11 March 2016

DIGITAL - What Marketers Need to Know About Facebook's New 'Reactions'

For years marketers have been using ‘Likes’ to measure post success on Facebook, but what do you do now that people can also react with Love, Haha, Wow, Sad and Angry?

According to Facebook’s announcement, initially all reactions will be counted as a ‘Like’ and Facebook will infer any reaction means the reader wants to see more of that type of story. “Over time we hope to learn how the different Reactions should be weighted differently by News Feed to do a better job of showing everyone the stories they most want to see.”

Like Facebook, you as a marketer are entering a phase of testing and experimentation with Reactions. You will be able to gain a deeper insight into how your audience feels about and interacts with your content, and use that information to create more content they want to see.

Pay attention to the ‘Loves’ and see if those posts end up performing better. If so, create more posts with similar content.

People who ‘Love’ more than one post may be great ambassadors for your brand. Manually keep a list of those individuals for more direct Facebook interaction in the future.

The more negative responses like ‘Sad’ and ‘Angry’ are also important because the audience is having an emotional reaction. These can be used with a call to action to make change in the animal world.

Over time, ‘Likes’ may become less important. Marketers will definitely have to update reports and success measures to include all the different Reactions and plan future campaigns based on how their audience uses them.

No comments:

Post a Comment