TMA’s Director of Digital Strategy Jake Schneider took three questions to react to Facebook introducing the world to Reactions this past week. Jake talked about how brands and marketers could be affected by Facebook's latest improvements.
Q: What do impact do you expect the “reactions” emojis on Facebook will have for you?
JS: The impact will eventually be significant. The hope is that a wider array of reactions beyond the like button and comments will help engage those audiences who choose to either not engage at all because neither options fit their view, or giving a different outlet to those who would leave a negative comment.
What we have been preparing for is the larger audience feedback potential giving brands a huge opportunity to authentically craft how they communicate, but also (hopefully) eventually optimize their content and targeting creating better more personal content and better, more efficient media spends.
Q: How do you think reactions will affect targeting for brands and better reaching the ideal Facebook users for an ad?
JS: We’ve had the first iteration of Reactions for ads for a while when Facebook asks “is this ad is useful” in the feedback drop down for newsfeed. The hope again is that with Reactions you are activating the larger, truer representation of your brand’s audience. It would be great to use the feedback and data of this larger, more vocal audience to eventually create a more personally relevant experience for consumers, while delivering a more efficient campaign for brands through optimization and better targeting.
Q: Can you see advertisers using Reactions in campaigns?
JS: We have been preparing how we can integrate Reactions into our campaigns and today Chevrolet launched the first campaign with Facebook for the Chevy Malibu. Reactions and sharing those reactions create and emotional connection to the brand. The ability to tap into emotion and engage in conversation through expressing emotions, even visually, is a really compelling way build affinity and drive intent.