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If you had 12 million likes tomorrow, how would your life change the next day?

The only reasonable answer is that 12 million likes might mean that you now have 12 million clients or 12 million people listening to the story you are telling the world to make it better. 

In other words, likes only matter if they are indicative of something else. 

So, start producing a product that 12 million are interested in or start telling a story that 12 million people want to hear... you might end up with 12 million likes but you definitely won't care.