It is no surprise that humans are competitors, and as a result the number of likes has become a sort of measurement stick between different people and even between the types of things that people post themselves. And where there is competition and measurement, there are winners and losers.
The gold rush of Instagram is over. Now everyone is on it. But you still want to grow your audience and get more followers? It's possible, but you have to ask yourself two questions first, why do I want more followers and who do I want to have follow me?