I had a hard time coming out of FB. I was not sharing my life events there; however, looking at all the perfectly aligned smiling faces made me hollow and sad. Even then, i used to keep looking. It took time for me to come out of that addiction.
Some post their daily life events on social media and that makes them happy. They might be in a competition to show that they are happier than others. Perhaps they are under the impression that being the best would make them happiest.
The problem here is when one post turns in their favour, they are already thinking about the next post wherein they have to show that they are happiest.
That becomes vicious cycle, like an addict. If their partner/ friends could take time out to explain things to them patiently (might be several discussions) defining happiness, with time things might change.
Good luck!
Roasted Almonds 