The purpose of this study is to examine the relationship between SNS users' need for social approval and their conspicuous self-expression. This study investigates how individuals' need for social approval have influence on their depression in SNS use. A structural equation model shows that individuals with a high need for approval have a greater tendency to conspicuously express themselves, and their tendency of conspicuous self-expression leads to depression. In addition, the results of this study suggest that conspicuous self-expressions leads to self-discrepancy, and in turn this causes depression. On the contrary, individuals with a tendency for conspicuous self-expression are less likely to be depressed in their SNS use. In particular, the analysis in this study examines the moderating effect that individuals who use SNS more often are more likely to be depressed, and this finding suggests that conspicuous self-expressions on SNS play a significant role in causing depression in SNS use. Theoretical and practical implications were further discussed.