But this watered down the core goal of increasing emotive expression. So they tried the opposite, grouping all of the reactions into a single counter. But that solution “began to break down even in internal testing,” says Teehan posts with a lot of reactions became too cluttered with feedback. The most obvious option was to present all six emoji beneath every post, with a number signaling how many people had selected each. Emoji, it seemed, were the best option.įor Zhuo and her team, the next major challenge was figuring out how to shoehorn five new interactions into an interface that had previously afforded just three actions: like, comment, and share. People needed a way to leave feedback that was quick, easy, and gesture-based, says Zhuo. Commenting might afford nuanced responses, but composing those responses on a keypad takes too much time. Of people who access it on both a monthly and daily basis, 90 percent of them do so via a mobile device. But in December of 2015, 1.44 billion people accessed Facebook on mobile. At the time, users had the option to post a sticker or- gasp-leave a written comment on a friend’s story. “Mark gathered a bunch of people in a room and was like, 'hey we’ve been hearing this feedback from people for a really, really long time,'” recalls Julie Zhuo, a product design director at Facebook who worked on the reactions product. Mark Zuckerberg had finally conceded that the platform needed a more nuanced way for users to interact with posts, for the obvious reason that not every post is likable. The mission to build Reactions began just over a year ago. "Like" you already know-say hello to "love," "haha," "wow," "sad," and "angry". Each emotive icon is named for the reaction it's meant to convey. The feature isn’t so much a new tool as it is an extension of an existing one by long-pressing-or, on a computer, hovering-over the "like" button, users can now access five additional animated emoji with which to express themselves. After months of user testing in a handful of countries, Facebook today is releasing "Reactions" to the rest of the world. According to AdWeek, Facebook “Reactions” hit a total of 300 billion times used at the one year mark of the feature launch. Christmas Day 2016 was the day that the most Reactions were used on Facebook.Your News Feed is about to get a lot more expressive. “We kept hearing from people that they didn't have a way to express empathy,” said Facebook product manager Sammi Krug in an interview with Forbes’ Kathleen Chaykowski last year. That is why it seems very likely that Facebook is working on developing this type of advertising feature.Īround the time that emoji “Reactions” launched, Facebook acknowledged that users were often put in the position to “like” a post about a death without distinction from how they would “like” an engagement photo. This could help drive brand engagement and enable advertisers to learn what types of content their followers would enjoy. But the popularity of “Reactions” could be a potentially lucrative opportunity if Facebook builds a feature that allows advertisers to target users based on their emotional responses. So “Loves” do not carry any extra weight than “Likes” for ad auctions on the social network. In terms of advertising, Facebook “Reactions” are being treated the same as Likes for ad delivery. Interestingly Facebook said that the “Love” button has been the most popular of all the Reactions thus far, making up over half the Reactions used on the social network. So using a Love Reaction on certain types of content will not make it appear more than a Haha. However, Facebook said that all of the “Reactions” are weighted the same as of right now.
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