Facebook Makes It Personal With New Reactions Feature
THE LIKE BUTTON IS MADE NEW
This morning Facebook rolled out its newly redesigned “Like” button. The iconic thumbs up, which can now be seen throughout the vast expanse of digital space, just stepped into 2016 in a cool way: it’s interactive. Now when a user sees a post that they like, they can choose one of six options to apply to the post.
When you’re on Facebook’s mobile app, holding down the Like button will reveal a menu with the six options seen above. Selecting one will apply it to a post. Similarly, on desktop, holding your click on the like button will reveal the same menu.
WHY THIS WILL RESONATE W/BILLIONS
Social media is so popular because it leverages digital technology to give us seemingly human experiences and a sense of connectivity. Facebook, at long last, has made the experience a little more complex, and therefore a little more human, in allowing users to choose a reaction more suited to their emotions. This in turn makes the experience much more human for the author of the post users are reacting to. Now we can know (sans potentially toxic comments) how the user feels about a post with a simple emoji.
Emojis really do make things better. 👊 Don’t just take it from us, take it from Adweek, too.
WHAT GOES INTO THIS KIND OF THING
On the surface, adding emojis to the Facebook experience might seem trite. (WHERE IS THE DISLIKE BUTTON?!) However, real work goes into choosing just what should be included. Before including them, Facebook consulted with sociologists, led focus groups and analyzed the body of emojis already available for Facebook Messenger and Comments, to see which are the most popular. A tall order considering that Facebook’s user count is in the billions. The five new emojis, with he revamped traditional “like” are thought to have the most resonance with Facebook’s global audience. They’re relatable across cultures and contexts - an important aspect for the world’s largest social network.
WHY THIS IS GREAT FOR BRANDS
This is superb for brands who want to know how users feel about their content and the news, products, services and other information they’re sharing. We welcome use of the feature on our posts! Is what we are sharing awesome? Is it total junk? Does the content sometime confuse you? Should we just throw it all out?
We are so serious about how much we welcome your feedback, that we’ve put a survey where you can let us know in detail what you think. Normally, we are the ones managing a content audit, but this time, it’s your turn. Tell us what’s up.