How the evolution of reactions impact the engagement on social media

Monday, August 31st, 2020

Evolution is the path through which the world, which we witness today, was formed. Social media is nowhere behind when we talk about this growth process. Time and again, to go hand-in-hand with the needs, wishes, requirements, desires and fancies of the audience, social media platforms come up with new things.

New reactions have been getting added at these portals. These not only make the handle more interesting but give a plethora of benefits as well. If your brand has social media handles, you will be able to engage and interest more potential customers through the help of these reaction buttons.

Today, this blog will talk about how the evolution of reactions impacts the engagement on social media. For the same, we will take examples of the most popular social media platforms.

Let’s Begin!


Back in February 2016. Facebook reactions were introduced to the News Feed in the form of emojis, as a much-needed addition to the only Facebook “Like” button. 

In the first half of 2020, the emojis had six different emotions: Love, Ha-ha, Wow, Sad, Angry, and, the OG Like. This was a super smart move which was needed for Facebook marketing. Happy events could be liked, but there was no possibility to show distress or anger towards tragic events like deaths, divorces or fights. Even so, people wanted a way to express feelings on Facebook without writing a comment as all the Facebook users are not good with writing. With reactions, the audience could even put their feelings forward without knowing a specific language in which the post was created.

As 2020 came up with the pandemic in the form of Covid19, Facebook came up with something new to show empathy towards users. 

As a lot of us continue to stay indoors, Facebook has made it possible for people to show care. The firm included a new reaction for “care” — in the forms of an emoji face-hugging a heart and a pulsing heart — that appears alongside the “thumbs up”.

The impact: While a merely like from an audience shows that it’s a content your potential buyer is interested in, response with emotion, sends an even stronger signal and offers a deeper level of user engagement. Whether your brand is getting reactions with “love” or “sad”, the algorithm will still be impacted the same. Yet, more potent than a simple Like.


People come to LinkedIn every day to discover fresh recruitments, to find jobs, or to look at what’s happening in their professional communities and what are the hot topics out in the market. The regular “Like” button did not provide the liberty to express the real feeling of any visitor.

So, LinkedIn added new reactions! Here, you can use Celebrate to praise an accomplishment or milestone like landing a new job or speaking at an event, or Love to express deep resonance and support, as a conversation about work-life balance or the impact of mentorship. Insightful can help you recognize a great point or interesting idea, while Curious lets you show your desire to learn more or react to a thought-provoking topic.

The impact: If your brand has a LinkedIn account, with reactions, you will be listening closely about the feedback from your audience. These reactions help you better connect and talk with your community on LinkedIn!


In the beginning, the audience could only take screenshots of the posts they wanted to save. Over time the save option was given where people could have a reference from which they can see the same post again.

Even when we take the came of the DM of Instagram, you could only like the statement, but now there is an advanced Heart reaction which shows an elevated liking.

You can even give reactions to a story. Currently, the emojis available are tears of joy, surprise, heart eyes, crying face, clapping hands, fire, party popper and 100. 

The impact: Instagram reactions, saves, thumbprints, shares are one of the main forms of feedback that brands take into account when altering your sale plans, so use them wisely.

With the right social media marketing services, be found easily by potential customers. The ideal social media marketing agency will study the preferences as well as disliking of your target audience. Your brand will be able to make products, services and decisions parallel to these studies. This is how the reactions can seem like simple fancy additions but can act as a catalyst in your growth journey.

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