Did you know that Facebook has introduced a reaction feature that enables various brands to specifically target adverts and to collect the feedback of the customers?
Before the introduction of the reaction feature in February, Facebook users could only like, comment or share a post on a company’s wall. The introduction of the reaction feature gives users more options by selecting from six emojis to react to a post where it would be inappropriate to like or where liking would convey the wrong message. According to www. Ama.org, the new feature opens new ways for interacting with the brand, and creates new possibilities for customer engagement and social listening (Markelz, 2016). The reaction feature includes: “like”, “loves”, “wows”, “hahas”, “angry”, and “sad”. It is anticipated that the introduction of the reaction feature with the six new emojis is likely to drive up ad sales for Facebook. This feature holds very big potential for application. According to www. Ama.org, this feature allows the target audience to respond specifically to ads without just being confined to like. Marketers are likely to create adverts that target people who are friendly to them to have an advantage over their competitors. The adverts would be targeted at audiences who give positive reviews about the company instead of being targeted widely (Kotler, 1980). Liking is thought to be too limiting and most companies are now urging their audiences to start loving.
The new feature has been embraced by most advertisers and most adverts on Facebook now are created with the specific group of audiences in mind. Organizations are expected to record increased sales and with this new Facebook feature. Moreover, the feature will increase revenue figures for Facebook.
References
Kotler, P. (1980). Marketing management. Englewood Cliffs, N.J.: Prentice-Hall.
Markelz, M. (2016).”What Facebook's New Reactions Mean for Marketers.” American Marketing Association.
