MAM
How advertisers have ‘reacted’ to Facebook Reactions
MUMBAI: So, the social media giant Facebook has rolled out a whole new range of emoticons for users to ‘react’ with. This has come after the long standing legacy of the ‘like’ button. The new reactions, namely ‘Haha’, ‘Wow’, ‘Love’, ‘Sad, and ‘Angry’, were highly anticipated by the advertising fraternity until Facebook revealed that it won’t be letting advertisers use these new reactions as a way to create targeted ads. For now, reactions would only be counted as additional ‘likes’, meaning that an “angry” reaction would be treated the same as a “wow”.
Though initially put off by Facebook’s decision to keep the new reactions out of their reach, advertisers and digital marketers have found ways around this. What makes these new reactions such a lucrative tool for digital marketers is its immense power to look into consumer insights.
“There is a lot of learning from it on a broader scale, but since Facebook as of now isn’t revealing the exact numbers of ‘angry’ or ‘wow’, advertisers are having a hard time in making the most of it. But, you can actually can see who has liked it or ‘loved’ it if you hover over the new emoticons. Once you physically count that list, you can put a number of it. Though tedious, but not impossible,” points out Isobar India MD Shamsuddin Jasani Aka Shams.
Now why would a marketer go through the trouble of physically counting these reactions? What’s in it for her or him?
“It’s a great tool to understand, learn your consumers for a brand. You can see what tonality and emotions consumers have for content. We can figure out what kind of posts, communication and content that are working with a brand’s TG. Beyond that, the use is still limited and it will take some time before people start using it extensively,” Shams shares, adding that the new offering is all about analytics.
PnB Metlife digital marketing, ecommerce and digitization head Abhishek Rathi too feels that the new reactions can prove to be a powerful tool for marketers like him. Especially for re-targeting of campaigns. The net adoption of these features is what marketers are closely paying attention to, Rathi says. “Right now we have to wait and watch if people are actually using it or not to make a significant difference. Currently the majority of what we can work with on Facebook are likes and shares. Comments can give you some consumer insight but isn’t a huge help. Similarly we need to wait and see exactly how we can use these features in marketing.”
“The first thing that I predict is the number of engagements on the posts going up,” Shams observes, “ It’s not always that you like something, you might really like it, love it, or dislike it. Having more to the spectrum to react with also makes people interact with the site more. Earlier people were restricted by only the dislike button, but now the new emoticons are making engagements go up.”
Given its potential use for brands, media planners especially on the digital front, are contemplating on how to incorporate these reactions under their bouquet of services. Shams feels that reactions have a huge scope when it comes to accentuating data and analytics further.
“Of course the planners, who need to buy the right kind of inventory for their client will have to take the new reactions into consideration. It is still difficult to correlate who liked it or loved it and accordingly bought it, as the analytics are not in place right now,” shared another well-known media planner who wished to remain anonymous.
But it is the creatives or the content creators who can make the most of this new feature. Content creators will be able to gauge what reactions their work is getting and where they need to tweak to get the desired result.
“When we are talking about corporate social responsibility or a social cause, it helps to know how our viewers and consumers are reacting to the campaigns; the emotions behind their likes. It’s the next level of engagement,” says Rathi.
Brands which are most likely to jump on this bandwagon and try out the new Facebook reactions for their campaigns are the youth oriented brands, brands with brand language that lets them experiment and try new things. Citing an example from his own client base, Shams says, “Myntra’s brand Anouk, which we handle, has a communication that many like while others may also dislike. It is very clear in what it wants to say to its audience. These reactions can be a help to the brand. Brands which are steadier in their brand communication will wait and watch first.”
Ecommerce and digital start-up companies will be the next to take the new feature seriously for their marketing. “Then you have the likes of Coke and Pepsi who will soon follow,” Rathi adds. The sport leagues can also be big takers for this new feature, Rathi feels. “The IPLs, ISLs, kabaddi leagues and tennis leagues of the world can make a huge advantage from these as it is an association of pride and entertainment. Anything which involves a whole community will try to make the most of this tool,” he adds.
Another advertiser who wants to stay ahead of the curve is United Beverages Limited. UBL has started to look at how these new reactions can affect its marketing strategy. Not only that, UBL, Marketing SVP Samar Singh Sheikhawat shares that UBL is also keeping the ‘angry’ reaction in mind.
“Brands need to be more responsible and responsive now. We need to be more on the ball, because unlike earlier, the ‘angry’ button can become the new ‘dislike’. Not that it has never happened before. In the real world, there are consumers who like one product, others love the same and there are few who can even hate it. Earlier that emotion seldom got reflected to the brands, but now the game is changing,” he says.
With so much excitement among brands in making use of Facebook reactions in marketing, one has to wonder if it’s ethical to use such data at all. “That’s true. We need to be careful how the information is used and it needs to be monitored well. As a marketer I am thrilled about the opportunities this gives us but personally I am not comfortable with my personal data, likes and dislikes being shared with companies who can make use of such data. But if it is an aggregate that you are sharing, it will not be so much of an issue. Suppose 50 per cent of ‘love’ or 20 percent of ‘angry, etc. From a privacy standpoint I don’t think it’s in the interest of customers to share individual data points.”
Sheikhawat on the other hand has a slightly different perspective. “I don’t see how it can become unethical. The fact of the matter is when you sign up for Facebook. you share your personal data. When you get a new app or service, you let it access your Facebook data, including your preference. When you make any of your reactions public, you are sharing it with the rest of the world. It is already happening and consumers are aware of it.
On a positive note, many marketers also observe that NGOs and campaigns for social causes can get a huge help from the added feature. Several marketers are of the view that if the data is readily available to marketers, consumers who are aware will not adopt the feature as much and therefore its effectiveness even from an aggregate standpoint will go down.
Gold has evolved from a traditional family heritage to one of the most effective instruments for high-speed liquidity in the rapidly changing financial world of 2026. With 22K gold prices remaining stable at ₹14,440 per gram and 24K gold hitting ₹15,752 per gram as of February 21, 2026, the Indian gold market is seeing a historic increase. A rather small quantity of jewels can now unleash significant cash due to their increased worth.
Finding the best gold loan, however, takes more than simply visiting the closest branch because there are several banks and NBFCs (Non-Banking Financial Companies) vying for your business. It necessitates a strategic grasp of how lenders set their product prices. The cost of borrowing in 2026 is no longer a “one-size-fits-all” number; rather, it is a variable that depends on your loan amount, the state of the market, and particular regulation slabs. You may make sure that you leverage your gold holdings at the best gold loan interest rates by taking a methodical approach.
Recognise the Tiered LTV Framework for 2026
The Reserve Bank of India’s (RBI) introduction of tiered Loan-to-Value (LTV) criteria is one of the biggest changes. Depending on your unique financial needs, this policy directly affects which lender can provide you with the best gold loan.
The LTV limitations for 2026 are set up as follows:
- Loans up to ₹2.5 Lakh: 85% LTV eligibility
- Loans up to 80% LTV are eligible for those between ₹2.5 Lakh and ₹5 Lakh
- Loans over ₹5 lakh are eligible for up to 75% LTV
You must match your borrowing with these levels to determine the lowest gold loan interest rate. Because there is less risk involved, a lender may frequently give a cheaper rate for a 75% LTV plan than for an 85% LTV plan. Choosing a lower LTV bracket is a tried-and-true method to get the finest gold loan conditions if you don’t require the highest amount of cash on hand.
Compare the Offerings of Banks and NBFCs
The best gold loan is determined by your preference for quickness or cheaper cost. The service and pricing differences between ordinary banks and specialised gold lending NBFCs have grown.
Public and Private Banks: The interest rates on gold loans offered by public and private banks are often the lowest on the market, frequently beginning as low as 8.75% to 9.50% annually. Borrowers seeking a long-term or overdraft-like facility who already have a savings account will find it appropriate.
NBFCs: They are the industry leader in offering a genuine, rapid gold loan experience, even if their interest rates may be a little higher than those of banks. They are frequently the best gold loan option for urgent needs when speed surpasses a 1% yearly cost difference, thanks to doorstep services and quick disbursals.
Make Use of Purity’s Power
The most potent “multiplier” in your loan computation is the karat of your jewellery. Lenders have shifted to highly standardised assaying procedures. Declaring high-purity materials helps you get a higher valuation and a better loan amount.
Make sure you are offering hallmarked jewels in order to receive the best gold loan. Because the collateral risk is essentially zero, hallmarked gold (BIS 916) lowers the lender’s uncertainty during appraisal and frequently enables them to provide a more alluring gold loan interest profile.
Consider the Mode of Repayment
The best gold loan is one that doesn’t negatively impact your monthly cash flow. Below are a few repayment options you may consider:
- Bullet Repayment: At the conclusion of the term, which is usually 12 months, you pay the whole amount. Although the cumulative interest cost of the gold loan may be somewhat greater, this is great for short-term liquidity.
- Monthly Interest Payment: You just pay the interest each month; the principal is paid at the end. As a result, the monthly burden is minimal.
- EMI (Principal + Interest): The most organised approach to loan closure is through EMI (principal + interest), which progressively lowers your principal and, as a result, your overall interest expense.
Use a computerised gold loan calculator to determine which option delivers the biggest savings before you sign the contract. Even a 0.5% change in the repayment schedule might save you thousands of rupees on a big loan in the expensive year of 2026.
Be Aware of Unexpected Fees and Penalties
High administrative costs can occasionally be concealed by a low headline interest rate on gold loans. Searching for the finest gold loan requires you to consider the “Total Cost of Credit.”
- Processing costs: For loans up to ₹3 lakh in 2026, several banks provide “Nil” processing costs.
- Make sure valuation fees are clear and do not represent a portion of the loan balance.
- Prepayment and Foreclosure Penalties: You shouldn’t have to pay a large penalty if you decide to end your gold loan early.
- Late Payment Fees: Examine gold loan interest “steps up” if you fail to make a payment. Some lenders charge 2% monthly punitive interest on the past-due balance, which can easily get out of hand.
Conclusion
Finding the greatest gold loan in 2026 requires striking a balance between the historic worth of your gold, i.e., ₹14,440 per gram, and a lender who understands your desire for quickness and transparency. You may make sure that your gold is a bridge to your financial objectives rather than a burden by comparing the tiered LTV brackets and selecting a repayment schedule that corresponds with your income. The knowledgeable borrower usually prevails in a market where gold loan interest rates are more competitive than ever. Spend some time evaluating at least three lenders, confirming that they are in accordance with the RBI as of 2026, and confidently discovering the actual worth of your assets.
FAQs
How much can I borrow in gold today, per gram?
The maximum credit amount for loans under ₹2.5 lakh (85% LTV) is around ₹12,274 per gram as of February 21, 2026, when 22K gold is valued at ₹14,440 per gram. Make sure your decorations are made of pure gold with minimal stone deductions to receive the greatest gold loan value.
Does my gold loan interest rate depend on my credit score?
In general, no. The majority of lenders offering a quick gold loan do not significantly rely on your CIBIL score because it is a secured loan. However, with certain private banks in 2026, having a solid credit history might help you get greater loan amounts or “preferred” gold loan interest rates.
How can I figure out how much interest is due on a gold loan?
The straightforward calculation is as follows: Principal x Annual Rate x Tenure (in years). Many lenders include a best gold loan calculator on their smartphones for a more accurate 2026 figure. This tool automatically adjusts for your selected repayment method and particular LTV tier.
In 2026, would I be able to obtain a gold loan for 18K jewellery?
Yes, most lenders accept 18K gold. However, the interest rate on the gold loan and the value per gram will be different because the purity is 75% as opposed to 91.6% for 22K. Before using the current market cost of ₹14,440 per gram, lenders first convert your 18K weight into a 22K equivalent.
If I close my gold loan early, will I be penalised?
Prepayment penalties are not imposed by the majority of respectable lenders providing the best gold loan in 2026. However, if you end the loan nearly immediately after disbursement, some may demand a minimum interest payment of seven to fifteen days. Verify your agreement’s “Foreclosure” clause at all times.
