Facebook Reactions is Now Available for Everyone Globally


Facebook reaction is going live and humanity has been boiled down to six emotions. Today after tests in a few countries, Facebook is rolling out its augmented Like button “Reactions” to all users. This feature is available on the Web, as well as on Facebook’s iOS and Android apps.

Facebook said that it’s taken them a year to get Reactions to where it is now. In a blog post, product manager Sammi Krug explained that the team has “conducted international research including focus groups and surveys to determine what types of reactions people would want to use most.”

Every day, people come to Facebook to discover what’s happening in their world and around the world, and to share all kinds of things, whether that’s updates that are happy, sad, funny or thought-provoking. News Feed is the central way you can get updates about your friends, family and anything else that matters to you, and the central place to have conversations with the people you care about. We’ve been listening to people and know that there should be more ways to easily and quickly express how something you see in News Feed makes you feel. That’s why today we are launching Reactions, an extension of the Like button, to give you more ways to share your reaction to a post in a quick and easy way.

When you want to respond to a post, tap and hold the Like button — if you’re on the desktop, hover your cursor over it. Then, a small window will appear where you’ll be able to cycle through the different reactions. These new feedback options work on Pages too.

Why change the “Like” feature at all? Engagement. You may not feel comfortable “Liking” a sad update in your feed, so Facebook wants to give you other options. Alison said it’s “a little early” to tell if engagement increased in countries where Facebook has been testing the new reactions, which probably means it hasn’t. (Facebook would likely broadcast it if engagement were up.)

And while this feature is likely a welcome addition for Facebook’s 1.59 billion monthly active users, it’s also going to be helpful to advertisers and the Social Graph, giving Facebook’s algorithm better context on how someone engages with a specific piece of content.

Although Facebook Reactions is officially launching today, the company had already been testing the feature with some users in Spain, Ireland, Chile, Portugal, the Philippines, Japan, and Colombia. We’re told that out of all the new emotions, Love was most-used across all markets. In addition, the number of daily Reactions used by people in Spain has doubled since October.