What if you could stop “liking” things in Facebook and actually express how you really feel? What if you could tell your Facebook friend from high school, “hey, that post isn’t cool, it makes me angry.” Enter Facebook Reactions, an extension of the Like button that makes it easy for people to share reactions to posts. Facebook says the goal of Reactions “is to show you the stories that matter most to you in News Feed, just as we do when someone likes a post, if someone uses a reaction, we will infer they want to see more of that type of post.”
What Facebook Reactions Means for Businesses
In Mark Zuckerberg’s own words, “Reactions gives you new ways to express love, awe, humour and sadness. It’s not a dislike button, but it does give you the power to easily express sorrow and empathy — in addition to delight and warmth. You’ll be able to express these reactions by long pressing or hovering over the Like button.”
So how is Facebook Reactions going to effect your business?
- Better understanding of what their audience likes seeing – Users will only be able to choose one reaction to any given post, so the one they choose from the six available illustrates their strongest feeling towards the content. This will put you in the driver’s seat with understanding what content motivates you customers to feel the way they feel. Reactions let you choose the types of content that best positions your customers’ emotional response.
- Improved Page Insight Analytics – Reactions was designed to make it easier for mobile users to react to posts without the need to comment. In turn, this makes it quicker for marketers to review comments, analyze comments vs reactions in Page Insights and better understand audience sentiment. With an increase in data points of your customers, you gain a greater view of sentiment not just from those who feel strongly enough to react, but those who will conveniently share their feelings in milliseconds.
- ‘Improved’ Negative Feedback – So it will be easier for audiences to react to posts, but what happens when a post receives negative reactions to it? Just like Likes, Reactions are equally important and will increase post reach. Despite the fact that you may see fewer comments, this is a development that was created to express empathy. Keeping this in mind will help in managing negative feedback.
- Improved Product Research – Reactions can help companies make informed decisions about existing and new products. For example, doing test posts about the same product and seeing how audiences react to each post over time. Enabling emotional feedback on product rollouts is an incredible advantage for development, but it also gives marketers a leg up—with reporting that is virtually free to use.
The implementation of Reactions is a huge change for Facebook, it’s understandable why they’re only testing it in specific countries, but I feel left out.
Marketers Prep for Facebook Reactions
Facebook Reactions is currently testing in Spain and Ireland, but how can marketers in other markets prepare for Facebook Reactions should it become a permanent part of the platform? Will it force marketers to appease their audiences?
Facebook wants to remind marketers that this is an “opportunity for businesses and publishers to better understand how people are responding to their content on Facebook. During this test, Page owners will be able to see Reactions to all of their posts on Page insights. Reactions will have the same impact on ad delivery as Likes do.”
Time will tell, the more real-life experience marketers get with the new Reactions, the better the industry can react.
I personally am looking forward to Facebook Reactions being launched in Canada. What do you think? Are you looking forward to it being released in North America? How are you going to prep for the changes? Tweet us and let us know!
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