Like for Like (#L4L) is a social media strategy where users like each other’s posts to increase their number of likes.

The concept is similar to follow-for-follow: One user likes another’s content expecting likes in return. This is often organized through comments, direct messages, or hashtags like #L4L.

In influencer marketing, this approach is generally viewed critically, as the interactions are not based on genuine interest. As a result, engagement quality may decrease and the audience can appear less authentic.

In the long term, organic engagement—real likes from genuinely interested followers—is far more valuable for reach, credibility, and overall performance.