Why Bookstagram?

When I began my author journey, those to whom I looked for advice suggested I focus on a subset of the many social media platforms out there to promote myself and my books. That advice made sense. Trying to engage everywhere with content designed for each platform is a massive amount of work. I decided to focus my attention on Facebook, the only platform I already used to any significant extent, and then had to choose between Instagram and TikTok.

I'd never seen the appeal of Instagram. My daughter used it (sparingly) in high school, so I joined to observe. But all I saw were pictures and minimal text. Where was the value compared to Facebook?

So, I decided to try something new and signed up to TikTok. For two years, I created regular videos, overcoming my dislike of the sound of my own voice. I tried to build my author brand there, while creating more text-oriented content in Facebook posts and groups. I earned followers and some engagement, including a few regulars. I experimented with paid ads. And I never saw any real benefit, in terms of sales or others reading and reviewing my books.

Making regular TikTok videos became a chore. I struggled to maintain a regular frequency, and even drifted away from Facebook. Nothing satisfied and nothing (in my mind) made a difference, especially compared to meeting readers in person at book signing events. The final straw broke at the end of 2024 with threats of TikTok shutdown in the US, and the obsequious messages after its temporary reprieve. I was, and am, done.

In October of that year, I met and befriended a couple of authors at Scares That Care AuthorCon IV in St. Louis and griped about the whole social media situation. Jacki and Mehdi urged me to give Instagram another try. They told me that the book-focused community there - known as "Bookstagram" - was far more vibrant than other platforms they'd tried. Yes, posts are image and video based, but there are inexpensive tools to help those like me with limited artistic ability create such content. More important, they introduced me to many existing chat groups of authors helping authors, exchanging ideas, sharing experiences, and giving advice. I joined other groups that focus on engagement, pushing each others' content, battling the algorithm. I joined their "street teams", readers dedicated to promoting their books in return for exclusive or early access to releases and other bonus content. I hired a PA to run my own street team ("The Unusuals", although that's about to be rebranded), manage ARC readers for Echoes of the Future, sign me up for collaborative promotions etc.

Has it been worth it? Absolutely. Sales, reads and reviews, while still modest, have improved, but more importantly I feel like I belong. I'm not just a tiny voice chirping in the forest. I like that I can still make videos when I want, but can focus on photos and graphics if I prefer. I like that I can cross post to Facebook, most of my activity there now. I've been introduced to many other wonderful indie authors and their work, some of which I include in my regular book review posts. I no longer approach social media self-promotion and engagement with dread or loathing, but actively enjoy it. I'm still learning, but I've been genuinely proud of some of my posts, almost as much as my writing. And if we're not enjoying what we're doing, why do it?

Bookstagram is a great complement to in-person events. Others may argue that I'm limiting myself by sticking mostly to one platform, but I think it's the right balance for me right now. If you're on Instagram, come find me at @author.garethiandavies.