No doubt you will have noticed that Facebook has introduced its new ‘reactions’ feature, which in addition to the usual ‘like’, allows users to express others feelings on a post labelled ‘love’, ‘haha’, ‘yay’, ‘wow’, ‘sad’ and ‘angry’ via emojis that appear when you hold the like button.
As well as helping to improve advertising on the site by giving brands more feedback on what consumers really think of their ads and updates, Facebook is also planning to use the reactions feature to influence what appears in people’s News Feed.
“Our goal is to show stories that matter the most in news feed. Initially, just as we do when someone likes a post, if someone uses a reaction, we will infer they want to see more of that type of post.” explained Facebook product manager Chris Tosswill in a blog post.
For businesses that use facebook as part of their digital marketing strategy, reactions should offer them more feedback on what consumers think of their ads and posts so they can adapt accordingly. To provide further insight and analytics, Facebook will provide brands with data on who is reacting to their posts and how.
By introducing this feature, Facebook hopes it will lead to “a more empathetic Facebook experience” for users and that it gives businesses and publishers a better understanding of how people are responding to their content on the social media platform.