What Facebook’s reactions emoji means for news feed

Facebook has finally upgraded its much-anticipated Reactions emoji globally to allow users to express sadness, wow, anger, love and laughter.

But what does it mean for marketers and advertisers?

The social giant sees this as an opportunity for businesses and publishers to better understand how people are responding to their content on Facebook.



“Page owners will be able to see Reactions to all of their posts on page insights. Reactions will have the same impact on ad delivery as likes. Overall, Pages should continue to post things that their audience finds meaningful,” the social said in a statement.

“Our goal with news feed is to show you the stories that matter most to you. Initially, just as we do when someone likes a post, if someone uses a Reaction, we will infer they want to see more of that type of post.”

In the beginning of the rollout, Facebook explained it won’t matter if someone likes, “wows” or “sads” a post, as the platform will initially use any Reaction similar to a like to infer that users want to see more of that type of content.

“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.”

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