You'll notice it more if you use Instagram, Jim.
IG is an app that I don't really want to deal with but I keep primarily for seeing gig listings from venues/bands that I engage with.
Every once in a while a band, who I don't follow, will appear in my stories feed completely unbidden. Usually these things will have glowing reviews for gigs/shows from unverified sources listed in tiny writing below the "review".
"YOU WILL NOT SEE A BETTER BAND THIS YEAR!"
- Journalist from blog that nobody reads.
This is the result of said band paying for social media presence.
A lot of bookers, agents, labels look at the amount of followers that a band has on social media now rather than listening to a demo.