Recently there was a study released by Quintly about Facebook’s newest feature, reactions.  It’s been causing a bit of a stir in the social media marketing community because Facebook has been receiving a lot of bad press regarding their ability to get its users to share personal updates.

“A damning report published by The Information on Thursday revealed that Facebook has been struggling to reverse a 21% decline in “original sharing,” or personal updates, from its 1.6 billion monthly active users.”

Boo Hoo….This is what I think.

Facebook’s shift from content published in private to public is becoming more common place and people are afraid of having their personal lives out there for the world to see. Understandable given the number of people on Facebook has increased at a 16% year-on-year rate.

In addition, Facebook uses your personal information to help businesses target you. It’s called FBLearner Flow, or just Flow for short.

“…it supports workflows that employ different machine learning techniques, including neural networks, gradient boosted decision trees, LambdaMART, stochastic gradient descent, and logistic regression…”

Scary stuff right? Not really.

Facebook is not the only one with the hat in the game. Twitter, Skype and Google also use this approach, known as deep learning. Google has been developing their software for years! It’s how they know what you are going to type into the search bar before you even finish spelling the first word. Yet, everyone is still using Google. So why the need to hide?

Stop resharing CRAP; and join in.

Stop being a looky-loo. Participate. We stay on Facebook because we are social creatures and we love to learn about each other. We see advertising everywhere. We stay engaged on social platforms because we want to view pictures of a wedding, see our grandson, learn about a graduation, and reconnect with that high school sweetheart.

You don’t like Snapchat? Ok – just know that it is gaining popularity because it is a platform where users actually engage with each other on a personal level.

It doesn’t matter where you chose to participate with one another. As deep learning evolves it will be everywhere. Why not join in the conversation and have a choice in what you see?

It’s Still Too Early – Facebook Reaction Study

Quintly analyzed 130,000 Facebook posts and measured how often Reactions were used, and which were the most popular. And you know what they discovered? Nothing. What’s 130,000 people out of 1.6 billion users? 0.008125% of users. That’s not even 1% of us!

“Taking a look at the share of interactions it’s clear that 97% are likes, comments and shares.”


Putting that aside for now, according to Quintly’s data, Reactions are being used in less than 3% of posts, with the Like button still outperforming the others by a huge margin. Being globally available since February 2016, it seems users still like the LIKE button. Surprise, surprise.

I knowingly go out of my way to react. Just like I go out of my way to use the newest platform. I love change, but not all of us do. Quintly implying that we just like the LIKE button isn’t an accurate depiction of what I believe is going on. There is always a learning curve when it comes to the application of new things and given that even Facebook is still testing its newest feature (i.e. the thankful flower tested on Mother’s Day) I’d say this study is just the first of many.

Quintly broke this down further, examining which Reactions are getting the most use amongst that dataset.


As you can see, the ‘Love’ reaction is way out in front, with ‘Angry’ and ‘Sad’ the next most popular. Quintly concludes that the reason for the discrepancy is that people favor stories that generate a positive emotion within its reader.  Of course we do! I love seeing my best friends wedding pictures and my nephews first steps. BUT…The ‘Love’ reaction is also the next option after LIKE. And if I like something, and I like the story enough, I would probably be willing to take the next step and choose the LOVE option. Wouldn’t you? I mean, it’s right there.

The study went on to investigate audience size in relation to the reactions as well as video posts vs. photo posts. Video posts won. Having a background in psychology I would like to refer to the “Escalation of Commitment.”

“The idea that a person, company or organization is more likely to continue with a project if they have already invested a lot of money, time, or effort in it, even when continuing is not the best thing to do.” – Staw, Barry M. (1997).

If I took the time to watch a video I would be more inclined to react to it as well.


Facebook isn’t going anywhere and everyone needs to stop freaking out. With the recent launch of Facebook Live & Bots users just need to get reacquainted with the social network. Take advantage of the technology that we have available to us in 2016 and work smarter, not harder.

I for one intend to use the platform as it was meant to be used. And in doing so I will build a brand for myself and my company as industry leaders. What will you do to stand out?