You’ve done the hard part - you’ve written your book. Congratulations! 🎉
Now comes the next challenge: getting your book into the hands of your ideal readers.
Whether you’re a fiction or non-fiction author, self-published through platforms like Amazon KDP, traditionally published, or creating low-content books such as journals or planners, relying on a single platform to drive sales can feel limiting. That’s where Instagram can make a real difference.
Instagram gives authors the opportunity to build visibility, connect with readers, and promote their books in a way that feels natural, not salesy. But here’s the problem I see all the time: authors pouring hours into Instagram with very little to show for it.
Let’s make sure that isn’t you.
Your focus on Instagram as an author should be:
- Quality over quantity
- Engagement over posting
- Actively seeking your ideal readers
- Variety in content
- Smart use of keywords and hashtags
- Following a proven strategy
Here’s what each of these means for you as an author:
Quality Over Quantity
Posting every day can quickly lead to burnout and often means you’re 'burying' one post under another. When someone lands on your profile, they usually look at your top few posts only. You want those posts to work hard for you. Aim for 2–3 high-quality posts per week that clearly show who you are, what you write, and who your books are for. This gives each post time to be seen, saved, and engaged with.
Engage More Than You Post
Instagram isn’t just about broadcasting, it’s about conversation. Ask questions in your captions, reply to comments, and engage with your audience in a genuine way. Readers buy from authors they feel connected to. Engagement builds trust, and trust leads to book sales.
Actively Seek Your Ideal Readers (the real game-changer)
This is the strategy I don’t see talked about enough - and it works! Don’t wait for readers to magically find you. Instead, actively look for them.
Think about:
- Authors they already follow
- Genres they love
- Hashtags they use
- Book-related conversations they’re part of
Then go to those places and engage thoughtfully. Like posts, leave genuine comments, and start conversations. This strategy draws people in, especially if your feed looks inviting rather than purely sales-focused which brings me on to…
Mix Up Your Content
Your Instagram shouldn’t just be “buy my book”. Yes, sales posts matter, but they shouldn’t dominate. Mix in:
- Behind-the-scenes glimpses of your writing life
- Snippets from your book
- Why you wrote it
- Your journey as an author
- Tips, reflections, or stories your ideal reader will relate to
This keeps people coming back and helps them feel invested in you and your work.
Use Keywords and Hashtags Effectively
Think like a reader. What would they type into Instagram’s search bar? Use those words naturally in:
- Your bio
- Your captions
- Your hashtags
- Your alt text
This helps Instagram understand who your content is for and improves discoverability which is especially important for authors trying to stand out in crowded genres.
Want personalised help with this?
If you’re unsure whether your Instagram profile is actually helping to promote your book, a fresh set of expert eyes can make all the difference.
That’s exactly why I offer Instagram Audits for Authors. I review your profile, content, and overall strategy and give you clear, personalised feedback to help you attract readers, increase engagement, and promote your book more effectively on Instagram.
One last tip…
Check your bio link!
There’s nothing worse than putting in all this effort only to send readers to a broken or confusing link.
Your Instagram bio should make it easy for someone to take the next step - whether that’s visiting your Amazon KDP page, your website, or signing up for your email list.
Ready to start getting more eyes on your book?