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Bookstagram is a subcommunity of the social media app Instagram dedicated to the sharing and discussion of books. Users often post pictures of books with a short caption underneath, as well as the hashtag #bookstagram.^[1][2]

As of March 2025, there are 116 million posts using the hashtag #bookstagram on the Instagram app^[3]. Creators in this subcommunity, also called Bookstagrammers, post book or reading -elated photos or reels, and play an important role in promoting books in the digital atmosphere^[4].

Bookstagram has increased in popularity since between 2014 and 2015, where readers are increasingly relying on Bookstagram posts to find out about new books to read^[5]. The covid-19 pandemic has also encouraged the rise of Bookstagram, helping readers find their next read^[6].

Currently, the most followed Bookstagrammers^[7] include Ova Ceren (@excusemyreading)^[8], Thais Lopes (@tata.lifepages)^[9], Abby(@crimebythebook)^[10], Haya (@hayaisreading)^[11], Katrina Herritt (@rusticpages)^[12], Samantha (@everlasting.bookworm)^[13], Sara Hildreth (@fictionmatters)^[14], and Katelyn Cole (@bookcasebeauty)^[15].

1. Books in view, in which books are in view within the photos or short videos. Sometimes they are close ups where users can actually read the pages, but the most common is a closed book cover, with surrounding items that blends with the featured book's theme or cover design^[16].
2. Selfie with books, in which books are either featured being held or read by the bookstagrammer, or are featured with a partial view of the bookstagrammers' fragmented body parts such as hands holding books, or legs propping a book up etc.^[16].
3. Shelfie, in which the bookstagrammers' bookshelves are featured in the post, frequently well decorated, or with a focus on a specific book^[16].

Bookstagram provides a safe space for readers to connect and build friendships. It allows readers to find people of similar reading interests. It is perceived as a warm, welcoming, and safe community space that allows readers to discuss what they like to read. It is also an opportunity to make new friends with similar reading interests and meet them in real life^[17].

While Goodreads and Amazon are good places to find information on books readers already know about, Bookstagram is an outlet that has helped to increase awareness of new releases^[5]. Bookstores and retail chains in the industry have started to monitor book and reading trends on Instagram to determine their sales strategies^[18].