Last week, Facebook announced the release of six emoticons named “Reactions” that users will soon be able to use in place of the traditional “like” button.
For years, users speculated if there would ever be a “dislike” button. Though recently, Adam Mosseri, Director of Product at Facebook, shot that down
by saying the “dislike” option wouldn’t be
“in the spirit of the product we’re trying to build.” For now, users in Ireland and Spain are offered this new feature which will eventually be rolled
So how did Facebook respond to the desire for another expression on posts? With six emoticons that help express love, laughter, excitement, shock, sadness
While at first I was upset that I still can’t “dislike” every picture of food in my newsfeed, I quickly realized that this may be for the best, for my
job and for others who rely on Facebook to advertise.
Until this change rolls out globally, users can still “like” a Facebook ad, share it or comment on it. The only way a user can negatively interact with
an ad publicly was through commenting on it. Moving forward, a user will be able to use the sad or angry emoticon just as easily as they used the “like”
button. Companies will no longer be able respond to an issue that a user may have run into and decided to share by commenting on a Facebook post.
But don’t worry, be happy. This announcement of the new reactions isn’t all bad. With these new options, users can love a product, laugh at a piece of
content you share, show excitement towards a store opening, or be shocked by how awesome your sale is.
So as an advertiser, how will you get your company or clients more “Loves” than “Angrys”?
1.) Create quality content.
As always, it is important to create awesome content with the user in mind! From an eye-catching image, to appealing ad copy, give the user a reason to
interact with your ads. Or as Aaron Levy would suggest, don’t “treat others the way YOU want to be treated” but rather “treat others the way THEY want
to be treated.”
2.) Target your audience properly.
The best way to get a positive reaction off of your ad is by targeting the people who will most likely find your product or service relevant. With winter
around the corner, you can set up remarketing lists of users
looking at specific winter products that you may have on sale around the holidays. You can also set up Lookalike Audiences and allow Facebook to find users similar to people you want to target. If you have a list of emails from sign ups on your site, set up a list of those
users and advertise special offers for being on your email list. Finally, target users in-market or who have shown interest in certain products or services. For example, if you are a local company selling snowboards, you may want to target
users who like certain ski resorts in the area.
3.) Switch it up!
Users do get ad fatigue. Don’t create one ad and run it for all of 2016. Try switching up your more generic images every 30-60 days while still maintaining
the consistency of your brand message. Give users something new to see and engage with, whether it is a new offer or just a brand awareness ad. Even
though you have created a rock star ad that is targeted to highly relevant, in-market users doesn’t mean you are going to get 100% of them to interact
with your post or buy your product. You may need a few different offers and some time to get targeted users to convert or interact. If you have a limited
reach or are still seeing poor performance from new ads, try switching up your targeting to see what other methods might work for your company.
4.) If all else fails, take the feedback and go back to the drawing board.
Richard Sim, Director of Monetization Product Marketing at Facebook said “At the end of the day, for a business we want you to post things that you know are going to drive business value for you, and optimizing for loves
really isn’t the right business value for you.” While I agree that driving business value is the end result, I still think engagement is very important.
Especially if you are a smaller business. You don’t want to be a pizza place advertising your delivery service with two loves, eight sad faces and
100 angry reactions since that will PROBABLY have a negative impact on your sales.
So how do the new “Reactions” make you feel? Excited, sad, angry…maybe nervous?