Facebook has a kind of campaign that is explicitly to garner likes, nothing illicit about it.<p>There are multiple articles about the quality of the demographic you get when you use their official platform. Conspiracy theorists point out that likes are a very weak signal of interest, and thus it&#x27;s hard to judge if you got good likes or bad likes.<p>Facebook has a conflict of interest in choosing who to show your like ad to: if both Alice and Eve are willing to like you with equal probability, but Eve is less likely to be an engaged fan, Facebook should show your ad to Eve.<p>You got your like, so you&#x27;re happy, but your content is less likely to organically go viral, because Eve isn&#x27;t as engaged as Alice would have been. Notably, not all of your fans will see your posts: Facebook no longer guarantees delivery to people who have liked you. Luckily, Facebook will help you run a campaign to target the fans of your page that you just paid to get.