The advent of social networks has provided a good platform for everyone to share information to present themselves. Instagram is a tool to participate in social reciprocity, not only by the exploration of information but also through self-praise. This study examined the self-praise by Iranian EFL learners on Instagram from a pragmatic perspective. It investigated the perceptions and attitudes of the participants toward self-praise through a descriptive design. To do so, of 100 available students, 60 (45 female and 15 male) students, with the average age of 25 were recruited on a voluntary basis to assess 16 randomly-presented Instagram posts. They were asked to rate three types of self-praise (bragging, complaint, and humblebragging) on two levels (literal and ironic) on three factors (likeability, modesty, and sincerity). The data obtained from the participants' and attitudes and perceptions were categorized and analyzed. The findings showed that self-praise, bragging, and humble bragging all created impressions on the audience. While self-praise was found to constitute a weak self-presentation strategy, bragging and humblebragging were actually perceived as negative strategies and the audience had undesirable attitude toward them. The findings could be used by the teachers and practitioners to raise awareness of English learners on how to employ language to observe netiquette and be appropriate and polite. It could also add to an understanding of the pragmatics of self-praise on social media, addressing issues regarding digital media literacy.