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Also y'all when someone posts fanart/fanfic/edits/etc:

Up until around 2016 or so, the like to reblog ratio was the total opposite of how it is now. And it applied on posts with fewer notes and posts with a large amount of notes:

You get my point. But over the last few years it has flipped completely:

And, of course, see OP’s screenshot.

It doesn’t take rocket science to figure out that the posts with more reblogs have an astoundingly higher amount of notes because of increased exposure. Reblogging allows more people to see the content, that’s more people to either continue reblogging or at least give a like. For artists in particular who would benefit from the exposure in terms of commissions and patreon and all of that, this is a huge deal. It can make all the difference. 

Tumblr as a blogging platform was created with the intent to post and share content. It’s not meant to be a consume-only form of social media like Instagram. For fandom blogs in particular, it always boggles me that people don’t share content that they like. Tumblr was appealing for fandom in the first place because of the ability to plaster your blog with amazing things that other people made - this used to be unheard of. For me, it’s like saving something precious so you can always come back to it again. It’s giving the people who follow me something awesome to look at too. Creating and sharing content is the heart of fandom.

People rely primarily on their dash for content. Most people avoid going into tags/searches because of wanky fandom drama. So reblogs are crucial for exposure! Likes are a nice gesture, but they do nothing to help share and promote content. That’s why content creators are frustrated or moving to other platforms, or why they stop making content altogether. Tumblr has its issues, but it’s still one of the best places for exposure due to its reblog function and overall post formatting. It’s discouraging seeing content creators on Tumblr as a concept die off. This site is nothing without them.

We can enjoy making things as much as possible but when we share it and no one cares enough to show it to others, it does make us wonder why we bothered in the first place. And this isn’t a new complaint from content creators. But it has worsened over time as the likes started dominating the reblogs. 

It’s not that we don’t appreciate likes at all, notes are notes. But reblogs equal more notes, which equals more exposure, which equals happy content creators, which equals more content for fandom to consume. It’s a wholly positive chain of events that circles back around. Your reblog could be a deciding factor on whether that content creator chooses to keep contributing or to give up entirely.