If the late avant-garde Sweedish author, Friedrich Dürrenmatt, was alive today, he might have updated his famous saying thusly.

The recently expanded Facebook Reaction emotions are the result of a decades-old debate. “Why can’t I dislike something?” users have been asking for years.

Now, it exists, and it’s pretty cool. It allows a deeper, more emotional level of feedback compared to the dry, narrow “like” without the need of writing an. entire. tedious. comment.

Which Emotions Can the Expanded Reactions Convey?

Facebook Reactions build upon the ability of “liking” posts. Now, when you hover over the “like” button, you are presented with these alternate reaction emojis, giving users more emotions to express:

Smiley face

AdTech Reactions to Facebook Reactions

These reactions will have a profound impact on Facebook native advertising. Now, your audience can literally “love” your ad. This begs a big question: will people “love” ads?


This act incentivizes advertisers to make better ads. When users can react with laughter, you get immediate feedback on exactly how funny your audience finds your content. Is it worth 20 “like” and 10 “Haha,” or 30 “Haha?” This allows advertisers the feedback they need to push creative boundaries and solicit reactions.

And, yeah, I know, now it’s possible for viewers to give negative feedback to ads. This raises the stakes for marketers; more than ever, marketers need to be conversing with their customers, ingesting this new data and responding correctly. There’s no better sign that you need a new approach than when readers give you a flush-faced emoticon that’s shaking its head in disapproval.

What Ad-Tech Advantages Will More Reactive Reactions Bring?

Additionally, expanded emoticons can have a meaningful impact on how ads are created and targeted. After a bit of testing, perhaps we’ll find that ads that invoke humour get more conversions than ads that get likes.

The permutations don’t end there. Soon, we may also be able to target people that frequently react with “Haha” with specific ads to tickle their funny bone. That’s powerful.

Will CPCs Go Up, Down, Left or Right?

Ads that have likes—and comments—have higher priority within Facebook bidding. Good ads get better placement. These reactions will, presumably, eventually weigh into the bidding system. Will you be penalised if people respond with anger to your ads? Probably.

Facebook Reactions is a very interesting feature, a natural (and disruptive) development to how Facebook works. It’s also fascinating that this feature was actually launched by Slack first. As Silicon Valley migrates away from B2C towards B2B, will we see more innovation originate in the B2B realm?

Now, when can I pipe Facebook reactions from my ads into Slack?

If you’re interested in learning more, read this tremendous article from Bloomberg about how Chris Cox—Chief Product Officer at Facebook—re-built the Like Button.

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