by Meet Edgar.Com
They said at the time that reactions would end up influencing their algorithm – and now, they finally are.
As you probably know, Facebook assigns values to the actions users take in the News Feed, and adds up those values to determine how many people should see a post.
When reactions were first introduced, they were each given the same value as a like – clicking the Like button was worth the same as reacting with a heart or an angry face.
Now, though, reactions are worth MORE.
Facebook says that reactions are now more valuable than likes – and that means getting people to use them is more important than ever!
(Side note: for now, all reactions are worth the same – so a surprised face isn’t worth more than a sad face, or vice versa.)
How can you encourage people to use reactions, though?
Let’s take a look at what a few super successful brands are doing!
Share content that makes people FEEL something
Want people to express an emotion stronger than a like?
Make them feel it!
Facebook offers five reactions – Love, Haha, Wow, Sad, and Angry. Are you creating and sharing content that makes people feel any of those?
3 thoughts on “Facebook Reactions Are Now More Valuable Than Likes”
User engagement has been the barometer through which to gauge the value placed on post interaction for years and and in more recent years the greater emphasis on value has swung towards the degree of responsive interaction or ‘reaction’ as the article writer terms it.
The trouble with these ‘visual’ interactive engagements is that, in the case of ‘Like’, it has become increasingly commonplace for individuals to click ‘Like’ out of a dutiful sense of loyalty to the poster (their ‘Friend’). Many people have full and meaningful intent of demonstrating that they like a ‘Friend’s’ post by clicking ‘Like’ however it is now anticipated that a significant number of people now ‘clicking’ like are doing so with far more disingenuous intent and meaning.
Experts in social media marketing and search engines now place significantly greater meaning on user comments and particularly sharing of posts with others. By sharing our posts, users are expanding our exposure to new and much broader audience reach which, from the search engines’ perspective (the vehicles that actually rank our online content (websites, blogs, articles and other online presence) for search results ranking, sharing is THE single most important aspect of user ‘engagement’ than clicking ‘Like’ has or ever will be in future.
The greater reality on Facebook in particular is that they (Facebook) now control who sees how much, if any, of our posts are seen by our own social followers on Facebook. That harsh reality extends to Facebook author pages, fan pages, business pages et al and has become extremely frustrating for Facebook users whose efforts on that particular social media platform have in recent years been significantly diminished in importance and much greater emphasis being placed on those investing in paid Facebook advertising. That is a grim reality and while a business decision, such increasingly evident policy could ultimately be damaging for Facebook. Social media marketing and search engine industry experts have determined the foregoing conclusively over the past year and beyond.
The bottom line on this issue, friends, is that if you want to pursue user value-added responsive engagement of your Facebook posts, focus your attention on encouraging commenting and especially sharing of your posts by your users. Do so in a subtle and friendly manner but that is where user ‘reaction really counts today and makes a significant difference. The ‘Like’ and ‘haha’ and other superfluous ‘reaction’ icons are strictly gimmicky social pleasantries which have no beneficial influence on our online ranking whatsoever.
Great comment and good insight. I concur. It’s become more and more challenging to use FB and get any type of results from a business standpoint. Thanks for your words Don.
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You’re most welcome Lynda. Don’t discount Facebook’s potential though as it is still regarded as a powerful marketing tool. The key is in methods. It takes exhaustive research to stay abreast of all the social media marketing strategies as they evolve and serve to advance the efforts of marketers, regardless of what we are offering whether a product or service.
Facebook remains the granddaddy of all social media for its massive audience reach potential. Our own organic (free) marketing efforts can prove fruitful but paid adverts continue to produce greater results. Copy design and optimization continues to be the critical aspect of reaching our desired audience and converting to sales. We simply cannot do what we have been doing for the past number of years.
What out for my business blogs and I will seek to bring some light through expert article resources and more. You have an outstanding product Lynda. The critical focus will be on targeting your audience effectively and finding new consumer customers out there who love what you have to offer…and doing it in ways that makes you stand out from the huge competition you face.