the general sentiment of how people are reacting to the story.”įacebook has never been afraid to alter its design, and those changes have not always been well received. Zhuo explains, “As somebody who is just scanning newsfeed at a glance you could understand. You can see the full reaction-breakdown by clicking through. They found a middle road: Under every post, the three most commonly selected reactions will appear beside the reactions of your algorithmically determined best friends. “When we aggregate these posts into a single word like reaction we’re taking away a lot of beauty of the sentiment,” Teehan says. But this watered down the core goal of increasing emotive expression. So they tried the opposite, grouping all of the reactions into a single counter. But that solution “began to break down even in internal testing,” says Teehan posts with a lot of reactions became too cluttered with feedback. The most obvious option was to present all six emoji beneath every post, with a number signaling how many people had selected each. Emoji, it seemed, were the best option.įor Zhuo and her team, the next major challenge was figuring out how to shoehorn five new interactions into an interface that had previously afforded just three actions: like, comment, and share. People needed a way to leave feedback that was quick, easy, and gesture-based, says Zhuo. Commenting might afford nuanced responses, but composing those responses on a keypad takes too much time. Of people who access it on both a monthly and daily basis, 90 percent of them do so via a mobile device. But in December of 2015, 1.44 billion people accessed Facebook on mobile. At the time, users had the option to post a sticker or- gasp-leave a written comment on a friend’s story. “Mark gathered a bunch of people in a room and was like, 'hey we’ve been hearing this feedback from people for a really, really long time,'” recalls Julie Zhuo, a product design director at Facebook who worked on the reactions product. Mark Zuckerberg had finally conceded that the platform needed a more nuanced way for users to interact with posts, for the obvious reason that not every post is likable. The mission to build Reactions began just over a year ago. "Like" you already know-say hello to "love," "haha," "wow," "sad," and "angry". Each emotive icon is named for the reaction it's meant to convey. The feature isn’t so much a new tool as it is an extension of an existing one by long-pressing-or, on a computer, hovering-over the "like" button, users can now access five additional animated emoji with which to express themselves. After months of user testing in a handful of countries, Facebook today is releasing "Reactions" to the rest of the world. Your News Feed is about to get a lot more expressive.
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