Facebook launched Reactions on February 24th, expanding the range of emotions Fans can express about social media content. How have Facebook users been using Reactions in response to content from companies? We’ve conducted an early in-depth study to find out.
Facebook users are now able to express diverse emotional reactions to content, all in the shape of five new emoji – Love, Haha, Wow, Angry, and Sad. In a landmark study of more than 70,000 companies, Socialbakers has analyzed how users have expressed themselves, via Reactions, to Facebook content from companies. (We were also the first to implement Reactions in our social media management solutions.)
Around the world, people still Like posts more than 95% of the times they react.
For the most part, Fans are still overwhelmingly Liking page posts. This is likely because of three things:
Likes only require one click. To choose another reaction, users need to hover over the Like icon and then select their reaction.
Reactions have only been around for a few months. It will take time for the majority of users to change their typical emotional response to Facebook content.
3. Genuine Likes!
People genuinely like some things. All things being equal, you could still expect some percentage of people to like things more than they love, hate, pity, or laugh at them.
Nutella Becomes Facebook’s Most-Loved Company (Literally)
As part of the study, we analyzed Reactions data for each industry’s 10 largest active Pages by number of Fans. For the most part, they mirrored the overall results – but some industries stood out.
FMCG Food and E-commerce’s biggest Pages’ posts were Liked only 93% of the time. Users Loved the content from Nutella 23% of the time they engaged with their posts.
Media Content Brings Out More Diverse Reactions
As usual, media publishers are leading the way on a new Facebook trend. Users have somewhat more diverse reactions to media publisher content than they do company content, showing that media know how to tell the stories companies hope to.
Not only do users Like posts relatively less often on media publisher Pages, they also don’t Love them as much as they do company posts – instead, they have a wider range of reactions. It’s still mostly Likes and Loves.
As marketers become more adept at telling stories audiences love, audiences will pick up on the habit of expressing themselves more diversely, and as it becomes less frictious to do so, marketers can expect different Reactions to continue to grow in popularity.
Understand your audience, create more effective content to engage and grow your customer base, and measure social media’s impact on your business goals.