When we have a large number of likes, we are telling both Facebook and all users who see that post that it is interesting content worth viewing. This will further organically increase the likes we have. This goes hand in hand with an increase in our followers and other metrics that the platform takes into account when positioning content. Thus, Facebook will understand that our content is of quality and will position it much better than it has been doing. This way, we will reach even more people, increase our followers, likes… This is what is known as the snowball effect.