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How To Use Facebook’s ‘Reactions’ To Get More Engagement

Driving Interaction From Your Reactions

When Facebook’s reactions showed up last week, there was the typical banter as to who likes them and who doesn’t. Me, as with most new features or updates, it’s never about liking or disliking them. It’s about figuring out how to use them.

And, as it turns out….


…Facebook’s reactions are quite the tool for getting more interaction on your posts.

Facebook's reactions rolled out globally - using them to get more engagement


Facebook does a great job at limiting brand pages from communicating directly with people. It’s why pages can only tag individuals under only a few circumstances:


Here’s the kicker – reactions count as engagement. No big update there as I could always tag you to say ‘thanks for the like’ previously. The issue with that approach meant ‘do it for one and you pretty much need to do it for all.’ Could get a bit tedious, not to mention string of comments filled with the same ‘thank you’. I will admit my friend Debra Jason has this technique quite well. (It’s actually her technique I thought of when reactions first appeared).

Reactions, however, offer a bit more. Add a ‘Wow’ to my Facebook post and I can tag you in a comment asking ‘Why the wow’. I could further ask if it was you learned something from my post or some other reason.

An angry reaction?  I could respond with ‘Do you disagree?’

So much more potential than the plain old ‘like’ wouldn’t you agree?


Facebook’s reactions open up a number of new opportunities for brand pages to tag individuals to create more engagement and interaction.


They are nice little gift from Facebook. So, I guess I do like them!


Your Thoughts on Facebook’s Reactions?

Like, dislike? Maybe you have a better appreciation for them now?




Robert Nissenbaum

Consultant, Speaker, Educator at Tactical Social Media
As a consultant, speaker and educator I provide common sense, practical and actionable social media advice to small business owners and solopreneurs based on close to a decade of experience in using social media for my personal and own business brands.

I approach social media from a very different perspective than most in the industry.My emphasis is on shifting focus from the media aspect (your content) to the social aspect (interaction, engagement and relationship building). This gets back to the true value of social media - the opportunity to connect and engage with current and prospective clients. This shift also allows for many of the traditional 'rules' to be broken or ignored. Using social media should be easy and like any social activity, fun.

My goal is to provide you with a better understanding of how to make social media work for you, to make it less of a chore and to make it something you actually look forward to using.

6 thoughts on “How To Use Facebook’s ‘Reactions’ To Get More Engagement”

  1. I think the facebook engagements is a great way to asses what people think of the article as quick as possible and can even give an article more engagement from others who might not have been interested. If you see something shared on Facebook with the wow factor from many people, you will be more inclined to see what the hype is all about. I also think you are right to see how much costumers or readers enjoy the content, but I do not think it’s a valuable to help engage with the customers in asking if they disagree, but it is useful to make a quick assessment to how valuable certain information may be to other people. I do not whole-heartedly disagree because I could be wrong, but this is just my opinion. I think its a great topic to be tested.

  2. Hi Robert,
    I guess it becomes very important to understand how use these emotions or “reactions” for better marketing! This new development from Facebook seems to be rave of the moment but marketers can actually leverage on them to improve engagement and do better targeting.

    Personally, I like these developments because they somewhat help in expressing the mind of the followers/audiences.

    Only time will tell how these reactions impacts on the overall Facebook marketing strategy!
    I left the above comment in kingged.com as well

    1. Thank you for the comment here and on kingged.com Sunday. ‘How to use’ is my big thing. There will also be new features and the loss of old ones. Everyone talks about them but understanding the value of them isn’t always easy.

      Agreed. It will take time to see how, if reactions will change Facebook marketing strategy.

  3. Remains to be seen what Facebook users make of them. So far, I rarely see anything but a ‘Like’.

    1. That’s a great point Ana. I have seen a few but it has been predominantly ‘likes’. That adds another layer to the equation. If reactions can serve as an extra opportunity to drive interaction, maybe we should be writing more content which provokes those reactions.

We'd love to hear your thoughts.