Singapore reacts most positively on Facebook 🇸🇬

We recently teamed up with Brandwatch and Falcon to analyze emotions and emojis over the first half of 2021.

Part of our analysis included understanding the ways in which we react to content on Facebook.

With 1.6bn Facebook reactions to 540 million posts, we analyzed a selection of countries across the globe, based on five types of reactions:

Love 😍

Haha 😂

Angry 😡

Wow 😮

Sad 😢

We split this data up by positive (Love, Wow, Haha) and negative (Sad, Angry) reactions.

I know, I know – it’s not as simple as that. Context is everything when it comes to emoji usage!

But we were still interested to see the overarching sentiment by country.

While Singaporeans were more likely to react with Love, Wow, or Haha – Germany was most likely to react to content shared on Facebook in anger or with a sad emoji.

In fact, diving deeper into the data, Germany was twice as likely to use the anger reaction than the UK, Singapore, and Australia.

On the other hand, the country that was least afraid to show its loving side was the UK.

Understanding how different countries react online is a savvy way to inform your global content marketing efforts.

You can do this quickly and easily in BuzzSumo’s Content Analysis Report tab.

I analyzed 18.7 billion Facebook reactions, and found that there’s been a 962% uplift in Facebook reaction usage since 2016 – ie. when this type of new engagement was first added to the platform.

In this time Facebook reactions rose from 546M to 5.8B globally.

But when we look at Facebook reactions as a % of total engagement, this uplift isn’t as drastic – growing from 1% of all social engagement in 2016, to 9% of all engagement in 2021.

Total engagement here includes likes, shares, comments, upvotes, pins etc.

Although not earth shattering, this steady growth means that Facebook reactions are becoming a more important part of the engagement equation.

Feeding this light-touch sentiment analysis into your content planning would definitely not be a bad thing.

Our pals at Rise at Seven do just this to inform their campaign ideas, and tap into the emotions of their prospective audiences.

A tactic which has clearly served them well, since they’ve grown 190% in the last year 🤯