Facebook’s New Emoji’s Give Youth And Brands Something To Smile At

For Facebook users who’ve waited a very long time for a dislike button – the wait is finally over. The social media network recently made a bold move and a new feature, emoji reactions, to supplement its signature “Like” button, giving the youth more than they bargained for. We’ve identified a few reasons why we reckon marketers should embrace this brand new feature ahead of Y!CON 2016. For more youth insights like this register for the most coveted youth marketing event of the year, here.

Setting The Mood

Students are no longer subjected to a mere thumbs up but can now choose from a wide range of emoticons, ranging from “love”, “haha”, “wow”, “sad”, and even “angry”. We’ve all experienced how awkward it can be when someone has a sad status update and the only option you have is either to like the post, or simply ignore it with fear of coming across unsympathetic.

A Marketers Playground

There are a few reasons why these babies are a great tool to have in your marketing arsenal, not only when it comes to targeting the youth market, but also making a better judgement on how they react to your brand.

1. 1.       From Tell Tale To Tell All

The Emoji Reactions will provide better feedback for brands. It will show how users really feel about branded content. Even though some of the feedback will be negative, it will be extremely helpful when trying to figure out what users/consumers want. Chevy was among the first brands to play with reactions, highlighting the new Facebook options in the online spot for its latest Malibu model.

1. 2.       Higher Engagement

Instead of a user just simply ‘liking’ the content, they will spend more time choosing between several options which can in turn provide more specific market information for analysis.

1. 3.       The Open Door

Emoji’s give the consumer a louder, more expressive voice and help them to interact with brands on a level they may not have been able to previously. Likewise, students will be able to express how they really feel and make it harder for brands to ignore.

1. 4.       Applicable Across Cultures

The emoji reactions that Facebook has decided to roll out are understood universally. Youth can come together as a collective and share reactions without cultural or language barriers. These reactions give brands an opportunity to connect with the youth in a language they all understand.

1. 5.       Convenience

For youths who are on the go and don’t have time to comment on posts, these reactions allow meaningful interactions in a matter of seconds and are a brilliant brand engagement booster. There are no elaborate surveys or tedious market probes needed, just the click of a button will do.

Speaking The Youth’s Language

Emojis have already become the language of the youth, it was only a matter of time before social media platforms started to catch on. In reality there are thousands of emoticons flying in between the youth’s fingertips, as they pace through their busy lives and battle more and more to communicate in a technological whirlwind of countless apps and processes.

The decision of Facebook to add the new emoticons simply makes communication easier for them on one of the youth’s most loved platforms. Marketers face an opportunity and challenge of an enhanced user experience where they’ll be able to gauge exactly what the youth think of their brand. Brands should join the conversation and hone in on making a better connection with the youth with the new feature and if they aren’t on Facebook, perhaps even reconsider their presence.

If you loved this research, there’s more! Catch the latest research on SA’s student market at Y!CON 2016, coming on 17 March in Johannesburg, where Student Village is offering a unique marketing insight into SA’s youth market. Click here to secure your space at the most coveted youth event for marketers this year!