7 seats left:

Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit

SECURE YOUR SEAT

Facebook’s new ‘dislike’ option includes many expressive emojis

Facebook’s planned “dislike button” appears to have more than one button.

Launching tomorrow for users in Ireland and Spain, Facebook is rolling out a “Reactions” feature that shows fives faces expressing different emotions, along with a heart to signify love and the iconic thumbs-up button marking a major change from its current single “like” option.

The change comes about a month after Facebook CEO Mark Zuckerberg announced the platform was working on a dislike option, but it wouldn’t be a solely a thumbs-down button.

“I think giving people the power to express more emotions would be powerful, but we need to find out the right way to do it, so that it is a force for good and not bad and demeaning the person out there,” he said last year.

This is what he means. Here’s what they look like:

facebookbuttons

As seen in these screenshots captured by VentureBeat, the options will be placed where the like button is under statuses and multimedia. People now have the ability to “love” that adorable cute puppy photo or express anger in less than desirable situations.

facebookrxn

Reacting with multiple emotions is not new, obviously, with platforms like Path or Slack and publishers such as BuzzFeed and People offering the options. Brand pages will also have the options in its posts, as seen above.

Facebook tends to test new options in smaller countries before launching globally, but it will likely appear for all users by the end of the year.

Facebook did not immediately respond to our request for comment, so we’re giving them a sad face.

Screenshots via Facebook.

More in Media

Marketers move to bring transparency to creator and influencer fees

What was once a direct handoff now threads through a growing constellation of agencies, platforms, networks, ad tech vendors and assorted brokers, each taking something before the creator gets paid. 

Inside The Atlantic’s AI bot blocking strategy

The Atlantic’s CEO explains how it evaluates AI crawlers to block those that bring no traffic or subscribers, and to provide deal leverage.

Media Briefing: Tough market, but Q4 lifts publishers’ hopes for 2026

Publishers report stronger-than-expected Q4 ad spending, with many seeing year-over-year gains.