Facebook Reactions Study quintly analyzed 130,000 Facebook posts between April 10th to 25th

In the following study quintly reveals first findings on how Facebook users interact after the launch of Facebook Reactions. To perform this study 130,000 posts were analyzed.

Facebook Reactions are greatly beneficial for marketers as they reveal how posted content is perceived by the fans in greater detail.

Facebook Reactions do not seem to be much used yet Likes, Shares and Comments make more than 97% of interactions

Facebook Reactions enable users to express their feelings other than just with likes. Looking at the share of all interactions the newly launched Reactions do not seem be be much used by fans at this point.

Being globally available since end of February, users still cannot seem to get used to clicking options other than the like button.

Chart: Share of all Interactions on posts in the analyzed period.

Data Source: quintly analyzed 130,000 Facebook posts. Data Period: April 10th to 25th 2016

Other2.4%

Likes76.4%

Share of all Interaction

Shares14%

Comments7.2%

Users seem to love the like button All new Facebook Reactions make less than 3% of the average

Taking a closer look at the Interactions (excluding shares and comments) the like button is still the most used.

Although users now have the possibility to express their feelings other than simply liking, the new reactions feature is hardly used.

Chart: Split of all Interactions on posts in the analyzed period.

Data Source: quintly analyzed 130,000 Facebook posts. Data Period: April 10th to 25th 2016

Other3% 97%

Split of all Reactions

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Although angry and sad emojis give Facebook users now the possibility to express negative feelings, love emojis are predominantly used.

This finding is another indicator that users tend to interact more with content that generates positive emotions to them.

Chart: Split of all Reactions in the analyzed period, excluding Likes.

Data Source: quintly analyzed 130,000 Facebook posts. Data Period: April 10th to 25th 2016

“Love” emoji is the predominant button among Reactions Angry and Sad emoticons sum up to just 30% of Facebook Reactions

Split of all Reactions (without Likes)

9.5%

19.1%

10.4%

10.1%

50.8%

Profile Size Interactions per post

Likes per post

Reactions per post

1-1k Fans 6 5 0.15

1k-10k Fans 25 19 0.77

10k-100k Fans 123 90 6

100k-1m Fans 564 410 30

1m-10m Fans 3,232 2,549 134

10m+ Fans 17,974 15,079 560

Looking at the different page clusters by size, Interactions usually vary significantly. In this case they do not. No matter what the page size is, the amount of Facebook Reactions is low.

Following studies will show whether the usage changes over time or not. For marketers, Reactions and their information can be greatly beneficial (if only they can get fans to use them).

Table: Frequency of image posts per month during 2015.

Data Source: quintly analyzed 130,000 Facebook posts. Data Period: April 10th to 25th 2016

Independent of page size, Reactions are hardly used Largest pages analyzed did not receive more than five percent Reactions

The shown stacked bar chart clearly displays the Interaction distribution.

In the analyzed period, Facebook Reactions had almost no significance. In pages with more than 10k fans, the share increased slightly but still remained at five per cent.

Bar Chart: Percentage of Facebook Reactions used in different page sizes.

Data Source: quintly analyzed 130,000 Facebook posts. Data Period: April 10th to 25th 2016

Reactions have low significance independent of page size Pages that reach many people do not necessarily receive more reactions

v v v

1 - 1k

1k - 10k

10k - 100k

100k - 1m

1m - 10m

10m+

Likes per Post

Love per Post

Wow per Post

Haha per Post

Sad per Post

Angry per Post

100%

0%

Videos seem to stir more emotions at the end user as they tend to receive more reactions (love, wow, haha etc.) than image posts.

Nevertheless, image posts receive a higher sum of interactions, as they receive significantly more likes.

Table: Facebook Reactions per Post for Video and Photo post types.

Data Source: quintly analyzed 130,000 Facebook posts. Data Period: April 10th to 25th 2016

Videos receive more Reactions than image posts Image posts receive overall higher amount of Interactions but less reactions

Video Photo

Likes 1,209 1,802

Love 52 40

Wow 14 6

Haha 22 18

Sad 8 6

Angry 6 3

Comments 167 81

Shares 430 230

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