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Facebook “Reactions” Paves the Way for Emotional Targeting

David Bosley

The introduction of Facebook Reactions had some implications for digital advertisers, and now that they’ve been around for a while, we’re starting to get a better understanding of how they can be used to grow your brand.

The team at PBJ Marketing loves data, and we’re taking full advantage of the information gleaned from Facebook Reactions. However, it’s not as simple as tallying up likes and shares. Reactions show us what makes an audience laugh, cry, and get angry, among other emotions.

According to Marketing Land, Reactions open the potential for emotional targeting. When creating and sharing content on social media, what type of feeling are you trying to elicit from your audience? Developing an emotional target before posting will provide information required to see if content is prompting the best reaction and hitting the desired marks.

Whether it’s Facebook, Instagram, Twitter, or LinkedIn, social media is always changing to accommodate new technology, features, and data to improve user experience, and digital marketing professionals need to change their strategies to keep up.

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