Importance: [rating=4]
Recommended link: Bloomberg article announcing roll-out and explaining the approval process
You may remember that this change was first mooted back in the early Autumn - Marie Page covered the new alternative Facebook Reactions in her Smart Insights post where she showed how Facebook were testing these different Emojis to supplement Likes. Facebook had tested a 'dislike' button but it was thought that this would generate too much negativity.
So, after testing, Facebook Reactions has now been fixed as a Like button alternative that comes in the form of six emoji with the following sentiments: Angry, Sad, Wow, Haha, Yay and Love.
This change will have a HUGE impact in terms of the number of online consumer interactions each day, and it will affect Facebook advertising giving Facebook opportunities to increase revenues as more people interact. In the Bloomberg article, Facebook reveal that:
"Facebook’s 1.6 billion users click the Like button more than 6 billion times a day — more frequently than people conduct searches on Google — more frequently than people conduct searches on Google — which affects billions of advertising dollars each quarter".
Late last year, when the company announced Reactions, they were first tested in Spain and Ireland, and then into Chile, the Philippines, Portugal and Colombia.
"The tests have proved successful, so Reactions is finally headed to the United States and other countries in the "next few weeks".
So, we can expect even more interaction with our Facebook posts and new ways of measuring the emotional impact they have - it should be really interesting for consumers and marketers alike!
Facebook has more about the new feature in this video:
Marie noted that one of the key points for marketers to note is that every Emoji click is read by Facebook as a “Like”. So you’ll be teaching the algorithm that you like the news that you’ve just clicked on (cue more harrowing updates in your newsfeed).
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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