Likes Still Dwarf Other Facebook Reactions on Top Publishers’ Pages (Study)

Facebook introduced Reactions in February with much fanfare, but they have been slow to catch on among Facebook users visiting the pages of several top publishers.

Facebook introduced Reactions in February with much fanfare, but they have been slow to catch on among Facebook users visiting the pages of several top publishers.

A new study of the use of Reactions by visitors to 20 top publishers’ Facebook pages from April 27 through May 11, from social media news aggregator NewsWhip, found that total volume for the five newer Reactions—love, haha, wow, sad and angry—was just 16 percent of the total volume of good, “old-fashioned” likes.

According to NewsWhip, Reactions accounted for 10 percent to 15 percent of total engagements for the 20 pages it studied, with haha and love the most popular, but news pages such as Fox News saw more uses of angry.

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NewsWhip said in a blog post announcing its findings:

The Fox News Facebook page attracted the highest level of Reactions overall, with 928,738. Fox dominated in every category for Reactions. Its highest portion of reactions were loves, with 30 percent of its total. Angry came in second, making up 24 percent of the total for the page.

It’s not immediately obvious why Fox News had such a high Reaction rate. While its page does have 12.3 million fans, that’s still far less than CNN or BBC News. It also didn’t post the highest volume of the 20 pages, either.

The answer could lie in the way Fox News present its stories, which often pick out key quotes and talking points.

NewsWhip also pointed out that videos tended to draw Reactions, saying as an example that 88.5 percent of the 124,602 haha reactions seen by The Daily Mail were on video posts.

Readers: Do you find yourself using Facebook Reactions?