Facebook’s ‘Reactions’ brings boost in engagement

A couple of months on from Facebook’s launch of “Reactions”, today’s Chart looks at the impact this feature has had on engagement with the service.

The replacement of the one-size-fits-all button appears to have been a hit among Facebook’s users. GlobalWebIndex’s data shows a clear upswing in the number of Facebookers “liking” things on the platform since the new button was launched. It’s now a sizable 8 in 10 who are clicking “like” or “reacting” to posts each month – a 16-point jump on the previous quarter.

By giving users a greater range of ways to react to their friends’ updates, Facebook is converting its less-engaged users into more active ones. And the more things people click while using Facebook, the more granular the data it will be collecting about how people emotionally respond to content.