What marketers need to know about Facebook Reactions.

Emily Marchak 02/29/16 - 6:19 pm

Like, love, haha, yay, wow, sad and angry. No, this isn’t the casting call for Inside Out 2; these are Facebook Reactions. Last week, the social platform made Reactions accessible worldwide, prompting brands and users to create more ways to engage.

Facebook ReactionsSource: Facebook.com

What is a Facebook Reaction?
Reactions are an extension of the “Like” button and are designed to serve people with other ways to share their response to a Facebook post. To access the six new options, users must hold down on the “Like” button for Reactions to appear. 

For users this means they have six new ways they can respond to a Facebook post by a brand, friend or public figure. For brands, Reactions could entice more engagement with consumers. Reactions will offer insight as to how consumers or specific audiences are reacting to different types of content that can be used in future targeted messages.

What do brands need to know?
In a post last week, Facebook noted the following things advertisers need to know about Reactions:

  • Metrics on paid advertisements will now include Reactions, however will not be broken down by each individual Reaction.
  • If you want to see a breakdown of individual Reactions, you can find this information in Page insights.
  • You cannot remove a Reaction (the same for Likes).
  • All reactions are treated equal. Just because a user may “Love” a post doesn’t mean it pulls rank over a “Like.”

Other things to note, you cannot turn off the Reactions and you cannot turn off specific Reactions (say “Angry” or “Sad”). They are all here to stay.

What will this look like?
Content and context must be taken into account for each Reaction. For instance, users may choose “Love” or “Yay” in a post where brands are giving coupons or promotions, or when a friend gets a new puppy.

Despite negative connotations, a “Sad” may not be bad for a brand to receive. Consumers may choose “Sad” if your business is closed on a particular day or they find out a friend is ill. However, if “Sad” or “Angry” are chosen in regards to Facebook promoted posts and advertisements, it’s a different story. So, be sure to take that into account the next time you receive “Sad.” And remember, context and content are key.

Facebook has yet to determine how individual Reactions will be reported in the future, however brands can get a feel for how users are reacting to their posts and content now. They can get insights as to which audiences are reacting a certain way and use this information for future targeted messages.

What do you think about the six new Reactions? Do you “Love” them or do they leave you “Sad” and “Angry?” Let us know your reaction in the comments below.

Blog Category: Social Media

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