How to Get More Engagement with Facebook's Reactions

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.

6 replies
  1. Lawrence Berry
    Lawrence Berry says:

    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. Sunday William
    Sunday William says:

    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 as well

    • Robert Nissenbaum
      Robert Nissenbaum says:

      Thank you for the comment here and on 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. meetanahoffman
    meetanahoffman says:

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

    • Robert Nissenbaum
      Robert Nissenbaum says:

      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.


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