One Facebook Reaction beats all others

Big brands get most engagement from Facebook Reactions

If you were hoping those emojis were going away anytime soon, I wouldn’t hold your breath. Facebook’s dive into using enhanced “like” buttons — Facebook Reactions — appears to be taking hold.

Facebook Reactions was a response to user complaints about only have Like as a choice when it came to reacting to a post. What if it’s heart-breaking news or a horrible news event? Facebook rolled out Like, Love, Haha, Wow, Sad and Angry in February.

How’s it going?

Quintly analyzed 105,000 Facebook pages in May and June to find out if Reactions are being used. Overall, roughly 6% of all likes were Facebook reactions. In the second month after roll-out, however, there was a 22% increase in use.

For fan pages with less than 10 million fans, the average growth from May to June was 15%. For the big guys — fan pages with more than 10 million pages — Facebook reaction use increased by a whopping 47%.

The Qunitly study shows that videos receive more Facebook Reactions than image posts… about 60% more.

After watching the video, users seem to have a greater propensity for taking more time to express their feelings in a more detailed way by selecting a reaction and not by simply clicking the like-button. — Julian Gottke, Quintly

Access the full study here.