Facebook ‘Reactions’ Will Allow Users To Do More Than Just ‘Like’

Facebook is reported to be testing a series of emoticons called ‘Reactions’ that are intended to allow Facebook users to react to posts in more complex ways than just by clicking ‘Like’. The emoticons are labelled love, haha, wow, sad and angry.

Facebook users in several countries including Spain and Ireland are the first to be able to use the emoticons to respond in a more nuanced, complex and possibly appropriate way to the posts they encounter.

Rollout Everywhere Soon, To The Delight of Advertisers

The intention for ‘Reactions’ to be rolled out to all of Facebook’s 1.59 billion users per month across all regions “soon” were announced recently by Chief Executive Mark Zukerberg in a conference with analysts.

As well as users getting the benefit of being able to more accurately express their feelings about a post, marketing commentators believe that advertisers (and therefore businesses) will be the ones to really benefit from the greater insights that the ‘Reactions’ could provide about peoples’ feelings about products, and marketing messages.

In scientific terms emotions are thought to travel many times faster than rational thoughts, so advertisers are hoping to benefit from the ability to enhance brands by making better emotional connections with consumers through making the most of the ‘Reactions’.

Businesses Could Benefit If They Can Make Sense of It

Businesses therefore look likely to benefit to some extra degree from extra insights based on the large sample that Facebook provides. Some commentators have however pointed out that one of the big challenges for advertisers and businesses is going to be finding a way to condense all the extra new data into something that makes sense, and provides a clear signpost to a way in which aspects of the marketing should be changed.

Should We Be Cautious?

If and when we choose to use the new ‘Reactions’ emoticons we will be potentially providing advertisers with fuel for tighter targeting as well as giving away more elements of our feelings about things than we have before. This could lead many of us to be cautious about using the ‘Reactions’ too freely. It may also be the case that we may not always choose to be honest about the emotions that we express via Reactions.

In any case, UK Facebook users will have to wait for the introduction of Reactions for which there is no definite introductory.