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From Bookstagram to BookTok, several communities based on a passion for books and sharing reading recommendations have emerged on social networks in recent years. Users are increasingly trusting the reviews and opinions of content creators on YouTube, Instagram and TikTok when it comes to choosing their next books to buy. And publishers have started to pay attention to these platforms too, hoping to reach the readers who follow the top book influencers. Bookstagrammers, BookTokers and BookTubers all have the power to influence thousands of people with their posts, shaking up the book sales charts and offering the publishing industry a new marketing channel.
People first started publishing literary content on Instagram around 10 years ago, but the quantity of posts shot up during the Covid-19 pandemic, when a lack of interpersonal contact and plenty of free time encouraged many users to read more and share their hobby on social media. Today, hashtags like #bookstagram, #books, #booklover and #currentlyreading attract millions of posts from all over the world, offering a curated and evocative collection of content, perfect for planning your next ‘book and a cuppa’ break, even when on your commute.
People love browsing Bookstagram for a wide range of reasons: discovering new novels or literary genres, getting inspired by photos of books or places and objects connected to them, taking part in shared reading experiences, or making friends with other bookworms.
In this article, we will look at how fiction and non-fiction are described and recommended on the platform, and how a writer can use this virtual space to publicise their work. Finally, we will provide a brief overview of the most interesting and original Bookstagram accounts from all over the world.
What is Bookstagram, and how does it work?
As you will no doubt have guessed, the name Bookstagram derives from the merging of two words – ‘book’ and ‘Instagram’ – and refers to all the Instagram profiles dedicated exclusively to publishing literature-inspired contact: reviews of books and extracts from them, photos and videos of bookshops and libraries, and other photos inspired by the printed word. The Bookstagram community comprises content creators – known as Bookstagrammers – and their followers. Both groups consist of a mix of those who simply love books and publishing professionals, including writers, illustrators, editors and booksellers.
Many of these accounts were created by people solely as a way of sharing their passion with other bookworms; others, meanwhile, aim to increase the visibility of a bookshop – particularly independent shops or those located away from urban areas – or to direct users towards a book review blog. As well as receiving books and other free publishing products, the most famous content creators can also earn money through affiliate links (through which they receive commission on the books they sell) and sponsored content. However, the majority choose not to earn money from the reviews they publish, so they can guarantee to their followers that they are providing an honest and objective opinion on the books they suggest.
Now let’s take a look at how writers can use Bookstagram to promote their work.
How to promote a book on Bookstagram
There are a vast number of Bookstagram accounts out there, offering the chance to build a close relationship with a wide and active community of readers. If you have released a book, either self-published or through a publisher, you could try contacting one of these book influencers to see if they will review it. If they do, the content creator’s fame and the relationship of trust they have built up with their followers will help promote your work to a larger number of readers, drum up positive reviews and improve your ranking in the sales charts. So, without further ado, let’s see what steps you need to take to forge a partnership with a Bookstagrammer:
1. Send them your book
Some content creators specialise in a certain literary genre, while others review books of all types, so before sending off your manuscript, it’s important to analyse their existing posts and stories to identify their preferences. It’s also worth checking whether the book influencer has already worked with your publisher: if they have, and the partnership went well, they are more likely to want to work with you too.
It is also worth considering the publishing market’s seasonal trends: for example, September and October may be the best months for promoting a horror novel to take advantage of Halloween, while a book set over the Christmas period would be best advertised from October onwards.
The list of Halloween books recommended by @perpetualpages, Angela Hood’s Bookstagram profile.
In addition, Bookstagrammers may have themed posts that they publish at a predetermined frequency – ‘The five best thrillers of 2024’, for instance – and if you want your novel to be included on the list, you’ll have to send it to them well in advance (at least six months before) to give them time to read it. The most famous book influencers have a large pile of books waiting on their bedside table, and it may take them several months to get around to reading your work.
Finally, when you send a free copy of your book – known in the publishing world as an ARC, or Advance Reader’s Copy – don’t forget to include a synopsis and a cover letter explaining your request. In many cases, the ‘human factor’ can make all the difference and encourage the recipient to consider your book.
2. Define your partnership
If the Bookstagrammer agrees to review and promote your novel, you’ll need to sort out all the details of your partnership:
- The number of posts involved
- Any external channels where the creator has to publish their review (such as Amazon, Goodreads or Storygraph)
- The format of the promotional content, such as reels, posts or stories. Trends that are currently very fashionable on Instagram include ‘book hauls‘, a video post in which the creator shows off the latest books they have bought or received; ‘wrap ups‘, summaries of the books they have read in a certain period of time; and ‘unboxing‘ videos, which show the moment the package containing the book in question is opened.
Some Bookstagrammers may ask for payment in exchange for a review or other content about your book. We wouldn’t recommend paying for this type of service, however: it is far better to find one individual who really loves your novel and promotes it because they really appreciate it than five influencers who are only publicising it because they are being paid to do so. Users will undoubtedly pay more attention to a free review then a post sponsored by publisher or writer.
3. Share the content
Once the book influencer has posted their content, remember to share it on your profile too, and ask your followers to give it a like or repost it to increase its visibility.
One final important thing to note: promoting a book through a book influencer is not an instant route to success, and doesn’t always provide the results you may have hoped for, but since the financial investment required is minimal, it is definitely worth a try. We’ll now take a look at a few Bookstagram accounts whose interesting and original content make them stand out from the rest.
Bookstagram accounts worth following
The world of Bookstagram is packed full of evocative and sophisticated visual content and literary ideas to suit all tastes. Below, we’ve put together a small selection of accounts that are ideal for staying up-to-date on the latest book releases and for sharing your passion for reading with other users.
@perpetualpages‘ pastel-coloured posts and enchanting graphics have won the profile more than 50,000 followers. Angela Hood specialises in literary fiction, mystery books and thrillers, and also shares her reading tips on Goodreads and Amazon. Don’t miss her list of ‘cosy reads’, which offer a sensation of warmth and wellbeing and help you to combat stress, and fun posts dedicated to people who love to shut themselves indoors with a good book, like the example below.
@excusemyreading is the Instagram profile of Ova Ceren, a former web developer who defines herself as a ‘Garden Librarian, Cottagecore Lover’. As well as curious mushroom-shaped sculptures and cute (real-life!) geese, her garden also contains a shed that acts as her office and library, including a bookcase packed full of volumes. Ova shares her favourite reads in her posts, along with photos of the bookshops and libraries she has visited and the general ups and downs of everyday life. The Bookstagrammer also organises in-person Book Club meetings, where members discuss books, visit bookshops and libraries and attend workshops and literary quizzes.
The @howdidthatbookend profile and the blog of the same name offer reviews of books of various literary genres, but also provide a summary of each one, including the endings. Their creator, Caroline, prefers thriller and romance novels and periodically publishes themed or monthly lists of recommended titles, along with updates on the latest volumes released in bookshops. For lovers of reading and original Christmas decorations, she even has a reel on how to build a tree made of books.
Meanwhile, on her profile @books.rain.tea, Cecila shares photos depicting her top literary picks and the illustrations for sale in her shop, which often take inspiration from the characters or settings of her favourite books. The selection of photographs with a vaguely retro feel, set in London and Buenos Aires, the book influencer’s hometown, adds a touch of charm and sophistication to the feed, providing a perfect mix of art and culture.
Our selection of Bookstagrammers ends here, but there are hundreds more profiles waiting to be explored on Instagram, certain to cultivate your passion for reading and provide you with countless new books to add to your shelf. Get stuck in!