Friday Social: Reactions, Snapchat Geofilters & Messenger Ads

Our Friday Social is a weekly round-up of the key social media news stories from the previous seven days. Let us know your thoughts in the comments or via Twitter  – @Umpf /@nathanbrush #FridaySocial

Facebook reactions

After an initial period of testing in Ireland, Spain, Chile and the Philippines, Facebook Reactions appeared for users worldwide on Wednesday afternoon. Now, when choosing to engage with a newsfeed story, users can choose from the original ‘Like’ and five other options, including ‘Love’, ‘Haha’ and ‘Angry’. The new types of engagement were developed because a ‘Like’ does not always seem appropriate, particularly for saddening or unfortunate news.

“Reactions gives you new ways to express love, awe, humour and sadness. It’s not a dislike button, but it does give you the power to easily express sorrow and empathy – in addition to delight and warmth”, commented Zuckerberg.

On-Demand Snapchat geofilters

In a smart monetisation effort, Snapchat has unveiled the ability for individuals and brands to create custom geofilters for locations and events. The process involves designing a filter according to certain specifications, mapping the area where you would like the filter to be available and then purchasing the filter for the desired timeframe – between one hour and 30 days. Pricing starts at just a few pounds and from our initial tests this week we can confirm it really is that affordable, even in busy London locations. All the information is available here.

Data-rich recipe and movie pins

Zuckerberg’s virtual reality prediction

Speaking at the Mobile World Congress in Barcelona this week, Facebook boss Mark Zuckerberg predicted that virtual reality (VR) will become the most social platform, enabling users to share their surroundings in 360 degrees. Zuckerberg said that VR will succeed video, in much the same way video has overtaken images as the go-to medium on social. In not too long, 5G will enable users to share live, 360 degree streams with “in-retina quality display”, and the Facebook boss warned that data carriers must work hard to adapt to these increased demands.

Facebook Messenger ads

A leaked document has suggested ads could start appearing in Facebook Messenger later this year. Acquired by TechCrunch, the report reveals that brands will be able to advertise to users who have previously contacted them via Messenger. Facebook’s messaging platform has over 800 million monthly active users and the company is likely to be very careful in the changes it makes. A spokesperson responded as follows: “We don’t comment on rumour or speculation. That said, our aim with Messenger is to create a high quality, engaging experience…and that includes ensuring people do not experience unwanted messages of any type.”