According to Adam Binder, founder of digital marketing agency Creative Click Media, the background behind the Like button was to help Facebook collect data about the types of content a user is interested in and continue to serve them. show similar posts. "Having six options with these new reactions allows Facebook to collect even more nuanced data, and ultimately we can expect Facebook to tailor a user's News Feed to show only content relevant to people. types of reactions they use the most," Binder said. “For example, if a user frequently uses the Haha reaction and Facebook data picks up on this trend, they might expect their News Feed to be mostly filled with humorous posts and movie ads. comedic.
Advertising Continue reading below Jamie Hill, CEO of search advertising marketplace adMarketplace, agreed that Facebook's image masking service algorithm will know users' tastes and moods better and can theoretically adjust their News Feeds accordingly. Mike Coughlin, founder of ad agency Digital Blue Creative, also said the ability to leverage data to better personalize what's shown in News Feed provides a better user experience, which means users can spend more time on Facebook. 6. Adjust the brands and ads users see Additionally, according to Narayan, taking emotional data into account could mean that Facebook ads that receive positive reactions surface more often.
Additionally, Justin Emig, director of search marketing at Web Talent Marketing, pointed to the potential for adjusting advertisers who appear in News Feed to reflect users' moods and interests. “If someone has an overwhelmingly positive reaction to a post from a particular user or brand, Facebook could use that data to artificially elevate that brand in the eyes of the consumer, delivering more personalized content,” said Emig. “If someone has an angry emotion, depending on the context of the actual post they are angry about, this could either provide Facebook with information to remove posts from that brand/user in the future or keep them posted. at the top of the News Feed, as this is a topic of interest to the user. » Advertising Continue reading below.