Have you been scrolling through the Google Discover feed recently? If yes, then it is hard to miss the "heart" feature rolled out by Google Discover for the viewers to share their preferences:
Google Discover is a queryless platform created to make content accessible to users without the need to look for it. For example, if you've searched about music in the recent past, Google will pick your browsing activity and show you content of around music.
To make this process smoother, Google Discover has provided a "heart" option to users to share feedback regarding the Discover Cards they see in their feeds.
But, this heart option is a recent addition to the Google Discover Feed.
See More & See Less
Previously, Google had a "See More" and "See Less" option for users to indicate their preferences. The option looked like a toggle that needed to be clicked, like this:
Google replaced this feature with the heart option and here are three behavioural reasons why the heart option might work better than the "see more/less" toggle.
Reason 1 - Familiarity
Name three social media channels that come first to your mind. Did you think of - Facebook, Instagram and Twitter? If yes, then you must have seen the heart button indicating liking in different forms there:
As users, when we see a feature being replicated across platforms, it becomes easier for us to understand what it means. The social media users are comfortable with the concept of using a heart to show liking, especially on Instagram which is why the heart feature on Google Discover is a better idea than the toggle.
Reason 2 - Fewer Steps
One of the laws of social media engagement is to reduce the number of steps needed to perform a task. This is the reason that Facebook like appears as a default for lazy users who don't want to react with a different emoticon even when they're feeling that emotion.
The heart option works the same way - it's just one step - pop the heart & it turns red.
On the other hand, the previous feature of toggle required two steps - the first was to click on the toggle which further offered two options - "see more" and "see less". The fewer the steps, the better it is.
Reason 3 - Proximity
A slight change made by Google Discover in its cards' layout is that the heart option has moved towards the farthest left among all actionable buttons.
Earlier, the toggle was placed in the middle and the proximity was offered to the "share" option. The closer an option is to the viewer, the higher the likelihood of engagement with it. And since English is read from left to right, the closest option now becomes the heart feature.
So, these are the three behavioural reasons why the "heart" feature of Google Discover is better than its precedent. Which one do you like more?