1) According to a study of 130,000 Facebook posts from April 10-25th, Facebook Reactions make up less than 3% of total interactions with posts while likes, shares, and comments account for over 97% of interactions. 2) The "Love" reaction is predominant among Facebook Reactions, accounting for around 50% of reactions, while "Angry" and "Sad" reactions together make up just 30% of reactions. 3) Independent of page size, from pages with 1,000-10 million+ fans, Facebook Reactions per post remain very low and account for less than 5% of total interactions with posts.

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

2. 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.

3. 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
Other
2.4%
Likes
76.4%
Share of all
Interaction
Shares
14%
Comments
7.2%

4. 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
Other
3%
97%
Split of all
Reactions

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6. 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%

7. 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

8. 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%

9. 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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