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Facebook ( FB ) has unveiled a new feature that lets its users show how they really feel about posts or ads on the site. Instead of a plain vanilla “Like” in reaction to a post or ad, users of Facebook’s new Reactions feature can add faces that emote “Like,” “Love,” “Haha,” “Wow,” “Sad” or “Angry.” The move adding more expressive emojis comes as Facebook is competing against Apple ( AAPL ), Google parent Alphabet ( GOOGL ), Microsoft ( MSFT ), microblog Twitter ( TWTR ) and others to attract more advertisers. Advertisers and brands have said that extending a wider range of reactions will give advertisers a better understanding of what Facebook users think. Armed with that knowledge, brands can improve targeting and deliver better ads. “They’ll provide greater feedback,” J.R. Rigley, president and CMO at packaged-goods company J.R. Watkins, said about the expanded sentiment options last fall, according to AdWeek . “We will know more about how viewers feel about the brand, which could be helpful to us. The con is that they might not like the content. But some of that could be good, too.” The Reactions sentiment-options feature had been in testing since October in Ireland and Spain, and was made available to all Facebook’s 1.59 billion users globally on Wednesday. “We’ve been listening to people and know that there should be more ways to easily and quickly express how something you see in News Feed makes you feel. That’s why today we are launching Reactions, an extension of the Like button, to give you more ways to share your reaction to a post in a quick and easy way,” wrote Facebook product manager Sami Krug in a blog post on Wednesday. To add a reaction, users must hold down the “Like” button on their mobile device — or hover above the “Like” button on a desktop computer to see the reaction image options — then tap buttons to add one of the expanded range of emojis. Early this month, Facebook announced that it had doubled the length of video ads on Instagram to 60 seconds, and Wednesday revealed that it has over 200,000 advertisers on the photo- and video-sharing service. Facebook derives more than 96% of total revenue from advertising, with video ads deriving a premium price. Facebook has about 2.5 million advertisers overall, of which 75% are outside the U.S. Facebook stock lifted from a morning dip to close up 1.4% in the stock market today , at 106.88. Apple stock closed up 1.5%. Alphabet and Microsoft rose fractionally and Twitter stock dropped 1.6%. A top-rated big-cap tech stock, Facebook carries the highest IBD Composite Rating of 99, putting it among the top 1% of all companies across key metrics such as revenue and earnings growth and stock-price gains.