I like this post, but I’m not sure I want to “like” it. Isn’t there another way for me to express my reaction?
The answer to this question may soon be yes. Facebook has announced that it is testing six emoji “Reactions” (“love”, “yay”, “haha”, “wow”, “angry” and “sad”) as an extension of the Like button.
What Does This Mean for Users?
Facebook has announced that its goal “is to show you the stories that matter most to you”. When a user likes something on Facebook, the platform infers that they want to see more of that type of post. Reactions work in the same way, thus giving Facebook an additional way of gaging the sort of content users want to see on their news feed.
What Does This Mean for Brands?
In the blog announcement, Facebook refers to Reactions as “an opportunity for businesses and publishers to better understand how people are responding to their content”. In terms of ROI, Reactions will have the same impact on Facebook ad delivery as Likes do, while page owners will be able to view audiences’ Reactions on the Insights analytics interface.
What About a “Dislike” Button?
Now, we know what you’re thinking – this isn’t the “Dislike” button many users have been asking for. But Mark Zuckerberg said that while Facebook has resisted introducing features that make it easy to criticize others, the platform is making an effort to facilitate the expression of sympathy and negative feelings.
Reactions are currently being tested in Ireland and Spain only. Nevertheless, Facebook aims to roll out the feature to all users. So we could all be loving, wow-ing and yay-ing before too long…