Say hello to your six new best friends on Facebook:
Welcome to the new and improved version of Facebook’s ‘Likes’! Of course, the like button is still there, so no worries! According to Mark Zuckerberg, it’s not going anywhere anytime soon.
These “reaction buttons” are activated by holding the like button on mobile, or hovering over it with your mouse on a desktop. Once you do this, a panel with the six emoji options (shown above) will pop up. A number related to how many times each emoji was selected for that specific post will appear below.
What Does This Mean From A Marketing Standpoint?
Reactions provide a whole new insight and data for brands and marketers everywhere. In your Facebook Page Insights, you will see something similar to the image above. This gives you a specific breakdown of the Reaction feedback, enabling you to get a better understanding of how your audience is responding to your content.
When it comes to what the new data actually shows, the results are mixed. Facebook has said that all Reactions, for now, will count as ‘Likes’ – so if someone responds with a ‘sad’ reaction, they’re likely to see more of the same content simply because they engaged with the content. For example, you might post something that generates many ‘sad’ reactions, but may also notice a link click rate that’s higher than others. That being said, this new feature is surely a work in progress, as it relates to the back end, so that businesses can accurately track their page progress.
What do each of those responses actually mean?
Determining if the ‘wow’ or ‘sad’ reaction button is a good thing or not depends on your end goal. Aiming for more ‘Likes’ or more ‘Loves’ is not the right way to go about this tool. Ultimately, the data and how you use it will be relative for what YOU are looking for and seeing in actions. There is no ‘one-size-fits-all’ answer when it comes to social media analytics and what works for someone else may not work for you. The rule of social media marketing is ‘your audience rules’, so while studies may show one thing or another, you will need to assess your own results to get a full understanding of what each Reaction means to you and your audience.
How will you use reactions? Which emoji works best with your goals? Share your thoughts with us in the comments!