Mostly people likecidiotic nonsense. Anything serious, or thoughtful...Either they don't get it or are annoyed at being brought out of their bubble.

Example. I post a cutsie picture of my rat sitting on my other rats head....a hundred likes.

I post a video about candy cane rescue, rescuing greyhounds from Chinese slaughterhouses. I get complaints that I have distressed people.

The shallower the content the better, it reflects the people liking them.