Ever since Mark Zuckerberg’s announcement in September that Facebook would introduce an extension to the Like Button my Twitter feed has been rife with reports of an incumbent Dislike Button – which certainly had my Social Media friends and I watching with interest.
Despite these initial reports of a fabled Dislike Button, which many expected to look like YouTube’s “Thumbs Down” feature, it is in fact a broader concept allowing customers to click on emoji’s to display a heart, laugh, surprise, sadness and anger.
Positives Vs Negatives for Advertisers
Whatever your views on Facebook as a network I’m sure we can agree their advertising model and targeting is incredibly advanced. Put simply, every time you update your profile or status (or your friends update theirs by tagging you) you are volunteering information to better target you with advertising. The introduction of the Facebook Timeline in 2011 was a genius way to entice everyone to fill in the blanks before Facebook was part of their life to better target them with advertising.
The positive impact of the Reactions button means that advertisers have more data to read and aggregate the performance of their content and their brand sentiment on the Facebook pages. To quote Core Media’s Justin Cullen – “The valuable by-product of digital activity is data” and this is another opportunity to learn more about our target audiences.
The obvious worry for brands is that their content will attract additional negative feedback (potentially in the form of those angry faces). However, this does reinforce the point we’ve been making for years now – Social isn’t just another channel to funnel TVC’s and handbills – (this is why ad-blockers are so popular, a lot of the ads thrown at us are horrible).
Social Advertising should add value to the lives of the audience and view them as communities and relationships rather than soulless impressions. The introduction of Facebook’s Reactions could invariably lead to better advertising content standards across the industry.
When audiences interact with our clients’ ads by using the Reactions this will be charged as an engagement. Facebook’s answer to this was:
“The vast majority of spends is through CPM so spend will not be affected, for the CPC campaigns you do run this will count as a click and you will be charged. It will also not negatively affect your ads score or ads relevance score.”
At the time of writing I can see the Reactions gathering on some pages but I don’t have the facility to leave one myself. I’m sure after this weekend we’ll have more of an idea on how this will affect our ads but I must admit I’m looking forward to seeing the additional information afforded to Facebook’s Insights. I’ll probably look like…