When I'm looking at male profiles my likes are:
Decent photo of their face
Decent photos of them doing something - anything really, just some kind of activity, even just walking the dog, in the garden with friends, anything to show they have a life!
A brief, upbeat outline of them, what they enjoy, a hobby or two, something that might be important to them and a brief outline of what they are looking for. A bit of self-deprecating humour goes a long way for me too.
Dislikes:
Crappy photos or ones that are just selfies. Anything that has their sweaty, naked torso (usually overweight) & a can of beer is an instant no!
I loathe negative profiles. The ones that say "ladies, if you have a snapchat filter, forget it", or "too many people on here playing games" or even worse "back on here after a bad experience" in fact anything at all that suggests they have a negative take on life or OLD. We all know it sucks at times, I find whining on a profile really off-putting.
Another dislike is the people who haven't' put anything at all, or just put "fill this in later" as it gives you nothing to work with in a conversation.