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.
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.
You May Also Like
6 Essential Elements of a Successful Content…
A successful campaign starts with a great plan, and these tools and tips are must-haves for your toolbox.
The Social Media Metrics That Really Matter
Marketing metrics are the signposts that point the way to social media marketing success, but with more attention being paid to dodging so-called vanity metrics, it’s important to get a handle on the social media marketing metrics that matter.
Want to know more? Dive into our list of key social media marketing performance metrics to learn what to track and the impact it has on your strategy, and on your business ROI.