingly. You’ll get a deeper insight of what your fans or target group prefers and how they react to certain types of posts. It could also mean slightly more people reacting to posts (because of the reasons mentioned above), but less people commenting because they can express their exact emotions easier, without needing a comment to explain it.
It is yet unclear whether the Reactions affect the news feed or the advertising algorithm, but it’s possible that it will have its implications.
What do you think about the new Reactions system? Do you love it, or does it perhaps make you sad?
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