You've started to notice which posts of yours get likes and which don't. A certain kind of photo, a certain way of acting, a certain version of "you," gets the most reactions. So, without quite deciding to, you've begun being that version more — posting what works, hiding what doesn't, shaping yourself around what the likes seem to want. The trouble is, the version that gets likes isn't quite the real you. It's a bit louder, or cooler, or more like everyone else. And the more you become it online, the more the real you — the quieter, odder, truer you — starts to feel like something to keep hidden, because it doesn't perform as well. You're letting an audience design who you are.