Facebook 'Reactions' failed to engage users: Study

New York, May 10: The additional "Reaction" buttons that social media giant Facebook introduced next to the "Like" button this year have failed to charm users, a study has found.

The study by social media analytics and benchmarking tool for professionals Quintly found that "Reaction" emoticons are underused till date.

Quintly filtered 130,000 posts and found that users rarely take the time to give their opinion about a post and prefer to simply "Like" it and scroll on, techtimes.com reported on Tuesday.

In February, five new "Reaction" buttons were added to allow people to display responses like sad, wow, angry love and haha.

"About 97 percent of interactions consist of likes, comments and shares. This simply shows how little the other reactions are used," the findings showed.

The study indicated that videos obtain up to 40 percent more "Reactions" than images. UReactionsers tend to use the "wow" reaction much more when dealing with videos.

The "angry" reaction was used twice as much with video content when pitted against image content.

IANS