Last Wednesday, Facebook launched its new Reactions feature. Facebook users have always been able to “like” a post. But now, users can select emojis expressing “love”, “haha”, “wow”, “sad”, and “angry” to apply to posts and stories they come across in their news feeds. Brands and advertisers on Facebook should be especially excited about this. The new Reactions feature will help brands deliver more targeted and direct messages to their audiences.
“Like” is a broad term. But until last week, it was the only way to express agreement with a post. The new Reactions feature will give users new ways to express themselves and communicate with other users and brands.
Before the feature was added, Facebook’s software already decided which ads will appear in a user’s feed. If a user “likes” a post, the software works to continuously show that user similar content. The new Reactions buttons will make this easier, ensuring that users see the content they want to see.
“We see this as an opportunity for businesses and publishers to better understand how people are responding to their content on Facebook,” Facebook’s Product Manager Sammi Krug wrote in a blog post on Feb. 24. Krug also wrote that Reactions will have the same impact on ad delivery as likes.
The new feature will serve as a powerful analytic tool, allowing advertisers to grasp a deeper understanding for users’ responses to specific posts. Also, with the new Reactions options, Facebook can ensure that a brand’s advertisement appears in news feeds between posts that are generating positive reactions from users.
To use the new Reactions buttons on your computer hover over the like button. To use them on your phone or tablet hold down the like button. Click and choose the icon you want, and the emoji will appear under the post.