It's still promotion of specific entries, and promoting something using the language "we love", is pretty much endorsement. Endorsement is not impartiality. Whomever "loves" these particular entry, could now have a pre-deposition towards voting for it. By sharing that "we love" something, you are also encouraging others to focus on this particular entry, and thereby, promoting this entry over others, rather than saying, hey check out all the entries.
So unless you're posting something like satire, like sarcastically promoting political endorsements and then voting opposite, positive promotion is pretty much endorsement.