Likes are the tangilbe return on engagement, marketeers like tangibles. The obtainment of them is becoming a currency in it's own right, often with a cost per acquisition/like. Likes are often confused with advocacy, but they're not. Marketeers like likes. Brands are keen to harvest likes with an appetitie like never before, with distinct opportunities to define 'harvest seasons' when cost per acquisitions look the lowest and like crops are at their most abundant.
We're going to need a bigger combine harvester.
Badly photoshopped by myself.