Mark Zuckerberg has posted a video showing a potential “Expressive Like Button” which will expand the choices beyond the Like button.

Today we’re launching a test of Reactions — a more expressive Like button.

The Like button has been a part of Facebook for a long time. Billions of Likes are made every day, and Liking things is a simple way to express yourself.

For many years though, people have asked us to add a “dislike” button. Not every moment is a good moment, and sometimes you just want a way to express empathy. These are important moments where you need the power to share more than ever, and a Like might not be the best way to express yourself.

At a recent Townhall Q&A, I shared with our community that we’ve spent a lot of time thinking about the best way to give you better options for expressing yourself, while keeping the experience simple and respectful. Today we’re starting to test this.

Reactions gives you new ways to express love, awe, humor and sadness. It’s not a dislike button, but it does give you the power to easily express sorrow and empathy — in addition to delight and warmth. You’ll be able to express these reactions by long pressing or hovering over the Like button.

We’re starting to test Reactions in Ireland and Spain and will learn from this before we bring the experience to everyone. We hope you like this – or can better express how you’re feeling!

Posted by Mark Zuckerberg on Thursday, October 8, 2015


Video Credit: Mark Zuckerberg | October 8, 2015

Of the many Facebook changes, this is one that I like or should I say, “Yay!” It avoids the negative impact of dislikes which can be taken advantage of. No info has been given whether this is going to be the final product that will be rolled out globally.

As this is geared towards the personal account, I’m thinking how this will work for business pages.

Note: 11 Oct 2015. I saw Mashable’s article that showed this was also switched on for business pages. 

Different Expressive Options

This might work for business pages for customers but I think the choices can be a bit different. Expressive buttons (which are like Emojis) should be relevant to the business. The set should be a trigger for comments to explain why a fan has chosen to express that “emoji” feeling about a business post. It can also be a set of call-to-action (CTA) buttons instead. What would you suggest?


We all know different perspectives can potentially have a long thread in any post on Facebook. Ambassadors of the brand can rally to defend if needed by continuously using the different expressive buttons (if this is even going to open up on replies).


For business pages, it would be another set of analytics that marketers have to look out for. Will this mean they would have to monitor the number for each button? That would be a bit of a nightmare depending on the number of options available.

An idea would tie this back to sentiments, whether positive or negative. Group them into two to make it easier for marketers to analyse.

We can all speculate what this can mean for businesses but we’ll never get to experiment and know until it is switched on (it’s more of an “if”) for everyone.

Thoughts? Would you want to bring this to your business page?


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