Facebook has finally announced that it will be indeed launching some kind of “dislike” button – or should we call it, an “empathy” button? Either way, the plan has been set in motion. So, will such a button be a success? Will people use it, do they need it?
Also Read: Facebook To Introduce A Dislike Button
According to GlobalWebIndex, there is a case for it, and explains this in a recent infographic. Essentially, negative actions, like unliking brand pages is taking place on a daily basis – an estimated 70% of Facebook users “have clicked on the like button”. Nearly 1/3 of Facebook users “unliked” pages on the platform.
It is obvious that people want to “express negative sentiments in a quick and simple way”. The “empathy” button – as it has been dubbed – will allow users to do just that. Besides giving Facebook’s users the opportunity to “speak their mind” with something so simple, there are other reasons for which it interests us. For marketers, this development paves the way for effective sentiment analysis – something that could not really take place until now, at scale.
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But the real question on everybody’s mind should be: “Will the dislike button increase engagement by allowing people to easily express themselves effectively, or will it cause other engagement metrics to drop?” Take comments for example. Until now, comments were used as the ultimate form of expression, as the like button itself played an aknowledgement-role. Will it simply be easier for people to express their sentiment by pressing a button rather than writing a comment? This remains to be seen.
GlobalWebIndex still has a point though, so let’s have a quick look. 19% of users disliked a page, whereas 11% posted a negative comment about a brand. On the other hand, 18% posted a question or comment on a Facebook page and 17% asked a question about a product they were interested in.
Sounds like people actually prefer to comment on something.