When blogger Sneha Kapoor began posting her thoughts on books on Instagram in 2021, it was simply a way to escape the stillness of the pandemic. She did not expect them to strike a chord with thousands of readers around the world. By the time life returned to some semblance of normalcy, she had created a thriving Bookstagram page where literature, aesthetics, and community converged.
“With Instagram becoming second nature to most, Bookstagram is playing a major role in influencing readership. Whether skin care or eating habits, social media influences all, it is the same for books. People want to be part of what is trending,” says Kapoor, the creator of @bookbegum.
Bookstagram, a portmanteau of books and Instagram, is a sub-community on the photo-sharing app, where readers around the world share their literary tastes and engage in bookish conversations. Its video-based counterpart, BookTok, has seen explosive growth on TikTok, the short-form video platform. But in India, where the platform remains banned, Bookstagram is the go-to digital space for bibliophiles.
On Bookstagram, aesthetically shot book covers accompany expository book reviews and recommendations. Whether reviving old classics such as Fyodor Dostoevsky’s White Nights (1848) or kindling interest in translated works, these communities are influencing readership, and shaping the publishing industry. There are currently over a hundred million posts tagged #Bookstagram.
The Genesis
By the mid-2010s, Instagram had established itself as a popular social media platform, and Bookstagram was an offshoot of the same. Initially, Bookstagram focused on curated pictures of meticulously arranged books. However, the posts gradually became diversified featuring book recommendation lists glamorised through the use of graphic design and visually appealing pictures of book quotes and annotations. The introduction of Instagram reels in 2020 further diversified the content with Bookstagrammers now featuring in their reels and reviewing books.
Most Bookstagrammers started their accounts to find a community or express their love for literature. For Suhani Bansal, a law student, her account @quillsandcovers_ was “born out of a wish to connect with more bookish friends”.
Although book reviews and recommendations dominate Bookstagram, it is not merely a transactional space, but also a platform for self-expression. Rachana Bardewa, a Library and Information Science student, who started her Bookstagram account @rachreeads in 2022, says, “This space began almost accidentally as an act of love. I wanted somewhere to gather all the things that moved me: the words that felt like they were written just for me, the movies that made me feel so many emotions, and songs that held entire seasons.”
As a democratic space that allows freedom of expression, Bookstagram offers a level of accessibility and inclusivity that distinguishes it from traditional literary criticism. It provides an informal space for readers of all backgrounds to share opinions, and champions diverse voices, without the mandate of formal training or institutional backing.
Diversification of readership
Bookstagram allows creators to experiment with posts in various formats and styles, which allows for a diverse audience. Example: “songs that remind me of a book”. These posts not only encourage new creative avenues on social media but also diversify readership.
“Bookstagram has turned reading into something communal and accessible. We no longer find books only in libraries or dusty shop shelves. It has made reading more alive, more interwoven with daily life. It has also broadened horizons: I have found translated works, small publishing houses, and niche titles just scrolling through feeds. In many ways, it has made discovering books serendipitous and personal”, says Bardewa.
Bookstagram is encouraging readers to explore diverse voices and genres. While Western narratives have traditionally dominated reading lists, of late, there has been a deliberate attempt to decolonise literature. “Creators are making a conscious effort to spotlight voices beyond the usual. Works translated from Japanese, Korean and Indian languages offer such fresh perspectives, ” says Anjali Anil, an engineer, who started her page in 2024 to “inspire somebody to pick up a book.”
Bookstagrammers engage with their community in creative ways: issuing reading challenges or starting book clubs. “Book clubs are a great initiative to bring readers from all around the world together. There are also active reading challenges which are aimed at diversifying your reading with reading prompts, which could be serious (eg world literature) or fun (eg read a book with a blue cover),” Resh Susan, a freelance writer and the curator of the account @thebooksatchel, had started a book club, which picked a book every month. “I used to host a yearly challenge in March called #femmemarch focussed on celebrating work by women. There are several such challenges on Instagram that encourage reading.”
Algorithm and bestsellers
Like any other section, Bookstagram is not immune to the algorithm and sweeping trends, which means some books are widely discussed, while others not so much. “Sometimes, because of social media algorithms, it feels like everybody is reading the same book, or the one with the best marketing team,” says Susan. Despite meddling algorithms, she maintains that Bookstagram is still an excellent place for book recommendations, especially if one finds pages or people whose taste aligns with them.
Several influencers often get reading inspiration from their mutual Bookstagrammers. Over the last few years, many books that were widely discussed on Bookstagram and Booktok became international bestsellers, including Hanya Yanagihara’s A Little Life (2015), Casey McQuiston’s Red, White and Royal Blue (2019), Taylor Jenkin Reid’s The Seven Husbands of Evelyn Hugo (2017).
Bookstagram’s role in publishing
The impact of Bookstagram in the book market is immense. It is common for publishing houses to send books to Bookstagrammers for review. Authors often reach out directly to Bookstagrammers and send them ARCs (advance copies). This is done as a marketing strategy to increase the reach of a book before it hits the shelves.
While not all book influencers earn revenue directly through Instagram, they often earn from paid collaborations. However, for most creators, Bookstagram is first and foremost a place to find a community. “If collaborations come in, that is really great, but the real joy is in sharing books with others,” says Anil, who runs the Bookstagram account @literatewanderer.
For those who run pages on Bookstagram, and their growing audiences, the platform is a dynamic, decentralised literary ecosystem.
(The writer is an intern with The Indian Express).
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