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BizReport : Social Marketing : May 09, 2016

Quintly: Facebook Reactions use underwhelming

Facebook users finally got some alternatives to the bland "Like" button earlier this year. However, new research shows that, despite the new choices on offer, most are sticking with the old 'thumbs up'.

by Helen Leggatt

The new Facebook Reactions allow users of the social network to respond to a post with different emotions such as Like, Haha, Love, Sad, Wow, or Angry. But, according to Quintly, Facebook users are sticking to the tried and tested "Like" option.

After analyzing 130,000 posts on Facebook, Quintly found that, regardless of audience size, more than three-quarters (76.4%) of posts were Liked versus any other reaction. Shares made up 14% of interactions and 7.2% were comments but just 2.4% were "Other" which included the five new Facebook Reactions.

Fourteen-percent of interactions studied were Shares and 7.2% were comments--leaving a small 2.4% "Other" to include the five new reaction options.

As can be seen from the image below, "Love" was the predominantly used Facebook Reaction. In fact, according to Quintly's research, positive reactions were the most-used.


According to Quintly, marketers who want to receive more reactions, and in the end more information about their community, video content could be the way forward as such posts received more of the Facebook Reactions that other content types.

"This analysis shows that video content can generate more emotions, positive as well as negative. Especially after consuming videos users tend to react with a "wow" reaction significantly more often compared to images. Same applies for the "angry" reaction which users are twice as likely to interact with after watching a video," writes Quintly's Julian Gottke on the company's Social Media Analytics blog. "The findings reveal that video content is able to stir emotions more than images. The like count for the average image was in contrast higher; thus people seem to express their feelings quicker using the like function."

Tags: Facebook, research, social marketing, social media

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