Reactions

Additions, clarifications, extended definition

This also includes reaction types other than the classic "likes" (thumbs up) and hearts. Facebook, for example, offers a whole range of reaction types by sentiment; YouTube offers both "like" and "dislike".

Interpretation

This is a basic engagement metric showing how many users expressed at least a minimal reaction to the content. The value of reactions lies in serving as a relevance signal for platform algorithms – more reactions usually increase the chance the post will be shown to more users.

Watch out: limits and risks of distortion

• Under this definition, reactions as such do not include comments, shares, saves and the like (other interactions). Those stand as separate metrics. Platforms also treat reactions differently – on Facebook, besides "likes" there are several other reactions (joy, wow, anger, sadness), which can be counted separately or as part of overall engagement. Instagram works with one basic reaction, the heart. And on YouTube, for example, users can give a "like" or a "dislike"; the two actions are usually tracked separately.
• Always define clearly which reactions on which platforms are being tracked.
• Low interaction value – a reaction is the easiest form of engagement and does not immediately indicate deeper interest; at the same time, it ranks lower with algorithms when it comes to recommending content to other users (shares or saves rank higher, for example).

Where and how to measure

• The native analytics tools each network offers, usually in the "insights" section.
• The data can also be tracked via third-party tools, e.g. Emplifi, Brandwatch, Hootsuite etc.