Bookstagram for Authors: What It Is and How to Use It to Reach Readers

“Bookstagram” is Instagram’s enormous community of book lovers: a great place to get your work and author brand in front of readers. How can you join, contribute to, and grow your career with this powerful platform? Here’s our guide to Bookstagram for authors, which answers those questions and more!

What is Bookstagram?

Bookstagram is shorthand for Instagram’s community of authors and readers, represented by the more than 127 million Instagram posts (as of August 2026) that use the hashtag #Bookstagram. Posts with the #Bookstagram hashtag are often reviews and recommendations from readers, bookish memes, pictures of bookshelves, and behind-the-scenes peeks at writers’ routines. Since Bookstagram is a massive community of active readers, it has become a powerful platform for authors to grow their audience, engage with existing fans, and promote books.

Is Bookstagram separate from Instagram?

Bookstagram is a community within Instagram, defined mainly by the hashtag #Bookstagram. The core of Bookstagram discussion and content is on Instagram, but like any popular community it reaches across platforms, influencing and spawning in-person meetups, blog articles, book signings, and much more. It’s also worth noting that Bookstagram is a close cousin of BookTok, TikTok’s influential community of readers and authors.

Is Bookstagram legit?

Yes, Bookstagram is a real, active community within Instagram. Millions of readers use it to interact, to learn about new books, and to discover new authors. Like any community, the quality of the content shared by Bookstagram participants varies. It’s also important to take the precautions you’d take in any online community. If people reach out to you via direct messages (DMs) offering book reviews or other services for a fee, be skeptical; be wary of accounts impersonating authors, and be careful of book-promotion schemes that seem too good to be true (often they’re just bots clicking on your profile).

How do I get on Bookstagram?

All you need is an Instagram account. You can sign up for one when you download the Instagram app or at www.instagram.com. Once you’re set up with an account, go to the Instagram search function and type in “#Bookstagram”. The results are Bookstagram. If you’re just getting started, spend some time over the next few days browsing Bookstagram. Get to know what kind of content is surfacing at the top of your search results, see what’s working, what inspires you, and take notes (more on this below). Also try browsing posts in subgenres like #cozymysterybooks or #romantasy.

How do I know what to post on Bookstagram?

The best content you can post on Bookstagram is content that expresses your unique, authentic voice and engages the readers you’re targeting.

That’s easier said than done, but here are some concrete steps you can take to increase your chances of finding a style that works for you:

1. Observe and listen: Start by learning as much as you can about Bookstagram. Observe and listen to Bookstagrammers in the genres and categories you want to reach. Find these people by searching Bookstagram for genres you’re interested in, clicking on profiles you’re attracted to, and exploring. Take note of the posts and Reels (videos) with the highest likes and comments, and build a perspective on the kind of posts you like best.

2. Start testing: Take a scientific approach to figuring out what works for you. Once you’re familiar with the Bookstagram subcommunities you want to target, create a list of 10 post ideas that you think might engage the community you’re targeting. Commit yourself to one post a day for 10 days. If it’s easiest, create the content all at once so that all you have to do each day is hit “share.” After the first 10 days, look at the stats for the posts and see what worked. What generated the most likes? The most comments? What did you enjoy posting? Now create another 10 post ideas that build on what you learned with the first 10.

3. Be patient: Bookstagram is a community of millions of readers, but you’re probably not going to reach them all in your first week on the platform. Most successful accounts take months and sometimes years of creating regular posts, and constantly refining them to figure out what generates the best engagement with readers.

For more advice on getting started, check these 19 Instagram tips for indie authors from USA Today bestselling romance author Jessica Hawkins.

What is the best kind of content for authors to post on Bookstagram?

The best content will have your own unique flavor — something that builds on your personality and your books. Here are some categories of Bookstagram content to consider as you start to test what works for you:

Sneak Peeks, Previews, and Reveals

Many authors have fun teasing upcoming books with story excerpts, images, and cover reveals. In this post, author Nadine Brandes reveals she’s working on a sequel for her book Wishtress.

Excerpts and Readings

Authors find lots of different ways to share excerpts from their books. Some read from their book in an Instagram Reel, others post pictures from a book page (often with notes drawn on the page), and others create images like the one in this post highlighting dialogue from Liz Tomforde’s book In Her Own League.

Life of an Author

Another common genre of author posts on Bookstagram: glimpses into the life of the writer. Authors post pictures of their writing routine, interviews, interactions with readers, life on a book tour, or as in this post from author Ocean Vuong, snapshots from live events and readings.

Giveaways and Special Offers

Freebies and discounts can be great ways to attract and engage readers on Instagram. Author Bal Khabra reached thousands of readers with this giveaway for her Off the Ice series.

Personal Posts

Snapshots from your personal life can help readers relate and connect with you. In this post author Amanda Montell shares photos from her wedding.

News and Announcements

An engaging Instagram account needs to do more than just promote your book, but if you build a relationship with your readers with a feed of varied content, news and announcements can generate lots of engagement. For example, in this post author Akwaeke Emezi announces the publication of their book Eclipse & the Wolf.

Book Trailers

Book trailers can be difficult to do well, but if you’re creating them, Instagram is a natural place to share them with your readers. In this Reel, author Callie Hart promotes her book Brimstone with dramatic effect.

Achievements

Sometimes it can also make sense to share news of your achievements as an author. In this post, author Coco Mellors has fun celebrating new bestseller awards.

Merch

As more and more authors experiment with merch — T-shirts, mugs, bags, tchotchkes, and other merchandise branded to build on their books — many are promoting it on Instagram. In this post, author Kat Singleton shows off some of her new goods for sale.

Artwork

Many authors work with extraordinary visual artists and illustrators — and some are themselves extraordinary visual artists! If you have great artwork, Instagram can be an excellent place to share it. In this post, author Penn Cole shares artwork inspired by her Kindred’s Curse saga.

The examples above are all from authors on Instagram, but publishers are also using the platform creatively and successfully. Here are 19 Instagram book promotion ideas from publishers. For even more great examples, check out these 17 gorgeous audiobook posts and these ideas for creative ways to display your books in photos.

How do I take good Bookstagram photos?

Success on Instagram relies heavily on visually stunning content. We asked experts to share their strategies for making sure the images you post stand out.

1. Feature a single book with a complementary background

Emma, who runs BookBub’s own Instagram page, offers these simple tips for taking a good Bookstagram photo of a single book.

If you’re not sure where to begin, try taking a picture of a single book against a simple, complementary (but not overpowering) background. And put the book you’re featuring in the best light — literally! Find a soft, natural light, and focus sharply on the book to highlight the cover. — Emma, @bookbub

In this photo, she featured The Proposal, held by a member of the BookBub team whose outfit complemented the blue and white cover.

2. Use natural light

Popular Bookstagram posts frequently feature books in well-lit, comfortable spots. For complementary lighting, Bookstagrammers generally recommend taking pictures in sunlight, even when inside.

Elena from @thebibliotheque agrees.

Taking a photo under natural light makes all the difference. That ultimately translates to less editing and higher quality. And when you get to the point where you are taking/posting photos regularly, this has the potential to set your feed apart from others… combine the natural lighting with the right props to set the perfect cozy and bookish mood. — Elena, @thebibliotheque

In this picture, she used sunlight and simple props (tea, a blanket, her laptop, her bed) to create a cozy, well-lit picture of Queen of Air and Darkness.

3. Focus on the background

Another bright idea for a simple yet effective Bookstagram: an open book with a pretty backdrop.

@bookbaristas took this photo in Miami, and has taken other beautiful pictures at beaches, at parks, and with other atmospheric backgrounds. The cover isn’t visible, yet it’s still captivating.
 

4. Feature bookstacks

Want to feature multiple books? Set them against a cohesive background, as you would for a single book, to make them pop.

This picture from @lottelikesbooks of a stack of new releases is a good example. She sets the books on a white table with a white background, and adds a literary coffee cup. Consider doing something similar with your books or books you’ve read.
 

How can I grow my Bookstagram followers?

Posting great content is the most important thing you can do to earn more followers on Instagram. Beyond that, there are a handful of best practices you should follow to increase your chances of earning more followers:

1. Link to your Instagram profile from other platforms: Put links to your Instagram page on your author website, other social media pages, and newsletter, if you have them.

2. Post regularly: A few posts per month won’t build the momentum you need. Research on posting frequency generally recommends multiple posts per week.

Here’s what author R.S. Grey recommends:

I think the best way forward is to treat Instagram as a part of your job, rather than a marketing tool. Get invested. Post often and consistently. Take ten minutes out of your day and snap a few photos. They don’t have to be perfect, but consider simple techniques: natural lighting, bright colors, compelling subject matter. — R.S. Grey

3. Engage with the Bookstagram community: Find accounts you love and leave thoughtful and personal comments on their posts. Also make sure you respond to comments on your own posts and in your direct messages.

Sara from @fictionmatters underscores the importance of engagement:

Engagement is crucial to growth. Find accounts you love (whether they’re publishers, Bookstagrammers, or other authors) and leave thoughtful, personal, and specific comments on their posts. Responding to comments on your own posts and in your direct messages is essential too. Not only do individuals reward this with their follows, Instagram rewards this by more visibly featuring your posts on their feed. — Sara, @fictionmatters

4. Use hashtags: Hashtags can get you exposure to readers who search for images using hashtags. The best way to find relevant hashtags is to check the accounts of other authors in your genre and see which ones they typically use in their posts. You’ll also find some of the most popular hashtags in the next section of this guide.

Note: If you select Tags in Instagram’s search results, you can see the count of posts for each tag. This is useful for finding the biggest as well as most relevant communities.

For more inspiration, check out these easy ideas for growing your Instagram followers.

What are popular Bookstagram hashtags?

Beyond the parent hashtag #Bookstagram there are many subsets of the Bookstagram community. You can find smaller Bookstagram communities through the posts of other authors in your genre who use hashtags, or by searching keywords relevant to your work.

Here are some of the top Bookstagram tags with the number of posts, as of August 2026.

General Bookstagram Tags

• #Bookstagram (127M posts)
• #books (84.7M posts)
• #booklover (48.5M posts)
• #bookworm (34.8M posts)
• #bookish (25.7M posts)
• #bookaholic (11.7M posts)
• #booksta (4.1M posts)
• #amreading (4.1M posts)
• #bookrecs (3.3M posts)
• #bookquotes (2.3M posts)
• #bookworms (2.2M posts)

Author-Specific Tags

• #author (16.8M posts)
• #amwriting (22.8K posts)

Genre-Specific Tags

• #romancebooks (7.1M posts)
• #fantasybooks (4.1M posts)
• #romantasy (2.6M posts)
• #thrillerbooks (1.6M posts)
• #sportsromancebooks (168K posts)
• #cozymysterybooks (44.9K posts)

How can I get Bookstagrammers to feature my books?

Being featured on a Bookstagrammer’s page helps authors get exposure to a new and engaged audience. Here are a few strategies you can use to attract the attention of popular Bookstagrammers:

1. Find relevant accounts: Bookstagrammers recommend finding accounts that focus on your genre(s) and reaching out. You can find them by searching genre-specific hashtags, like #fantasybooks or #romancebooks, searching for books that are similar to yours, and perusing #Bookstagram for relevant pages.

2. Interact with Bookstagrammers: Interacting with popular Bookstagrammers and building a relationship can be a way to get on their radar. Here’s what Sara from @fictionmatters recommends:

Comment on their photos or discuss shared favorite books. Once you’ve interacted a bit, send a DM or email asking if they have the time and interest in reading your book. Ask them about reading it rather than featuring it! Bookstagrammers are readers first, advertisers second. Additionally, focus on Bookstagrammers who feature books that are similar in content and genre to your own rather than just seeking out those with the biggest follower count. A Bookstagrammer with 2K followers who loves paranormal romance is going to do your paranormal romance a lot more good than an account with 40K who mostly features historical fiction. — Sara, @fictionmatters

3. Offer free copies or compensation: If targeted outreach and engagement isn’t generating enough interest from Bookstagrammers, consider offering freebies and payment for posts. Here’s how Bookstagrammer Jenna from @jennareadsbooks put it:

If you want to have a Bookstagrammer post a photo of your book, you can offer to send them a free copy, but that may not be enough. Large accounts may get a lot of requests so to stand out, offer to pay them! Sponsored and ad posts are very common these days but it seems like the book community is behind on compensating its influencers. Offer payment for a Bookstagrammer’s work! — Jenna, @jennareadsbooks

Success is not guaranteed for authors who join Bookstagram. It takes work and time to create posts and engage readers. But if you have the time and you’re willing to test and learn, Bookstagram can be a powerful way to reach readers.

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About Rick Burnes

Rick Burnes works on marketing and product development at BookBub, where he's been for over ten years. Previously, he worked at HubSpot, The New York Times, and Google.