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JC Lupis | Marketing Charts | Tue, 13 Sep 2016 13:00:56 +0000

The use of Facebook’s new reactions has grown, although it remains small relative to likes, shares and comments, reports Quintly in a new study. Based on an analysis of 105,000 Facebook pages in June, Quintly determined that almost 6% of post interactions were new Facebook reactions, up from less than 3% of all interactions in April.quintly-facebook-new-reactions-growth

Excluding comments and shares, the analysis revealed that 7.1% of reactions were of the new variety in June, up from 5.8% in April. The most prominent of the new reactions are love (3.1% of all analyzed reactions in June) and haha (1.8%), with these possibly a reflection of the topics (family, humor) that most motivate social posts by American adults.

Interestingly, though the fastest-rising reaction was the sad emoji, which grew by 48% month-over-month to 0.8% share of all reactions.

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The use of new Facebook reactions grew across all page sizes. They appear to be used most commonly in pages with 100,000-1 million likes, but their share of reactions grew the fastest in the largest pages (more than 10 million likes).

The report also contains an interesting analysis pitting images against videos. Recent research suggests that enterprise marketers give videos the edge over images as the most effective social content type, though prior data from Adobe Digital Insights indicates that Facebook interaction rates are higher on image than video posts.

The Quintly analysis indicates that of the pages analyzed, image posts generated a larger average amount of reactions (including likes) than did video posts. However, that advantage was purely due to a greater amount of likes per post, as video posts generated a higher number of the new reactions on average, across all reaction types.