Dear friend-who's-trying-so-hard-to-please-every-single-person every single day.

You can't do it, and that's ok. In fact, heck, it's not even possible.

There are some folks who are going to choose not to reciprocate your kindness and friendliness, NO matter what you do. You can speak and wave, give genuine smiles, provide words of encouragement in person (and on social media), and go out of your way to be extra kind in every encounter, but there are some people who are just NOT going to return this to you.

To add to your frustration, you may even witness them being overly kind and friendly to (specific) others, but still not to YOU.
And even with that in mind, the thing you must realize is, it's NOT really about YOU (even though it may seem that way). Whatever holds someone back from returning your kindness is totally about them. Some people will only be friendly and kind when there's some kind of benefit for themselves.

Maybe there's nothing that "you" can do that will feed whatever need this person has. Maybe there's a hidden grudge buried deep inside them. Maybe there's jealousy that they aren't really aware of and would never acknowledge. You can bet that there are inner hurts, fears, and insecurities that they're dealing with that no one will ever really know. Keep in mind that hurting people hurt other people.
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Whatever it is, don't personalize their behavior. Just keep showing compassion for yourself and for others and being as kind as possible every single day. We've all got our own crosses to bear, and we're all just doing the best that we can.