Here at AdEspresso, we are excited to give you the exclusive first look at Facebook’s new dislike button! We were given the unique opportunity to get the first glimpse of the newest (and perhaps the most talked about) feature Facebook is adding to their platform.
Whether you’re a user or a marketer (or both), this information is exciting—there are new ways users can engage and respond to each other, and there’s new engagement users can take on a business’s post or Ad.
The dislike button isn’t quite what we expected it would be; here’s why…
What We Know
I know when I heard Facebook was working on a dislike button, I imagined that well-known, thumbs-up “like” symbol flipped upside down. This, however, is not what the dislike button is going to be.
When users click to leave a “like” type of response on a status or ad, they’ll get a few choices that pop up when you hover over the like button (desktops) or click the like button (mobile); the first is the traditional like symbol we’re all familiar with—that’s not going anywhere. The rest of the choices will be similar to emoticons, with the user having several different choices, including the like button, and options for love, “haha,” “yay,” “wow,” and “sad.” The last option of the various emoticons is an angry face, which is the new “dislike button”—it just looks a little different than a lot of us, me included, had expected.
When Mark Zuckerberg announced a dislike button, he had mentioned that he’d held off releasing one for so long because he was concerned it could be used to promote negativity (you know there might be that passive-aggressive family member that “dislikes” a new engagement announcement), and he didn’t want that to negatively impact Facebook, users, and their experience. With the new specific emoticons, people will have the ability to specifically relay how they’re feeling quickly and easily, and preventing some of that generalized negativity that could misinterpreted from a dislike button.
What This Means for Marketers
As far as we know now, these new emoticons will count as engagement by Facebook—even if your ad turns up with some angry-faced “dislikes.” As of now (though this may change), it seems like all emoticons—positive and negative—will contribute positively towards your campaign, with no negative affect on your ad’s Relevance Score or your organic reach.
The wide range of emoticon options could prove incredibly useful to marketers—not only will it increase engagement, but they’ll have access to how members of their target audience feel about their posts; they won’t just get “likes,” but they’ll receive specific emoticons. Advertisers are going to be able to collect analytics where they see what the specific response for each individual post, giving them a better idea of what posts and content (both on and off Facebook) their users want to see.
Make sure to subscribe to AdEspresso and check our blog for more updates about the changes to the new “dislike button” and all the options it’s coming with—as well as how it impacts marketers and Facebook Ads long term.
UPDATE: Here’s a video of the new reaction button in action:
What do you think about how Facebook chose to give users their frequently-requested dislike button? How do you feel about the emoticons and multiple options? Leave us a comment and let us know!