Facebook testing emoji-like ‘reaction’ buttons in Ireland and Spain

Facebook has announced that it is beginning to test its ‘reaction’ buttons, which are emoji-like symbols that give users the chance to go beyond the ‘like’ button when it comes to expressing their feelings about posts on the platform.

The announcement comes after CEO Mark Zuckerburg discussed the social media giant’s plans to add a ‘dislike’ button last month and said that Facebook was looking for a way to give users the options to express emotions other than ‘liking.’

The buttons, which convey emotions such as ‘Love,’ ‘Sad,’ and ‘Angry,’ are currently being tested in Ireland and Spain.

In a blog post, the company said that the buttons will give businesses and publishers an opportunity to find out how people are reacting to the content they post.

It also said that they will have the same impact on ad delivery as ‘likes’ do.

Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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