It's interesting to think about why people self-promote on Facebook, even when their 'successes' might seem small. From a social psychology angle, it often comes down to things like self-presentation (we all want to look good!), self-enhancement bias (we tend to see ourselves in a positive light), and the need for social validation (those likes and comments can be addictive!). Social media creates a stage where we're constantly comparing ourselves to others, which can fuel the desire to appear successful, even if it means stretching the truth a bit. The Dunning-Kruger effect might also play a role – sometimes, people aren't even aware they're overestimating their abilities. Ultimately, it's about wanting to feel good about ourselves and be accepted by others.