Lately, I noticed a shift in my usual daily routine. I used to watch a lot of movies to wind down after a long day, but not so much in recent years. Instead, I have been spending a lot of time death-scrolling on my phone, getting entertained by a lot of self-promotion posts.

Let us be honest. We have all been there. Reading all of the full-throttle, unashamed declarations of personal triumph, life moments, outstanding school achievements, and maybe even brand new relationships or “In a relationship” posts. Aside from the usual head-scratch or an eye-roll, we would find ourselves giving a broad smile or even mutter, “Here we go again.”

But if we are really true to ourselves, those reactions could be glimmers of admiration, maybe even a tiny bit of envy. Because in the chaotic, over-saturated world of social media, the people who win are not the shy, timid types—they are the ones who have mastered the art of unashamed, partly entertaining self-promotion and personal branding.

We will have to say goodbye to the days when modesty was the default. Today, if you are not posting your wins, are you even winning? It is about being seen, being remembered, and leveraging the sheer megaphone of platforms like Facebook and LinkedIn to shout your value from the digital rooftops. And it is a genuine art form, mainly because it takes courage.

Scroll through your favorite social media platform, and you will see birthday posts that read like an Oscar acceptance speech. Some go the extra mile: posting professional highlights, sharing personal stories, and weaving humor into their updates to keep friends engaged and curious.

It is the platform of “soft flexes” - those posts that seem innocent but are actually masterclasses in subtle bragging.

Take, for example, the classic “Thank you, Lord” post. It usually goes something like: “I am so humbled to be chosen as one of the Top 30 Under 30 in the country. Did not expect this at all. Thank you, Lord!” It actually translates to: I worked my butt off, I’m proud, and I want you to know it—but I will wrap it in gratitude so it does not look like I’m showing off.

Then there’s the “accidental achievement” post: “Was just cleaning my inbox and realized I have done 12 TV interviews this year. Time flies!” This is the digital equivalent of leaving your trophy on the coffee table when guests come over. You are not saying you are amazing—you are just letting people discover it.

On my favorite professional social media platform, entertainment often comes in the form of personal anecdotes or celebration posts—think humblebragging about landing a new job, or candid selfie posts with a playful twist: “Decided to fuel up for my big presentation with three frosted donuts—sending good vibes!” Or “After months of hard work, I am thrilled to announce that I have joined Big Tech as a product manager. Grateful to everyone who supported me on this journey!” Notice the structure: effort, achievement, gratitude. It is a formula that works. These posts bring personality into a professional setting, balancing fun with subtle ambition.

What makes these self-promoters entertaining rather than cringeworthy? They own it. There is no beating around the bush: if you have achieved something, share it with a twist—maybe a funny misadventure, a relatable struggle, or a side-note about your pets crashing your Zoom call. Riding on others’ popularity also helps: cross-promoting a podcast appearance or guest post lets you benefit from others’ networks while keeping things lively and genuine.

And let us not forget the “thought leadership” genre. This is where people share insights, frameworks, and hot takes on industry trends. It is less about saying “Look at me” and more about “Listen to me”—a subtler form of self-promotion that may build credibility over time.

New job? New house? New relationship? All fair game. Sure, some people scoff at self-promotion and might even roll their eyes. They may call it narcissistic, arrogant, or even annoying. But deep down, we love it. We scroll, we like, we comment “Congrats!”—and secretly, we take notes. We all understand the game. In a world where visibility equals opportunity, self-promotion is not just acceptable—it is essential. And let us be real: it is entertaining.