DO MORE LIKES LEAD TO MORE CLICKS?

Summary from the TLDR Marketing newsletter

Evidence shows that social cues like ‘likes' influence user behavior in advertising. The first like enhances both credibility and engagement, while subsequent likes mainly reinforce social conformity. Platforms that display like counts in ads may see varying impacts based on campaign type. In click-driven campaigns, excessive like counts may reduce informational influence. In brand awareness efforts, larger like totals may support perceived popularity.