Kayfabe is a representation of the online persona, one presented as real to the viewer, when in fact it is a staged, calculated portrait of the user.
The online persona projects an image of happiness, wealth and unreal perfection, leaving the real identity of the human in the background. The real identity is deformed, placing the importance on the actions shown online.
This approach to online display is specially characteristic of Instagram, where users create micro reality shows from their own lives: planned, staged and filtered. The deformation of identity comes when the profile is perceived as a real by the viewers, blurring the lines and understanding between what is real and what is a well disguised fantasy.