Social media is unquestionably a part of most young peoples’ lives, and the way they portray themselves online is a piece of their personality. Now, with many young consumers growing up with no memory of a pre-social media world, the illusion that social platforms provide has become second nature. They have become experts at carefully crafting the image they send out into the world. But some are wondering how real their online personas should be, and others are skewering the “perfection” that online branding allows them to portray. The social media illusion is being questioned.