Facebook has rolled out its much-anticipated "Reactions" feature, which allows users to hover over the "Like" button to choose another visually formatted expression to use in a post. The emoji-like expressions include "love," "haha," "wow," "sad" and "angry."
"We understand that this is a big change, and want to be thoughtful about rolling this out," Krug wrote. "For more than a year, we have been conducting global research including focus groups and surveys to determine what types of reactions people would want to use most. We also looked at how people are already commenting on posts and the top stickers and emoticons as signals for the types of reactions people are already using to determine which reactions to offer."
It's the latest sign emojis are taking over the digital sphere—their ascent has coincided with the rise of mobile, as text-happy millennials slowly but surely made emojis mainstream. In December, 1.44 billion people accessed Facebook on mobile. (And it's worth noting that BuzzFeed has had similar buttons on the bottom of its stories for a few years.)
Meanwhile, Chevy was among the first brands to play with Reactions today, highlighting the new Facebook options in the online spot below for its latest Malibu model.