Facebook users are about to get a lot more… well, emotional.
This week, Facebook launched a new feature known as “Reactions,” which makes it easy to portray real emotions with just a click of the button. Instead of simply “liking” a post (because that’s totally old school), users can now choose between responses such as “love,” “haha,” “yay,” “wow,” “sad,” and “angry.”
While there is a lot of speculation if this feature will bring about more empathy or just more outrage in the social world, Facebook Reactions fosters new opportunities for brands to interact with their audience. Because users are now able to respond to content multi-dimensionally, business pages are better able to understand what their audience “loves” vs. what they are angered or annoyed by. It also gives the “silent fan” (the one who absent-mindedly scrolls) a place to voice their opinions without leaving a comment.
That being said, there are a lot of risks when it comes to the silent fans becoming more interactive. Facebook has always been a space where dissatisfied customers could leave comments and reviews about their experiences. Reactions breaks that norm, and users may now be more inclined to express frustration through angry icons rather than leaving a complaint that can be addressed.
Ultimately, a brand’s goal is to know what their targeted audience is saying. Facebook Reactions can benefit businesses by giving them better insight into what drives their customers’ emotions (like tear-jerking puppy commercials or a lol-worthy meme).
What do you think about Facebook’s new feature? Tweet us at @Telecreative