Facebook unveils ‘Reactions’, what the buttons mean for brands

By February 25, 2016Digital, Strategy

Facebook’s new Like button is here: Reactions are now available to everyone.

Facebook today launched the expansion of its “Like” button into a new range of “Reactions” that will enable the user to consider new emojis alongside “Like”.  Sometimes “liking” those posts doesn’t cut it.

Facebook Reactions

The new reactions buttons will work the same way as the like button. Hold down the Like button on mobile or hover over the Like button on desktop to see the reaction image options, then tap either Like, Love, Haha, Wow, Sad or Angry.

Facebook Product Manager, Sami Krug, says the changes have been the result of users demands.

“We’ve been listening to people and know that there should be more ways to easily and quickly express how something you see in news feed makes you feel,” Krug says.

But what do the buttons mean for brands?

The new emoticons will change brands’ experience of social media. Essentially these reactions will offer a new and potentially more accurate way to measure sentiment.

Brands will have a better understanding of how people are feeling about the content they’re posting. Businesses will now be able to see reaction counts within Facebook’s page insights tool to further improve on analysis.

How Facebook Reactions will change social media?

For now Facebook’s news-feed ranking algorithm will count reactions as likes. Over time, it’s a safe to expect these reactions will impact what people want to see in their feeds and content will be treated differently.

Predictions:

Drop in “likes” as people chose to “Love”

  • Higher engagement levels as people can react to posts beyond just liking them
  • Better understanding of human emotion, and the science of why we buy, what impresses or irritates us

Here’s how we used the announcement for our client The Reject Shop

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In the meantime…

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The new change seems to be like quite minor, however if not managed correctly it could see a few brands in the spotlight for all the wrong reasons. As always, focus on the content relevant to your audiences that create connections between your brand and customers.

If you need help with your social media strategy, get in touch today.