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In case you missed the internet collectively losing its ever-loving mind a couple days ago, Facebook introduced Reactions. Reactions take the place of the traditional “Like” button, and instead give the user new options of how to react.

This is great because sometimes you want to show that you agree with a friend’s post, but that doesn’t mean you like it. And let’s be honest – it always seems a little weird to push “Like” when you really want to convey condolences on a post about a death in the family. But we did it anyway because we wanted to show our friends we were there for them.

So Facebook finally stepped up. And after more than a year of research, according to USA Today, they gave us five more options beyond Like – Love, Haha, Wow, Sad, and Angry.

Mark Zuckerberg – Introducing Reactions

Screenshot of Mark Zuckerberg's Facebook post that introduced Facebook Reactions.

Today is our worldwide launch of Reactions — the new Like button with more ways to express yourself. Not every moment you want to share is happy. Sometimes you want to share something sad or frustrating. Our community has been asking for a dislike button for years, but not because people want to tell friends they don’t like their posts. People wanted to express empathy and make it comfortable to share a wider range of emotions. I’ve spent a lot of time thinking about the right way to do this with our team. One of my goals was to make it as simple as pressing and holding the Like button. The result is Reactions, which allow you to express love, laughter, surprise, sadness or anger. Love is the most popular reaction so far, which feels about right to me!

Posted by Mark Zuckerberg on Wednesday, February 24, 2016

Thank you, Zuckerberg! We love the options. (Although, some of us really just wanted a “Dislike” button.)

This is all great, and as Facebook users, we get the awesomeness of this new feature. BUT, what does this mean for companies and brands that are active and advertise on Facebook.

Impact of Facebook Reactions on Advertisers

An immediate impact of the Reactions feature should increase engagement across the platform because it allows for more robust responses. According to Forbes, users who had Reactions in beta testing were responding more frequently to posts than users without them.  Any time you can boost engagement, you spread the organic reach of posts. So as a company, more people could see your content.

At InQuest, we also believe that it will open the door for measuring “success” of posts in a new way. Not everything that we post for ourselves or our clients is meant to be “Liked”. Sometimes we would rather express sympathy, sadness, or laughter on a topic. Depending on the content, one of the new five Reactions could more accurately depict whether users empathize with your posts.

As an example, we pulled screenshots from a recent local news stations Facebook post.

Screenshot of Facebook post, a news story that caused anger, with mixed reactions.

Screenshot of various Facebook Reactions on a Facebook post.

This news story is not something that people like. As you can see, with the Reactions users are able to express Anger and Sadness, as opposed to the traditional Like.

While we’re excited with the potential applications of the Reactions feature, we also simply enjoy the memes that have resulted – like this one.

InQuest Marketing

Author InQuest Marketing

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