As a visual-first platform, Instagram is a great tool for authors.
You can build your personal brand to connect with your readers, introduce your books through creative graphics, network with other authors or even agents and publishers, and drive traffic to your book sales page, website, or newsletter.
With over one billion active users, Instagram might be the right platform for you so let’s jump in and figure out how to set up and optimize your profile before discussing how to actually use the app as an author.
Creating an Instagram Account
Step #1: Download App
Instagram is available on iOS and Android, but you can also access their website via a web browser.
Step #2: Sign Up
Choose “Sign up with email or phone.”
(We recommend that you separate out your author account from your personal account and use a professional email to keep track of all author related notifications in one place.)
As always, choose a strong password.
Step #3: Choose a Username
This will be your Instagram handle. Keep it professional and easy to remember. If your preferred username is taken, then try variations like:
- @JSmithWrites
- @AuthorJSmith
- @JSmithBooks
(We recommend you avoid numbers or underscores as they can make your name harder to remember.)
Setting Up an Author-Optimized Profile
Now that you’ve gotten your account set up, it’s time to optimize for visibility and branding.
Pick a Professional Profile Picture
Your profile picture is one of the first things people will see when visiting your profile.
There are a couple of options on what you can use, but chief among them are a photo of yourself or a branded logo. Your choice has to do with your goals both with their own pros and cons.
Photo
A photo—professional or otherwise—is the most common choice for authors especially those who want to establish a personal connection with their readers. It’s good for networking, building trust and creating a sense of relatability.
On the other hand, it might not be ideal if you’re using a penname and want to stay anonymous. It might also not be as recognizable as a logo.
If you do want to go with a photo, remember to pick a high-quality image with good lighting.
Logo
A logo is a great option if you want either a more business-focused persona, your books are marketed under a pseudonym, or your working in a multi-author collaboration.
Logos can give you a professional and polished look while maintaining privacy, but it can make readers feel less of a personal connection compared to a face.
If you go with a logo, make sure it’s readable while using colors and fonts that match your brand.
Write an Engaging Author Bio
Your bio is one of the first things prospective readers will notice, so let’s make it clear and compelling.
If you’re wondering what to include, you might consider:
- Who are you?
- What do you do? What do you write?
- Describe your personality or a fun fact.
- Include a call-to-action.
Take a look at authors in your genre or niche. How are they presenting themselves? Don’t copy, of course, but it’s fine to draw inspiration.
Just remember to keep it concise and skimmable—you only have 150 characters.
Add a Website Link
Instagram, like most platforms, allows only one hyperlink in your bio, so use it strategically.
This could be your author website—best for long-term branding—or your Amazon on book sales page. It could even be a newsletter sign up.
If you have multiple links, however, or even multiple books, then consider using a simple landing page like Carrd or Linktree. This way you can neatly present everything in your aesthetic.
Enable a Professional Account
You’re going to want to see insights and analytics as well as unlock advertising features at some point, so be sure to switch to a Professional or Creator Account.
Step #1: Go to Settings → Account → Switch to Professional Account
Step #2: Select “Creator” or “Business”
For authors, generally “Creator” is the best, but it’s up to you.
Step #3: Choose a Category
For example, this could be “Writer” or “Author” or even “Public Figure.”
Step #4: Link Your Facebook Page
This is optional, but recommended as if you deploy ads you’ll be doing it directly through Meta’s Ad manager through your Facebook account.
Using Instagram Organically
Types of Content
There are different types of content that you can post on Instagram. Let’s start by breaking them down.
Static Images
This is a single image post that appears on your feed and grid.
The dimensions used to be a square, but have recently changed to a 4:5 ratio. The optimal image size is now 1080 x 1350 pixels.
These kinds of posts might include book covers, quotes, or announcements.
Carousels
These are multiple images or videos in a single post. You can have up to ten slides.
Carousels are great for storytelling. For example, you can have multiple quotes or character introductions told in slides.
Reels
This is a short engaging video of under 90-seconds. It’s basically Instagram’s response to TikTok.
They follow a 9:16 ratio, so the optimal dimensions are 1080 x 1920 pixels.
These are great for book trailers or author Q&A sessions.
Stories
This is a temporary post that disappears after 24 hours (unless saved in highlights).
They also follow a 9:16 ratio, so the optimal dimensions are once again 1080 x 1920 pixels.
Stories are great for quick updates like your current word count or progress.
Tip: “Allow Resharing” in your settings so your audience can share your stories.
Highlights
These are a permanent collection of stories that appear right under your bio. Unlike regular stories—which disappear in a day—highlights stay on your profile until you delete them.
They’re great for organizing important information like making it easy for readers to find key information.
Tip: Custom covers make all the difference in making your profile look more polished. To do this, you can create a simple 1080 x 1920-pixel image in Canva with symbols or text in your branded colors.
Live
This is video streaming in real time.
Going live is great for book launch parties, readings, and discussions.
Captions
Captions are text that accompany posts. They add context, storytelling, and calls-to-action.
Don’t sleep on these, because a good caption can help followers connect better with your post and boost engagement (whether that be likes, comments or shares). This, in turn, can increase visibility because all social media platforms favor posts with high engagement.
Generally, longer captions work better for storytelling while shorter captions work better for memes and reels.
Hashtags
Hashtags (#) categorize your content so the right people can find it. They also make posts more discoverable to non-followers, which is very important when starting out.
Instagram allows up to 30 hashtags per post, but generally using about 8-15 is ideal.
Tip: You can put hashtags in the post itself or in the first comment to keep your captions clean. Also, avoid using the exact same hashtags in every post as Instagram might flag you as spamming.
Conclusion
Instagram is a powerful way for self-published authors to connect with their readers, promote their books, and grow an engaged audience. To maximize success, however, it’s important to approach strategically—blending organic engagement with paid tactics.
Success likely won’t happen overnight, but require consistent effort, experimentation, and a willingness to adapt. By building an engaged organic audience and using paid advertising, however, you can turn Instagram into a valuable marketing tool that helps sell more books, grow your readership, and establish a lasting author brand.