This reminds me of this video[0] of a philosophy teacher who argues that we've entered a new era of "identity" where identities are based on curated profiles vs. what it used to be, around so-called "authenticity." One of the aspects of that is our identities are curated now to appeal to the "average online follower" (he calls it the "general peer") which is an abstraction of the "typical" person we cater to to get engagement (likes, follows, etc).
[0] Forgot video: https://www.youtube.com/watch?v=-QMHOsfjHq0
Timestamp when he talks about the general peer https://www.youtube.com/watch?v=-QMHOsfjHq0?t=1228