Social media users have increasingly staged their lives for social media over the past 5 years, but there is now a trend towards more real and unfiltered "social IRL" posts that expose imperfections and vulnerabilities. Some brands are making strides to be more authentic on social media by ditching their highly curated social feeds, but it remains to be seen if being real will be entertaining enough for audiences and if brands are ready to bare it all rather than carefully crafting their social media personas and posts.