This.
Unless your goal isn't to win.
The whole point of social media is to 'brag'. Which may actually mean 'share the positive parts of your life'. For some, or many people, a Christmas Tree with a large pile of gifts for family is a life goal, and an achievement shared. Is it bragging? Absolutely. But if it's not designed to make others feel bad, then what's the harm?
I use occasionally social media to share some of my achievements, I think I've made a half dozen facebook posts this year, but I don't feel jealous of others when they do the same... My brag this year will be a typical pilot map of the places I've flown, and I expect to see a few others from friends, which I'll look at out of interest more than jealousy.