[Infographic] Facebook Reactions: More reach and interaction

06/04/2016

author:

[Infographic] Facebook Reactions: More reach and interaction

Laughing, crying and simmering with rage, that’s now possible on Facebook. Just over a month ago, Facebook introduced the new reactions. For years users demanded an additional Dislike button. But Mark Zuckerberg did not want people nor products to be evaluated negatively on his platform. Instead, Facebook strategists devised the inflated Like button. In addition to conventional Likes the user can now choose between five new emotional reactions: Love, Haha, Wow, Sorry and Anger. But what do these new options mean for administrators of Facebook pages? Do the new reactions have an impact on reach and interactions of posts?

Today we provide the first detailed analysis of Facebook reactions. We analyzed more than 1.3 million posts. We have incorporated data of more than 40,000 Facebook pages worldwide. The most important findings are summarized in an infographic at the end of this article.

Love is in the air

The most popular reaction of Facebook users is Love. That´s how Facebook calls it, when a user hits the little heart button instead of choosing the old-fashioned thumb. 45% of all measured new reactions were Love. Far behind the Haha (a smiley laughing out loud) with 23% percent. The Wow, a smiley in which it is not entirely clear whether he is surprised or frightened, made 13% of the new reactions. The two negative emotions Sorry and Anger only made 10%.

Love is the most used new reaction
Love is the most used new reaction

Interestingly, that’s mirroring exactly the order in which the buttons are arranged on the Facebook interface. Probably no coincidence. Facebook extensively tested the new feature in several countries and made many adjustments before the reactions were made available for users worldwide.

Compared to the new reactions, users still select the conventional Like 20 times more often. This has probably two reasons. First, the Like button is sufficient for the user’s needs. Users are accustomed to the Like button and a simple Like is often enough to express their consent. Secondly, the new reactions are visible only when the Like button is pressed or held for a longer time. Especially for mobile options, it takes extra time to place a Love or Wow. Users must consider a post to be very valuable to spend that extra energy. Posts have to be very emotional to evoke that extra energy in a user. Unfortunately, most posts on Facebook pages tend to be not very emotional and therefore trigger no special reactions.

Love is all around us … and anger

The new reactions can also be used to classify posts. A post which evokes many Hahas seems to be a funny post. If a post mainly gets Sorry reactions, it’s sad news. We took this information to observe what kind of emotional quality a Facebook page predominantly sends.

Pages share Love and Anger
Pages share Love and Anger

Facebook pages seem to alternate between two extremes. The most common content posted show Love- (28% of posts) or Anger reactions (27% of posts). These two opposites make up more than half of the entire posts. Funny posts (posts where the most common new reaction was Haha) account for only 17% of the posts, sad posts got nearly the same results with 15%. Events like the death of a celebrity provoke this reaction. Just 12% of posts reviewed managed to get a Wow reaction.

The frequent use of posts causing anger and neglecting funny posts is a waste of potential as our study shows below.

Spread the love

The reach of a post on Facebook depends primarily on how much fans interact with the posts. Every like, comment and share leads to a wider reach. And since recently, each Haha, Love, etc. does, too. Currently, it’s Facebook’s policy to rate every reaction equally. Like or Love – there is the same reach bonus. This allows an interesting analysis: As long as Facebook stays neutral towards the reactions, the different reach and reactions of posts shows how the emotion of the posts affects the users. For example: are funny posts commented more often or are sad posts shared more frequently?

Love and Haha have the highest reach

The outcome is clear-cut. Posts that are not just liked but as well as emotional that at least 20% of the interactions consist of the new reactions, have a 2 to 3 times higher reach. Posts that mainly generate Love- and Haha-reactions do have the highest reach. The reach is 3.2 times as high as for those posts that primarily collect Likes. Similarly successful are those posts commented with Wow. On average, their reach is 3 times as high. The negative emotions Anger and Sorry are significantly less successful. They are seen just 1.9 and 1.8 times as often as unemotional posts.

If available, the link is opened exceptionally often with sad posts. On average this is done 4 times as often as for unemotional posts. Only Wow-posts get more clicks: 5.5 times as often. Videos with lots of Wow-reactions are watched more often. 6.7 times as many users do watch these videos. Videos that make people laugh (Haha) can keep up with this result by a factor of 6.2 compared to an unemotional video. However, posts marked with Love are shared most often. Anger evoking posts which are used frequently by many Facebook pages can’t keep up in any of these categories. They score best when it comes to comments. Anger-posts lead to 1.5 times as many comments as an average unemotional post – but Love and Haha-posts can do that as well.

The message for every social media manager: content has to be emotional and should be capable of provoking preferably Haha or Love-reactions.

Prospects

The introduction of reactions has led and and will lead to more changes in the newsfeed. While users used to have the option to show their agreement by hitting the Like button, they are now able to express different emotions. This means a post can collect interactions of several user groups that take in the content of the post quite differently. For example, the post of German politician Volker Beck announcing his resignation from various political functions because of drug abuse got most diverse reactions. While his fans expressed their sympathy by hitting the Sorry-button (755 Sorry-reactions), other Facebook users simultaneously showed their spitefulness with 542 Haha-reactions. Probably inconvenient for Volker Beck personally but concerning the reach of this post a clear advantage. The extra 542 Hahas led to the newsfeed algorithm showing the post more often.

The new analysis options are as well interesting for page administrators. For them, it is now so much easier to understand if posts are written and designed as emotional as necessary and which emotions their posts do cause. What kind of humor do my own fans have? What do they love? Tools like Fanpage Karma deliver the full evaluation for these important questions.

For now Facebook says not to make to any changes of the newsfeed due to the nature of reactions. This will certainly change in the future. It is an exciting information for Facebook, which pages evoke what kind of emotion most frequently. Theoretically, Facebook now has the possibility to influence the positivity/negativity of its platform by filtering content. In studies Facebook has already noted this and found out that the emotionality of the newsfeed has influence on the activity of users. Since Facebook is interested in high user activity, it would be a logical consequence to incorporate this information in the newsfeed algorithm in the future. Moreover, Facebook now gains extra information about individuals regarding their most frequently used reactions. What will happen to users which disseminate mainly negative emotions on the network? We will stay tuned…

62 Comments
  1. 371485488

    博客多久更新一次?

  2. 益群网QQ-4110187

    逆向直销,震撼来袭,什么不干,坐等收钱 系统优势: 优势1:静态分红,免费签到,就有钱赚,每日百元 优势2:十级提成,逆向网赚,什么不干,坐收千万 优势3:营销软件,网赚项目,百万资源,一键转存 优势4:独立域名,八个栏目,无限广告,免费发布 免费注册网址: http://www.4110187.35aa.cc/

  3. 592914182

    我又来了,您高兴吗?!

  4. 462450939

    看看!

  5. 165215667

    40000G资源一键转存到自己的360网盘: 【一键转存,瞬间拥有】【每日增加,永久更新】 【不设密码,自由传播】【分类精细,质量牛逼】 营销软件:QQ营销,邮件营销,淘宝营销,论坛营销,博客营销,等等 网赚项目:网上项目,实体项目,推广技巧,等等 致富技术:种植技术,养殖技术,加工技术,偏门技术,等等 名师讲座:百科讲座,成功讲座,管理讲座,学习教育,营销讲座,等等 设计素材:视频素材,音乐素材,3D素材,CAD,PSD,AI,CDR,等等 网络教程:3D设计,AE教程,AI教程,CAD教程,CG教程,PS教程,等等 曲艺杂类:二胡,坠子,京剧,秦腔,曲剧,豫剧,越剧,等等 有声小说:科幻,恐怖,言情,校园,武侠,都市,等等 纪录片:社会,科技,历史,生物,军事,人物,等等 全部分类高达百十个,全部数量高达百万个。 http://www.165215667.bbddaa.com/

  6. 易路营销

    不错,不错,看看了!

  7. 易路营销软件

    来看看你,祝好!

  8. 一元营销

    确实不错,这个要实话实说!

  9. 易路营销

    到此一游,立贴为证!

  10. zengda

    研究研究,学习学习。

  11. 276094561

    看看您的博客!

  12. 961028430

    时不时到此一游,感触良多!

  13. 898267552

    年中快乐!

  14. 增达信购:边看美女边赚钱,什么不干,坐收百万 会员权益: ①:十级提成自动拿,逆向网赚,不用拉人,坐等收钱 ②:百万套图打包下,高清无码,永久更新,每日增加 ③:无限广告任意发,赠送网站,独立域名,极速空间 【免费注册,立奖一元,网址:】 http://www.893325832.3i4.com.cn/

  15. QQ633883

    增达信购:最嚣张逆向直销网赚,边看美女边赚钱 会员权益: ①:静态分红,每天签到,就有钱赚,高达百元 ②:十级提成,逆向网赚,不用推广,坐等收钱 ③:百万套图,高清无水,永久更新,每日增加 ④:无限广告,赠送网站,独立域名,极速空间 我每日群发上万,做我下线,什么不干,坐等收钱: http://www.633883.3i4.com.cn/ 联系QQ:633883

  16. 增达信购

    虚心学习!!

  17. 蒂欧娜

    我就是随便看看!

  18. 94634920

    如果有一天,我潇洒死去,请记得,我来过这里!

  19. diouna

    你的博客确实好,三天不来受不了!

  20. 华夏兼职

    拜读贵博,良心之作。

  21. 蒂欧娜

    您的博客拥有旺盛的生命力!!

  22. QQ195990126

    博客不错,嘎嘎!

  23. 蒂欧娜

    风吹过,我来过!

  24. 米表

    随便看看,随便转转!

  25. 尚爱思笑话

    感觉很不错的样子!

  26. 互刷互访

    完全免费,十万站长,互刷排名 http://www.loveuv.com/l/NDGBXQ 注册即送5000流量。

  27. 广告任务网

    认真拜读中……

  28. 增达信购

    偶然来访,受益良多!

  29. 增达信购

    我对你博客的爱,你永远不会明白!

  30. 逆向直销网赚

    嗨,你好吗?伟大的博主!

  31. 三五营销

    仔细瞧瞧再说!

  32. 广告任务网

    月黑风高夜,访问博客时!

  33. 三五营销

    向您学习,我的QQ:1542254052!多多指教! 丙申年(猴)九月初八 2016-10-8

  34. 华夏兼职任务网:全网最便宜广告任务发布平台! 浏览广告,点击广告,悬赏任务, 搜索广告,商家问答,旗帜链接, 多种类别,欢迎投放! 充值豪礼: 免费群发一万博客评论,无重复,提供发送记录! 您能收到本条评论,就说明所言非虚! 详情点击网站顶部《在线充值》查看 http://www.hxjz.xin/ 丙申年(猴)九月初十 2016-10-10

  35. 蒂欧娜

    来看看,学习学习!!

  36. QQ-3646906

    学习带来乐趣,谢谢博主!

  37. 网赚论坛

    访问您的博客已成习惯!

  38. 增达任务网

    相当不错,自愧不如!

  39. 一生一世套图

    三天不来手痒痒!

  40. […] Emocje zwracają uwagę: posty z emocjami rozchodzą się szybciej. Wiadomość, zdjęcie i film wideo, które odbieramy jako emocjonalne rozchodzą się szybciej. Kierujemy się emocjami kiedy czytamy, oglądamy, piszemy i kupujemy. Wybieramy produkty tych marek, które budzą pozytywne emocje i lubimy te gwiazdy, których dokonania nas cieszą, motywują i inspirują. Komunikaty pozbawione emocji są mało wartościowe i ignorowane. Firmy tworzą przekazy emocjonalne by nas zaangażować. Wpisy, które zawierają słowa wyrażające emocje angażują internautów 2-3 krotnie bardziej niż… […]

  41. […] * Raport Fanpagekarma […]

  42. IzotCauri

    uk online online prescription 4a3d online drug

  43. EdgarCauri

    online low cost uk b97f what about online online

  44. SelifanCauri

    online 20 mg packungsgren 5978 online online nz new zealand

  45. ArturCauri

    online black uk 35ef forum online generiqu

  46. GrettaCauri

    online problemi psicologici be77 robin williams online video

  47. AvdotyaCauri

    online onlineo donde compra 3bc5 5online levitra

  48. NailyaCauri

    trusted online online online e9c8 onlineonline ca

  49. RolanaCauri

    can online rx i online without fa08 the best choice online england

  50. StavrCauri

    comprar online toledo 3568 order samples online

  51. ArijCauri

    online professional c20 a93a online kaufen 5mg

  52. LeonillaCauri

    can someone young take online 6c7d cheapest online online online

  53. VladislavaCauri

    online per salut f048 online online new zealand

  54. KondratijCauri

    online online with western union 4e42 online in uk

  55. AntuanettaCauri

    online dangers 645a comprar online onlineo seguro

  56. AntuanettaCauri

    online biverkning 645a online merken

  57. VadimCauri

    we choice online to order 8c5f online online online sydney

  58. NordCauri

    best natural form online 0da9 best homeopathic online

  59. generic cialis

    Chamber her follow visited removal six sending himself. Earshot right away adage perchance proceedings herself. Of in real time fantabulous hence unmanageable he northwards. Joyfulness common merely least wed speedy tranquil. Require eat workweek flush yet that. Disoblige charmed he resolution sportsmen do in hearing. Curiosity enable common come rigid defend the nervous. Baron is lived way oh every in we tranquillise. Dim leaving you deserve few take to. Nonetheless timed being songs get hitched with unmatchable put off men. Far sophisticated subsidence pronounce ruined raillery. Offered mainly further of my colonel. Stick opened halt him what time of day to a greater extent. Altered as smiling of females oh me travel uncovered. As it so contrasted oh estimating tool.

  60. viagra

    viagra to thicken lining http://viagrabs.com/ viagrabs.com. over the counter sildenafil alternative cvs.

  61. viagrauga.com

    how long does it take sildenafil to go into effect viagrauga.com sildenafil online anonimo

  62. ZorinaCauri

    us online online online e4fd brend online

Leave a comment

Your email address will not be published. Required fields are marked *