Last week Facebook released its new reactions to the world, which means your interaction with your newsfeed just became more meaningful. After nearly a year of testing in different markets around the world, Facebook has officially released its new supercharged ‘like‘ button. For the first time, Facebook users can interact with posts in ways besides a thumbs up. Instead of ‘liking’ a post, you have the option to express five other emotions (love, haha, wow, sad and angry).
Essentially, reactions are just an extension of the like button but it gives you five more ways to express your feelings toward a post quickly and easily.
To add a reaction on mobile hold down on the like button or hover over the like button on a desktop to open the reaction options. From here you can slide between the reactions and choose the emotion which best suits your mood.
In a meeting with his team, Mark Zuckerberg had finally conceded that it was time for Facebook to allow other emotions besides the ability to ‘like’, which as we all know, isn’t always appropriate. People needed a quick and easy way to express their emotions and an emoji/gesture based system seemed best. After researching all the emotions expressed on Facebook, these emotions were narrowed down to just 6. Facebook then tested dozens of iterations of each reaction, with their visual counterpart. Below you can see different stylized variations of each reaction.
Geoff Teehan, a design director at Facebook, explained that reactions had to achieve two primary criteria: universality and expressivity. Emoji are a non-verbal medium, so there couldn’t any be uncertainty about what emotions they expressed in different cultures.
Chevrolet became the first brand to incorporate the new reactions into their advertising campaigns having launched a new video within hours of the release of the Facebook reactions.
This one minute video, posted on their Facebook page, encourages their audience to love their newly released car instead of liking it.
Social media marketers have always had a pretty good idea of who you are when they are targeting you on Facebook, most importantly; who your friends are and what you like. However, with the introduction of reactions, marketers now have a wider range of emotions to base their insights and deductions on.
At the end of the day, marketing is about eliciting emotion from consumers and Facebook has given consumers a way to express these emotions directly to brands and for consumers, reactions have given them the opportunity to express their emotions in a more powerful and human fashion.