Instagram Reels likes are likes placed on one Reel you choose, ordered from ExpressFollowers with a username and no password. The order is tied to that single video, or split across up to 10 videos on packs of 100 and above.
This is not the same purchase as Reel views. Views move the play count. Likes move the number underneath it, and the two get compared against each other by anyone who opens the video.
Likes on a grid photo do a different job. Those sit on a feed post in front of people who already follow the account, a different audience and a different reason for buying. Anyone after that wants likes on a regular feed post instead.