19 Instagram Book Promotion Ideas from Publishers

If you want to promote your books on Instagram but aren’t sure what to post, take a look at what publishers are doing. We’ve compiled 19 ideas for Instagram content based on the strategies major publishers use to engage readers and drive book sales.

The publisher accounts we’ve featured here each have their own content strategies, executed with unique goals in mind. While we don’t have metrics on how these campaigns affected book sales, we hope these examples can provide inspiration, whether you work at a big publishing house or you’re an independent author. We encourage you to scroll through these publishers’ feeds to see the full range of content they post beyond book-focused promotions!

1. Post timely content around holidays

Abrams Books staged books in festive holiday settings, alongside Christmas decorations, and included relevant hashtags in the caption to position these titles as seasonal gifts.

2. Run contests. Get creative with the prizes!

Crown Publishing ran giveaways featuring not just books but creative prize bundles — like a complete coffee gift set from a Black-owned company and handmade scissors with a book on crafting traditions!

3. Promote new or upcoming releases

Penguin Teen uses Instagram to build excitement around new and upcoming books, featuring cover reveals like this one with a clear release date, and this video slowly unveiling a special edition.

4. Feature enticing blurbs alongside the book

Kensington Books pairs book covers with eye-catching graphics featuring compelling quotes or promotional text highlighting the most irresistible aspects of the story.

5. Showcase books in relevant, interesting settings

Instead of photographing books on plain surfaces, Orion Books places them in atmospheric scenes with props and backgrounds that reflect the book’s mood — like Victorian-style borders for historical thrillers or misty, eerie backdrops for suspenseful novels.

6. Curate “If you loved…” book recommendation lists

Harlequin Books creates multislide carousel posts connecting books through shared themes or reading preferences, using beautifully designed graphics with thematic imagery to help readers discover their next favorite read. For authors, this can be a good way to promote other authors in your genre or more of your backlist!

7. Provide a peek behind the scenes

Grand Central Publishing gives followers a glimpse into their office culture with fun, creative videos filmed in their workspace, connecting the books they promote to the personality and energy of their team.

8. Add text overlays to storytelling videos

Disney Books creates narrative videos with text captions that build anticipation, following someone on a journey or mission that eventually reveals the featured book at the end.

9. Film “hold and reveal” videos

Tor Books posts videos using the popular social media trend of holding a book sideways before slowly turning it to reveal the cover, often adding text overlays to build intrigue about the story.

10. Show a reader enjoying the book

Knopf posts lifestyle photos of readers engaging with books in relatable, aspirational settings that help potential readers envision themselves with the book.

11. Preview pages or flip through the book

Chronicle Books creates videos showing the featured book’s interior, revealing unique features like illustrated pages, special formatting, or removable recipe cards — especially effective for demonstrating what makes a book special beyond its cover.

12. Feature people reading or describing your books

Wednesday Books films videos where readers or staff talk directly to the camera about books, using trending formats like “5 words to describe this book” to create authentic, testimonial-style content.

13. Host book giveaways

Joffe Books makes giveaways unmistakable with bold graphics featuring words like “GIVEAWAY!” in large, eye-catching text, while clearly outlining entry requirements in the caption.

14. Promote deals and temporary discounts

Allison & Busby creates bright, attention-grabbing graphics with sale prices prominently displayed to promote limited-time ebook deals and ensure followers don’t miss out on bargains.

15. Brand a book by matching its tone in the image

HarperCollins stages books with carefully chosen props and backgrounds that reflect the story’s mood — like mystical potion bottles for witchy fiction or golden accessories and flowers for fantasy romance.

16. Display your books on shelves

Viking Books creates aspirational “shelfies,” placing books on aesthetically pleasing wooden shelves with decorative objects like bookends and hourglasses.

17. Post videos talking about your books

Random House Kids creates informative talking-head videos where editors or staff members speak directly to the camera, offering helpful content like guidance for parents while promoting relevant titles.

18. Create animated graphics for new releases

Bloomsbury Publishing designs eye-catching animated videos for book announcements, using colors and design elements pulled from the book covers to create professional, attention-grabbing content.

19. Pull cover elements for the background

Scribner Books extracts colors, patterns, or visual elements from book covers to create cohesive branded backgrounds for their images, reinforcing the book’s visual identity and creating a polished, professional look.

This post was originally published on March 31, 2016, and has been updated with all-new examples and strategies.

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About AJ Yee

AJ is a content marketer on the BookBub Partners marketing team, where she manages the Partners Blog and enjoys researching and sharing how authors and publishers can level up their marketing.