If there’s an ambivalent emoji, that’s the face people would give Facebook Reactions.
Back in February, after months of testing, research and quibbling about the design, Facebook excitedly launched the suite of five emoji reactions, from happy to sad, that lets people express their emotions on a post. Turns out, people aren’t using them.
Marketing firm Quintly analyzed 130,000 posts and found that 97 percent of the interactions on them included the use of like button, writing a comment or a share. That means just a measly 3 percent of the time people used a reaction option. The firm concludes that Reactions “are not used very frequently by the average user at this point.”
Of the times Facebook Reactions are used, the “love” emoji is the most popular option.
Research also found that videos, which Facebook predominantly pushes to the top of people’s News Feeds, are 40 percent more likely to incite a reaction than an image.
“The findings reveal that video content is able to stir emotions more than images. The like count for the average image was in contrast higher; thus people seem to express their feelings quicker using the like function,” the firm concluded.
Facebook Reactions is still in its infancy, however, and it takes time for people’s habits to change. The new emojis panel is one of the biggest changes to the user experience in the social network’s history and shifting away from simply hitting the like is proving a tough sell. Plus, some people are still confused on how to use them:
These Facebook reactions are confusing. Like are you being sarcastic? When they put the angry face do they disagree with what you said? IDGI
— Jess Greenfield (@LokietteStar) March 15, 2016
Man those facebook reactions are fucking confusing someone petition to remove them please
— MÉLISSAHAHAHA (@uneballout) March 2, 2016
I hate the range of Facebook reactions and I hate how the context of them makes it seem like “wow” or “angry” is a verb
— Grace Petrie (@gracepetrie) May 4, 2016
That much-requested (and long-denied) dislike button would come in handy right about now.
Publishers say the competition is steeper than expected for event sponsorship dollars this year
Selling events was harder than expected for some publishers in Q2, but having a niche helped win some of the coveted sponsorship dollars.
Why some publishers are giving their AI chatbots a personality
BuzzFeed and Ingenio are hoping giving their chatbots a unique voice and tone will differentiate their AI products but others are prioritizing utility over entertainment.
Media Briefing: Publisher execs fear lack of visibility for Q3, but feel steady year over year
Publisher execs share how Q2 shook out for their businesses as they brace for an equally murky second half.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
Digiday+ Research: Nearly two-thirds of publishers think they will lose when the third-party cookie dies
Publishers have been busy prepping for the end of the third-party cookie, but that doesn't mean they think they'll come out on top in the post-cookie era. In fact, publishers count themselves among those who stand to lose from the end of the cookie.
Spotify cancels six true crime podcasts amid layoffs, Gimlet-Parcast merger
Spotify is canceling six shows and laying off 200 people as it merges its Gimlet and Parcast units to push its podcast business towards profitability.