Last week, Facebook rolled out Reactions globally, allowing users on both desktop and mobile to choose from five additional emotional reactions (Love, Haha, Wow, Sad, Angry) along with the traditional Like.

Facebook Insights break down engagements by Reaction.

As you can see from this post shared by my friends at Investopedia’s Facebook page, individual reactions are broken out on the post level of the Facebook Insights panel.


This creates a number of opportunities for brands looking to use Facebook Reactions to foster engagement. Here are a few examples:

1. Pay attention to how your fans really feel.

If you are creating content that doesn’t sit well with your audience, they now have a way of letting you know. Pay attention to your Angry’s and your Sad’s and be sure that if you’re receiving those Reactions, you know why. The most important part of any social media strategy is reacting to the feedback you’re getting from your audience.

2. Take the pulse of your audience.

Do you have a new product idea that you want to test? Are you considering adding a new flavor to your menu? Polling your target audience is not easier than ever. Throw a new idea out on your page and watch the Reactions roll in. Not only is this great market research for you and your brand, but it’s a great way to involve your fans and get them excited about what you’re working on.

3. Explore the full range of emotions.

Not everything is likable. That’s the mantra behind Facebook’s new product and the same can be said for your content. Experiment with content that is designed to make your audience say “Wow!” or feel angry, or even feel sad. You might find that different types of content elicit stronger reactions from your fans and that is powerful knowledge to have when planning your content for an upcoming campaign.

How do you plan to use Facebook Reactions to improve your content marketing? I would love to hear your ideas and your feedback on Facebook or on Twitter @echasser.