It is as though people have been asking for something more than the Like button on Facebook since the concept was first born. After years of asking, Facebook delivered. Facebook Reactions arrived at the end of February to much excitement.
But the excitement was short-lived, it seems. Two months after launch a study has found that hardly anyone is making use of the five new options (Love, Haha, Wow, Sad, and Angry). Analysis by Quintly reveals that Reactions account for a mere 3 percent of interactions, and the findings make for interesting reading.
Although there had been a great deal of talk about the possibility of a Dislike option being introduced, Facebook users have proved themselves to be more prone to reacting positively to content. This is shown by the fact that out of all of the new Reactions, it is Love that has proved most popular.
Facebook has started to show an increased interest in video content, and it seems that this is well-judged. Quintly's research shows that videos receive 40 percent more reactions than other content. But there's still a very long way to go before Reactions feel part of the mainstream. Alexander Peiniger, CEO and co-founder of Quintly, says:
The findings of our study show that Facebook Reactions are not established yet. For marketers it will be interesting to see if they will do, as they can reveal great insights on how a brand's content is perceived. This knowledge can greatly improve the businesses content marketing effectiveness.
Looking at a sample of 130,000 posts, Quintly found that more than 76 percent of interactions were simple Likes, 14 percent were shares, and just over 7 percent were comments.