Interestingly, each of these posts collected significantly more comments than they did total Reactions. And there may be something to that.
"You are either involved enough [with a post] to leave a comment, or you just kind of acknowledge that post with a Like -- which can represent any number of emotions,” Thrillist’s VP of Product Annie Trombatore told me. Selecting a Reaction requires less effort than a making a comment, but more effort than just hitting the Like button; it’s a half-baked level of commitment that’s more confusing than rewarding. “That extra step undermines the reason that a Like was so powerful to begin with," Trombatore said. "It was easy, passive, and you didn’t have to figure out the socially fitting response."