Facebook is, without question, one of the most adaptive social media platforms around today and that is one of the main reasons why the social media giant has been able to survive for so long. One of Facebook’s latest features – emoji-like reactions – is transforming a function that existed as a standard part of Facebook from the beginning- the ‘like’ feature.
These new reactions allow Facebook users to select from a pool of five different emotional responses to posts. These emoji-reactions include ‘Haha’, ‘Sad’, ‘Wow’, ‘Angry’ and a new take on the traditional Like with ‘Love’. While user reactions to this new feature is somewhat mixed, they’re popular enough to stay around. So what does this new feature of Facebook mean for marketers? Let’s take a look at how to take advantage of the Facebook Reactions to increase the power of content-based social media marketing.
Below are some specific paths you can use to boost your content strategy and take advantage of the emoji reactions:
Bolster greater visibility
Visibility is always a good thing and it means more people are seeing your brand and reading your message. As long as your message and material is strong, you’ll enjoy higher traffic, more conversions and a better recurring readership. If your post attract more positive emoji reactions, it will stand out in users’ News Feeds.
Bolster a reputation as a market leader
With emoji reactions becoming an increasingly popular form of online social interaction, if you are one of the first brands in your industry to adopt and utilize these reactions, you will be seen as an industry leader, which, in turn, is invaluable in building reputation.
Bolster higher engagement
The question arises- will emoji reactions lead to more thought-out and longer user comments? The answer is no. But micro-engagements, which are more passive or transitory than macro-engagements, are of vital importance too. Micro-engagements are just as helpful as macro-engagements on a large scale. They don’t call for users to spend as much effort, so what they lack in depth, they make up for in extent and size.
With those goals in mind, listed below are tactics that you can use to incorporate Facebook reactions into your content marketing campaign:
Divide your audience in half
Instead of only seeking out one emoji reaction, consider splitting your audience into two groups. Controversy is always an influential means of getting higher visibility. See if you can get your users to polarize themselves even further by using opposite emojis like ‘wow’ and ‘love’. If you manage to do this, you can very well earn even more engagement.
Try to bring out a specific reaction, instead of just a ‘like’
While it’s true that emojis are not a perfect form of self-expression, they do demonstrate a more specific and powerful message than a simple ‘like’. Consequently, you can write new materials that particularly call for users to react using one particle emoji. Getting lots of people to react in the same way, like with a ‘wow’, can start a chain reaction and make your content even stronger as far as engagement and visibility are concerned.
Diversify your content
Facebook has fundamentally created five standard types of posts, each with a ruling emoji reaction that corresponds with it. If you branch out your content campaign by creating more posts that fall under each category, you will be able to serve a wider circle of possible readers and in due course, work out which vertical is most suitable or most rewarding for your business.
Utilize a competition or poll to encourage reaction use
Rather than using specific content types and angles to obtain emoji reactions, ask for them directly by utilizing a competition or a poll. For example, you can ask your page fans to use one emoji reaction to indicate one stance and a different one to indicate another, just as ‘like or comment’ contest where it used to be a highly practical method of spreading an image or post virally.
Leverage emoji reactions as a form of objective feedback
Emoji reactions are also a useful way of collecting user feedback. For example, if you post something humorous and nobody responds with a ‘haha’ emoji, then that means you need to rethink your strategy and figure out if your audience really wants posts like that. Monitoring reaction patterns over time should also give you a clear picture of your content’s overall performance and, as a general rule, the more reactions you get and the stronger they are, the better it is for your content marketing campaign.
While it’s not entirely clear what Facebook’s ultimate purpose is in introducing these emoji reactions but for the time being, they are here to stay. With this in mind, it’s best if you adapt to the new feature as quickly and as creatively as possible. It’s still a relatively new feature, so your strategy isn’t going to be perfect and it will take time to find the perfect balance you are trying to achieve.