Facebook is getting emotional.
If you have been on Facebook in the past week, you’ve probably already noticed its newest feature: reactions. Now, instead of just clicking the “like” button, Facebook users have the option of expressing a range of emotional reactions to posts, including “love,” “haha,” “wow,” “sad” and “angry.” Each reaction has its own animated emoji meant to express that emotion. The reasoning behind the update is that Facebook users can benefit from being able to do more than simply “like” a post. It’s true that users have always had the option to leave a comment, but commenting takes time, while clicking the “like” button is fast and easy. The new emojis allow users to leave more nuanced responses to various posts with the convenience and ease of the “like” button. Facebook’s new reactions also provide a new way for businesses to interact online with consumers. Here’s what these cute little emojis could mean for your business.
More Visibility for How Users React to Your Posts
Rather than generic “likes,” you will now notice users reacting to posts with “love,” “haha,” or even “angry.” These reactions are open for the world to see, which means that others can see the emotional response fans have to your posts, and you can see the emotional response fans have to posts by other businesses. It’s important for businesses to take advantage of different ways that these emotional reactions can be useful as a marketing tool. Reactions have the potential to allow businesses to connect with their customers on a whole new emotional level.
Takeaway: Encourage fans of your page to use Facebook reactions on your posts. This could be in the form of a contest–ask fans to click “love” on a post and announce that you’ll pick a winner of a prize from that list of people. This method will help to boost engagement on your page in a positive way, which in turn makes your page more visible to new users.
Facebook Could Use Reactions to Learn More About Users
Facebook has long been interested testing out emotional reactions in order to learn more about user behavior. Many Facebook users will remember the report Facebook published in 2014 in which the social networking company revealed that it had experimented with users’ emotional reactions to adding either positive or negative posts to their news feeds. Understandably, many people were upset at Facebook’s emotional manipulation.
However, this was all part of Facebook’s goal to find ways to keep users on Facebook longer. For example, they track user “likes” to personalize our news feeds to present more content that is relevant to each of our individual interests. With its new reactions feature, Facebook could potentially track users’ varying emotional responses to posts in order to even further personalize our news feeds and learn more about each user’s likes and dislikes. While currently Facebook categorizes all reactions as the same thing as a “like” in their news feed algorithm, that could easily change in the future.
Takeaway: Businesses can take advantage of users’ reactions to posts in the business Insights page, where you can find a breakdown of reactions for each post. You’ll be able to see a list of the number of people who responded with “love,” “haha,” etc. in order to get a better idea of the type of posts that fans of your page want to see.
Time to React!
Start using Facebook’s new reactions to your advantage today with the help of our social media gurus. Call Turn The Page Online Marketing at (816) 527-8371 or (844) 889-5001.
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