When they have to tell us a candidate is likable, they've got problems. Nobody is telling us that Beato is likable. Everyone already knows that. Kamala Harris, on the other hand, is perpetually scowling and filled with rage. That might play well with the TDS crowd but not the average voter.
Most political advice is bunkum but serves practical concerns. The advice to establish yourself as likeable is pleasing to candidates and their families so it goes down well. It also racks up fees and commissions for the givers of such advice.