Facebook Inc (NASDAQ:FB) Reaction Buttons Fail to Engage Users: Study

Facebook Inc (FB)

Facebook Inc. ’s new reactions buttons are clearly not popular among users. A study just out from Quintly – a social media analytics firms – shows that the new emoji options for reacting to a post make up less than 3% of all user interactions on the platform.

Facebook Inc (FB)

‘Like’ is by far the most popular Reaction

Earlier this year, Facebook gave users something they were very excited about – ‘Reaction’ buttons. According to this new study, the new feature has failed to engage users as much as expected. Around 130,000 Facebook posts between April 10 and April 25 were analyzed by Quintly.

The researchers found that Facebook Reactions on average had low significance. After looking at the share of interactions, the researchers found that 97% were likes, comments and shares. The analytics firm found that around 76%, were “likes.”

“In this first step of our Facebook Reactions analysis it is clear that Facebook Reactions are not used very frequently by the average at this point. In our study, we also broke this share further down and looked at this split excluding shares and comments, which also revealed similar findings,” the researchers said.

Further, the study found that videos get around 40% more Reactions than the image posts. Instead of using reactions on static pictures or Gifs (Graphics Interchange Format), the users tend to use the “wow” reaction more when they are dealing with the videos. When pitted against image content, the “angry” reaction was used twice as much with video content.

Facebook continues to experiment

Since the end of February this year, Facebook Inc. users have the ability to express their feelings in five other ways other than just “like.” The “love” response was the most popular among the new reactions, accounting for just over half of the new options. The next most popular was the “angry” emoji with nearly 20% of interactions using the new reactions.

Still, the social media giant continues to come up with new reactions to test them no matter whether they are getting popular or not.

For Mother’s day, the firm introduced a “flower” reaction. The new reaction was made available in around 82 countries on May 8 as in those places the second Sunday of May is celebrated as Mother’s day. That includes the United States. On May 29 – the last Sunday of May 29 – the new reaction will be made available on in 11 countries. The “flower” is though temporarily available for about 48 hours around Mother’s Day.

Nevertheless, the study also found that most users had a positive feedback towards Reactions. The users found it difficult to express a negative reaction before Facebook Inc. implemented Reactions.

At 10.43 am EDT today, Facebook shares were up 0.64% at $119.99. Year to date, the stock is up over 13% while in the last one-year, it is up almost 53%. The stock has a 52-week high of $120.79 and a 52-week low of $72.

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Aman is MBA (Finance) with an experience on both marketing and Finance side. He has work as a Risk Analyst for AIR Worldwide, and is currently leading VeRa FinServ, a Financial Research firm. Favorite pastimes include watching science fiction movies, playing PC games and cricket.

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