Most likely more people being aware of it, and then people seeing those posts doing well leads to more posts like that
Arguably, you should be moreso concerned about the opposite. The industry runs well known astroturfing campaigns:
NCBA [National Cattlemen’s Beef Association] calls it “proactive reputation management”: a strategy that entails monitoring the internet for messaging opportunities, then leaping in to burnish beef’s image whenever it’s advantageous
The meat industry has helped fund research and communications initiatives to minimize its links to climate change. And it has organized astroturf attacks on initiatives like EAT-Lancet