New categories and a new trophy design are being introduced to reflect the emotions evoked by creative campaigns.

New categories of emotion

The online community expresses their emotions using the Facebook reactions. The new categories are inspired by the emotions those reactions evoke. How did your work move people?


This is the work that made us laugh—the work that captured our attention, got us to crack a smile and caused serious LOLs. It made us feel good and used humour to make the brand more memorable.


This is the work that made us cry—the work that got us all emotional, inspired compassion and helped us see things differently. It made us think and connected with audiences through storytelling.


This is the work that wowed us—the work that showed us something we’d never seen before. It made our jaws drop and forged new paths for a brand’s presence on Facebook’s platforms.


This is the work that made us fall in love with a brand—the work that spoke to us where it counts. It won our hearts and improved brand sentiment and perception.


This is the work that moved us to act—the work that woke us up and made us do something. It inspired action, a change in behavior and had a measurable impact on sales or related metrics.

A new trophy design

This year’s trophy design reflects the heart behind work that matters. The metallic heart-shaped balloon design was inspired by the playful futurism of Anish Kapoor and Jeff Koons. The Awards collaborated with Design Bridge to bring the concept to life.

Looking back at the 2016 Facebook Awards

Video was king across every region, with the strongest entries incorporating a Facebook video component. Some of the most effective content focused on humour to drive consumer interest and interaction.

Show us what you’ve got

You’ve already done the work, now it’s time to get recognised. So what makes a campaign a prime candidate for the Facebook Awards? The answer is threefold; it uses the platforms in innovative ways to tell compelling stories, establish deep emotional connections with people, and, ultimately, it builds powerful brands that drive business results.

This year’s submission period opens on Tuesday, 21 March and closes on Friday, 28 April.

For more information, visit