Dive Brief:

• Facebook on Thursday revealed what the recently hinted "dislike" button will actually look like – the result is a group of emojis called “Reactions.”
• The emojis will sit alongside the original "like" button and include icons for six emphatic responses: "Love," "Haha," "Yay," "Wow," "Sad" and "Angry," according to the captions Facebook added below the emojis.
• Reactions will initially roll out Friday in Ireland and Spain for some Facebook users.

Dive Insight:

Marketers can breathe easy — Facebook has granted users' longtime request for more buttons to express their feelings, but as CEO Mark Zuckerberg recently implied, it's not quite a "dislike" button. Instead of a simple button providing an opposite response to the “like” button, users will have a series of six emojis called “Reactions,” in addition to the original “like” button, from which to choose.

A Facebook spokesperson told VentureBeat, “People come to Facebook to share all kinds of things —  whether that’s updates that are happy, sad, funny or thought-provoking. And we’ve heard you’d like more ways to celebrate, commiserate or laugh together. That’s why we are testing Reactions, an extension of the Like button, to give you more ways to share your reaction to a Facebook post in a quick and easy way.”

The two countries where it will be initially launched — Spain and Ireland — were chosen because their national user bases that don't have extensive international friend networks.

In a Facebook video post announcing "Reactions," which you can view below, the social network's Chief Product Officer Chris Cox wrote, "As you can see, it’s not a “dislike” button, though we hope it addresses the spirit of this request more broadly. We studied which comments and reactions are most commonly and universally expressed across Facebook, then worked to design an experience around them that was elegant and fun."

Cox said Facebook hopes to roll out the feature to everyone soon.