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Facebook adds new ‘care’ emoji reactions on its main app and in Messenger

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As a lot of us continue to stay indoors, Facebook has become a go-to platform for many people to check in with their friends, family and neighbors during the current coronavirus pandemic. Today, to give us another way of showing support and presence in its apps, the company said it would add a new reaction for “care” — in the forms of an emoji face hugging a heart, and a pulsing heart — that will appear alongside the “thumbs up” for like, the basic heart, and the laughing, shock, sadness, and anger emojis.

This makes “care” the first addition to the list of reactions since it was expanded from a simple “like” button back in 2015 to give people more empathetic, quick responses to posts.

Starting next week, the care emojis will start appearing on Facebook’s main app (the emoji face embracing the heart), while the new reaction will appear on Messenger (in the form of a pulsing heart) from today. You can see the new heart by pressing on an existing reaction to change it, or by creating a new reaction to a chat.

“We hope these reactions give people additional ways to show their support during the #COVID19 crisis,” a spokesperson noted about the new emojis earlier today. “We know this is an uncertain time, and we wanted people to be able to show their support in ways that let their friends and family know they are thinking of them.”

Ahead of today, it looks like Pedja Ristic, a product designer at Facebook, was testing the reaction on his own posts, another hint it was coming.

This is relatively speaking a pretty small gesture: offering up an emoji in response to a post is not putting food on the table (nor shopping for it, which has become a challenge in itself), giving someone a guarantee of income, making sure that a person is not being misinformed about the scope of the  novel coronavirus and how best to deal with that, nor indeed curing anyone who happens to get sick from this awful thing.

But in the scope of Facebook being a crucial part of many people’s support networks, ever more important as people live in isolation, it’s another way to make it more useful and more tuned to the kind of empathy we all need right now.

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Facebook has been working on a number of levels to do something useful in the current health crisis. Its work has ranged from making stronger efforts to ferret out and remove misinformation, provide grants to those in media that are working to report the news well, separate grants to small businesses, supporting public health initiatives to get more important messages out, and like many others also donating masks to those in need.

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5 Effective Ways to Run Facebook Ads A/B Tests

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Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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