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Don’t Dread The Dislike Button: Facebook’s New Feature Could Actually Boost Engagement

Don’t Dread The Dislike Button: Facebook’s New Feature Could Actually Boost Engagement

After countless requests, Facebook is giving users a feature they’ve been clamoring for: a Dislike button. Just as people can give the thumbs up to posts that make them smile, soon they’ll have the ability to give a thumbs down to content that makes them experience less positive emotions.

[Tweet “People can dislike something and yet still be passionately interested in it.”]

Any business owner who has ever had an irate customer is cringing right now. The thought of a dedicated troll deliberately giving the thumbs down to each and every post you make is gut-churning. Couple that with Facebook’s tendency to limit the organic reach content enjoys, and suddenly the most familiar social media platform is starting to look a little perilous.

Don’t freak out just yet. The addition of a Dislike button is, in part, Facebook’s acknowledgement that people have more than one emotion. People can dislike something and yet still be passionately interested in it – consider natural disasters, political upheaval, or even everyday illness and accidents to be in that category. This type of news is shared every day on Facebook, and people wish to stay informed about these events without indicating they’re pleased they’ve occurred. The Dislike button will fill this role, and as such, becomes one more factor in the algorithm Facebook uses to measure content engagement. Content that is disliked is content that is engaged with: it may seem counterintuitive, but that’s part of the metric Facebook uses. The customer who thinks they’re hurting you with Dislike after Dislike may actually be making you look better in Facebook’s eyes.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office