Since the global roll-out earlier this year, Facebook Reactions have been gaining momentum across the platform with both audiences and content creators. Which are the most popular reactions with audiences and how are companies using them to maximum effect?
From April to August, we tracked Reactions across nearly 70,000 company (brand) Pages and 11,550 media Pages to measure their overall performance. We discovered that media Pages are becoming experts at generating Reactions beyond mere Likes from audiences.
Like is still the dominant Reaction for company (brand) content, while Love is the second most popular Reaction, followed by Haha and Wow. Brand content did not typically receive Sorry or Anger, making them the least used Reaction. Media Pages displayed a diverse range of reactions, while brand Pages mainly experienced only Like or Love reactions, with the occasional Wow or Haha.
Content from Media Pages is not always as positive as company (brand) Pages. Media content is designed to evoke a variety of emotional responses from their audiences. Media Pages also post more frequently so they do not feel obligated to stay positive in order to retain their audiences. We found that overall, media Pages generated a wider variety of non-Like Reactions in comparison to company (brand) pages.
Audiences were more likely to Love videos on brands’ pages than any other kind of content, as Love was almost equal to Like and more than double the percentage of other reactions on. Videos also received more Haha and Wow reactions than any other post type.
Something to ‘Wow’ About?
Taking a closer look at the individual posts themselves, we found that company (brand) pages tended to use Reactions to poll their audience, like the example from Sony below.
While this is a clever use of Reactions in the short term, companies should consider whether the short-term novelty of asking their audiences to view Reactions as poll responses outweighs the long-term benefit of getting to know how their audience truly feels about certain types of content, products, and more.
Reactions are still clearly in an early phase of becoming widely adopted by audiences and content creators alike. We expect (and hope!) that companies will gradually improve at how they use Reactions, learning more about their audiences while they get better at creating the kind of content they would like their communities to experience.
Come back in January as we check back in on how Facebook Reactions are being used!