Earlier this year, Facebook rolled out a new feature called Reactions. For those who are unfamiliar, Reactions will allow users to interact with posts with more than just a “Like”. Users can react by showing that they love a post, a “haha” reaction, a “wow” reaction, a “sad” reaction, and an “angry” reaction.
This means that publishers and companies will have a better indication of their social media efforts. Unfortunately it seems that while it does sound like an exciting feature, a study by Quintly found that the feature is actually pretty underused. This is based on a sampling of 130,000 posts and found that 97% of all interactions consisted mostly of likes, comments, and shares, and that users rarely took the time to give their opinion on a post by reacting to it.
It is possible that due to the fact that reactions will require users to hover longer over the “Like” button or press and hold on the mobile app that some users just can’t be bothered. That being said, the study also found that compared to images, videos tend to elicit 40% more reactions and that the “wow” reaction tends to be used more.
That being said, the feature was only launched globally earlier this year in February. We expect that as time goes on, it is possible that more users will start to use the feature more often so maybe revisiting this study in a year’s time would be interesting, but in the meantime what do you guys make of Facebook’s Reactions? Do you use it often?