My Suggestion What The New "reactions" Feature Means For Facebook Marketers


Content Writer
Last week, the new "Reactions" feature was officially rolled out by Facebook worldwide. The introduction of this feature has certainly changed the landscape of Facebook for brands. Now, online marketers can get a much deeper insight into how audiences interact with content which will open up a brand new world of experimentation and testing. But it may also reduce the meaning of "Likes" on Facebook.

This feature gives online marketers a new feedback loop from the audience. Users who might not have wanted to like content earlier will now be able to send you a more specific signal about how the content affects them.

Since all of these reactions are counted as likes in the current algorithm of Facebook, people who might not have interacted with brands in the past will start now which is going to give a signal to Facebook that this content is popular among audiences. This will be important for brands with the mobile becoming a much bigger deal. Users who might not have wanted to post comments through their smart phones can now react with just a simple tap.

Here are some ideas of how marketers can use these reactions to get a better insight into their audience:

See which reactions perform the best

Do the posts which get the most "love" perform better than the rest? If that is the case then you should create more content like that. Are the posts which "anger" audiences getting the most shares? Maybe you should stir the pot every now and then?

How powerful is "love?"

We know that people tend to talk more about the things they love than anything else. You can test out this theory by starting a campaign and seeing how much "love" you can get from users. Once you have completed this campaign, visit the Insights page and see how many views, clicks and shares you have got to determine if the users are actually reacting to and spreading this lovable content.

Remember the "love"-ers

The people that react with "love" for multiple posts can be good brand evangelists. Even though Facebook doesn't segment these people as of now, you might want to manually dig into that icon to find the names which pop up time and time again. If you notice a few people who are loving posts a lot, consider noting down their details so that you can interact with them more through Facebook and send them more content.

Negative emotions

Earlier, when users felt something negative towards a post, they usually commented on it. But with the new emotive options, this might just change. Users who experience negative reactions can now react quickly by simply tapping a button instead of having to type out a comment.

The biggest implication of all of this is that marketers are going to start getting much more feedback. But marketers need to be wary of both negative and positive trends for posts as a form of customer feedback. At the end of the day, getting a reaction is better than not getting one.

Prasoon Arora

White Belt
It is all about the real meaning of the medium that you are selecting for your customers. If you are able to attract them you get support for the same, if your subscribers found you as thinking of your own business rather than providing services you are ignored.

Zirkon Kalti

Content Writer
Reactions is a new feature rolled out by Facebook in February. Now you can choose from 6 emotions when rating a post including Like, Love, Haha, Wow, Sad, and Angry. The reason why they introduced this feature is because the product design director, Geoff Teehan said that it is not appropriate to like every piece of news for example if it is a Facebook post about the death of a dog, why should the post be liked.