A recent Journal of Marketing study has uncovered new insights into how “likes” influence user behaviour in social media advertising. Conducted by Song Lin of the Hong Kong University of Science and Technology and Shan Huang of The University of Hong Kong, the research examines how visible social cues—such as the number of likes—shape engagement on platforms like Instagram and Facebook.

The study, titled “Do More ‘Likes’ Lead to More Clicks? Evidence from a Field Experiment on Social Advertising,” finds that likes trigger two main types of social influence: normative and informational. Normative influence arises when users mimic others to fit in, while informational influence depends on how credible and relevant an ad appears. Lin explains that the first like is particularly powerful, prompting people to both like and click, whereas additional likes mainly encourage more likes without driving many extra clicks.

According to the findings, the first visible like acts as a strong social cue that draws attention and motivates engagement. However, as more likes accumulate, their informational value fades. Huang notes that this leads to a plateau in click-through rates, meaning users continue liking the post but are not necessarily more inclined to click through to the advertiser’s site.

For marketers, these results carry clear implications. Brands aiming to boost awareness can benefit from showing likes, as visible approval enhances credibility and encourages users to engage superficially with the ad. In contrast, performance-driven campaigns—those seeking clicks or conversions—should be more selective in how they present likes. Too many visible likes may dilute informational influence, making users less curious or motivated to act.

Huang suggests that marketers display only the first like or a limited number to preserve authenticity and perceived value. This strategy helps maintain users’ curiosity and prevents engagement fatigue. It also offers a more balanced approach between social validation and genuine interest in the ad’s content.

Finally, the study highlights how social media platforms themselves can affect ad outcomes through design choices. Lin recommends that platforms reconsider whether to display like counts, as these cues can shape how users interact with ads and how effective those ads become. As platforms like Instagram experiment with hiding likes, the research suggests that a thoughtful balance between visibility and subtlety may foster both authentic engagement and improved advertising performance.

More information: Shan Huang et al, Do More Likes Lead to More Clicks? Evidence from a Field Experiment on Social Advertising, Journal of Marketing. DOI: 10.1177/00222429241307608

Journal information: Journal of Marketing Provided by American Marketing Association