Facebook would not remain the unquestioned leader in social media if it didn’t constantly try to improve its platform. What started with the "Like" is now a full suite of engagements, and soon, reactions.
Facebook is testing emoji reactions in Spain and Ireland, allowing users to respond to posts with "haha" and "sad" buttons in addition to the traditional "like," potentially bringing value back to Facebook’s most recognizable feature.
Because of these regular changes, brands are often playing catch-up to make sure they’re fully utilizing Facebook to reach their customers. While any of these reactions still count as “likes” when calculating analytics and insights for ads, brands can prepare for the shift by setting more specific goals prior to creating content and creative.
With a broader range of emotions, marketers need to identify exactly what reactions they want their target audience to feel. Is your campaign trying to be charming? Put more effort into content that cleverly engages the audience. Does your brand want to inspire your audience? Adjust your tone to motivate people to action.
It’s been several years since Facebook page "likes" have held any real weight. Re-energize your content to impact your target’s News Feed positively — or whatever specific reaction your brand seeks.