What brand managers should know about Facebook ‘Reactions’

The days of simply “liking” a Facebook post are officially over.

The social media mammoth announced a global rollout of its redesigned “like” button—Facebook Reactions—on Wednesday.

“Love,” “haha,” “wow,” “sad” and “angry” are five new Facebook buttons that users can click when responding to a post. Readers can choose from these ‘Reactions’ on top of liking, commenting or sharing Facebook posts.

Here’s how Facebook’s product manager, Sammi Krug, described Reactions’ debut in a statement:

We understand that this is a big change, and want to be thoughtful about rolling this out. For more than a year we have been conducting global research including focus groups and surveys to determine what types of reactions people would want to use most. We also looked at how people are already commenting on posts and the top stickers and emoticons as signals for the types of reactions people are already using to determine which reactions to offer.