Back in late February, Facebook made one of its most major changes to post interaction ever by introducing reactions, This was, supposedly, to offer us a new way to engage with our favourite brands. And the five new reactions would also give social media teams a greater depth of analysis, allowing for some interesting insights into the way people engage with content.

But two and a half months on, new research from Quintly could have Facebook feeling both

and

Having analysed 130,000 Facebook posts they’ve come to the conclusion that a meagre 3% of engagements utilize the new reactions, with many users choosing the familiarity of likes, shares and comments to express their feelings instead.

Facebook reactions are still in their infancy, so it might be too early to draw any serious conclusions from this research. The initial excitement in the office quickly turned to apathy as the expected flood of loves, wows and hahas simply never appeared. Rome wasn’t built in a day though, and Facebook will be hoping that over time users become more accustomed to the new set up, and so should we.

Here at Lucre, we’re always striving to make our content even more engaging and Facebook reactions allows us to take a more detailed look at how users are responding to content, brands and campaigns. With this improved insight social posts can be tailored more specifically allowing us to create fantastic and engaging content.

So give a love and a haha once in a while, you’ll be thankful when it results in that dull and dreary content disappearing from your timeline.