Tweak Its Algorithm to Make Sentiment a Ranking Factor Oren Greenberg, the founder of digital marketing consultancy Kurve, agreed that reactions are an easy way for Facebook to dive into sentiment analysis and said he expects Facebook to add reactions. to its algorithm as a ranking factor, which, in turn, will impact the posts users see. Lux Narayan, CEO of social media analytics firm Unmetric, also said Facebook could provide a better user experience by including reactions in its News Feed algorithm. “Separating likes [vs.] likes [vs.] negative response gives a much clearer view of consumer response, and we can only assume that Facebook will follow by adding to [its algorithm’s] score,” said said Mike Jacobs, managing media partner at ad agency Proper Villains.
Advertising Continue reading below In other words, a more detailed view of user responses could allow for better post optimization, as image masking service well as better data on what content is most popular with consumers. And that, in turn, could lead to better content and more exposure, Jacobs said. 3. Top Segment Users Additionally, by categorizing emotions, Facebook will learn more about users' moods and preferences and should be able to segment users based on those reactions, Moores said. This means that Facebook can then provide the ideal content to each of these types of users in the future. Jitesh Keswani, co-founder of content and digital marketing agency e-Intelligence, agreed that by using information about users' emotional state, Facebook could decide what types of posts and ads to display in their respective newsfeeds.
Offer emotional targeting The social network could also go further and possibly use this emotional data for ad targeting, which would allow advertisers to focus on users based on the specific reactions they had to a type of content, David Erickson said. , vice president online. marketing for the public relations firm Karwoski & Courage. Advertising Continue reading below "Conservative political campaigns, for example, might target Facebook users who reacted angrily to stories about Hillary Clinton or Bernie Sanders or President Obama and vice versa for Liberal candidates," he added. 5. Better serve more relevant content in News Feeds Additionally, data from Reactions could simply be used to refine the content users see in their News Feeds.