Facebook Reactions are finally here. This means people can express emotions beyond simply ?liking? things that pass through their feed.
The uses of Facebook Reactions for stuff your friends share are straightforward. You see the latest post of your best friend?s new baby or a viral video of an unidentified sea creature washed ashore, you react accordingly, and everyone moves on.
But what does this all mean for brands" At Unmetric, we took a look under the hood, and here?s what we found
How fans are using Facebook Reactions on brand posts:
First, let?s start off with the reactions:
In addition to the regular Like, the new ones capture the core human emotions and include: Love, Haha, Wow, Sad, and Angry.
You can still only express one emotion per post (i.e., you must decide if you like or love that Tasty video for chili mac and cheese?it can?t be both).
We looked at 10 of the top brand Facebook posts (based on Unmetric?s proprietary engagement score) from February 25 to March 5. They included posts from Nissan, Mini Babybel, Bertolli, Windex, LG Mobile, Giorgio Armani Beauty, Arby?s, Rebel?s Market, Little Things.com, and US Cellular.
Facebook?s API hasn?t made the Reactions numbers publicly accessible yet, so we manually went through each post to get the numbers. We discovered an interesting a glitch here.
In this post, though Nissan has over 92,000 likes and reactions, in the breakdown, Facebook only records 12,000 of the interactions. This happens for all posts that have over 10,000 interactions. For example, while the displayed total interaction numbers and break down interaction numbers don?t add up for Windex, LG Mobile and Arby?s, there?s no major glitch in the numbers for Mini Babybel.
Since the numbers for the Reactions seem detailed while only the likes seem to be rounded up, for the purpose of this article, we?ve assumed the missing numbers are likes that are not being counted.
With that assumption, here?s what we found.
The data shows that 93 pe...