Facebook Reactions and the advertisers

The following article is based on my own interpretation of the said events. Any material borrowed from published and unpublished sources has been appropriately referenced. I will bear the sole responsibility for anything that is found to have been copied or misappropriated or misrepresented in the following post.

Chandan Das, MBA 2015-17, Vinod Gupta School of Management, IIT Kharagpur


Facebook unleashed its new Reactions into the social world on 24th Feb, 2016. Instead of just “liking” a post, you can also now tell your friends, co-workers, and family how you really feel (assuming your feels are limited to “love,” “haha,” “wow,” “sad,” and “angry”). But they’re not the only ones. You can now also share your deepest (six) emotions with advertisers—that is, the people who pay Facebook’s bills. And they can’t wait to find out what’s in your heart.

“This is a major change to the way we analyse [brands’] audiences and our work,”says Jason Stein, the founder and CEO of social media agency Laundry Service. “It really overhauls how you analyse your Facebook channel.”

Advertisers have long had a pretty precise idea of who you are when they’re targeting you on Facebook—perhaps most importantly who your friends are and what you like. But Reactions offers a wider palate of emotions to put on public displayed. Facebook won’t say just yet how these Reactions will affect the ads you see in your News Feed. But just seeing how you react (React?) to their ads offers greater insight to brands that they can use to inform future campaigns. And it’s easy to imagine a future in which advertisers may very well be able to recalibrate their ad campaigns automatically based on how you’ve reacted to their ads in the past.

“It’s a breath of fresh air, it’s the right evolution,” says Chris Tuff, the executive vice president and director of business development and partnerships for ad agency 22squared. “To delegate all interactions to a thumbs-up icon is a little ludicrous.”

So, with the new reactions of Facebook on-board, the advertisers are excited to have an enthralling experience for their promotions on the social networking site which should be positively correlated to their products or services.




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