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Facebook Unveils New ‘Care’ Reactions to Help Express Responses to COVID-19



After it was spotted in testing late last month, Facebook has now officially unveiled its new ‘Care’ Reactions for both Facebook and Messenger, which will provide another quick response option for COVID-19 related updates.

Facebook 'Care' Reaction

As you can see here, on Facebook, the ‘Care’ Reaction depicts a smiley face character hugging a heart, and will be the seventh Reaction added to the set.

On Messenger, you’ll now have the option to change the existing ‘Heart’ response to a purple, beating animation of the same.

Facebook 'Care' Reaction on Messenger

Facebook says that the new Reaction will give users another way to express a relevant emotion amid the current crisis, and better connect with other users.

As explained by Facebook’s Fidji Simo:

“This idea of a hug reaction came back consistently as one of the emotions and feelings that were missing from Reactions, so that’s something that was always on our minds. And with the crisis that we’re going through right now, there’s no doubt that people need more compassion, more support.”

Facebook notes that facilitating more ways to empathize and sympathize can help to normalize challenging situations, which is an important part of dealing with the emotions stirred up by COVID-19. That said, Facebook also says that the ‘Care’ Reaction could also stick around after the current crisis, depending on how it’s used. 

“[COVID-19] is going to help us really understand how people are using it, whether they are finding value and whether this reaction is really specific to the moment in time that we are going through or if it’s more evergreen. Based on that, we’ll decide whether we keep it or whether we remove it at the end of this crisis.”

Facebook has experimented with various additional and alternative Reactions over time, though all of those have, indeed, been short-term changes, and in specific regions.

In the lead up to Mother’s Day in 2016, Facebook added a new ‘Thankful’ Reaction in several markets, represented by a flower emoji.

Facebook 'Thankful' Reaction

Facebook’s also tried out themed Reactions, like Star Trek and Halloween variants.

Facebook Halloween Reactions

Given this, the new ‘Care’ Reaction is not a major leap, but it’ll be interesting to see if it does, in fact, end up sticking around, and whether people find it useful when engaging with posts.

It could even end up being a distribution consideration – back in 2017, Facebook actually began weighing reactions more heavily than Likes within its algorithm, because according to Facebook:

If people leave a Reaction on a post, it’s an even stronger signal that they’d want to see that type of post than if they left a Like on the post.”

That could, potentially, make the ‘Care’ Reaction an important consideration for, say, nonprofits or cause-based organizations, or even news organizations to some degree, depending on what the data shows.

And maybe, that could make Facebook a less hostile place for comments – maybe, if it’s used enough, and Facebook weighs that specific Reaction more heavily, it could be a way to amplify more positive, empathetic conversations on the platform, as opposed to provoking hate by sharing posts that inspire ‘Angry’ responses.

Or, maybe it’ll just be a short-term thing that provides another option during the COVID19 pandemic. Either way, it’s an interesting addition, and it’ll be worth keeping an eye out for the new Reactions in your Facebook streams.



5 Effective Ways to Run Facebook Ads A/B Tests




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. 


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.


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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