Likeability is such an interesting concept. What is it that makes Lisa Eldridge, for example, so likeable?
If, as has been suggested, we're motivated here by jealousy shouldn't we be beside ourselves with jealousy for LE? Hugely successful, internationally renowned, vast social media following, glamorous lifestyle, lovely looking, enviable wardrobe (by me at least), beautiful home, a seemingly happy family life.
I think part of her likeability is being indisputably good at what she does. You feel she deserves her success.
Also, there's never a hint of her criticising or complaining - which rarely plays well. I don't think it's that we don't want celebrities and social media figures to have negative feelings or opinions but because we want to feel that they're aware of their privilege and good fortune and that any complaints they may have pale in comparison to the real hardship of many people's lives.