What is Bookstagrammers

The Bookstagrammers use Instagram to post about their life as avid readers and regard themselves as social media influencers (SMIs) for books. Creating a personal brand helps influencers differentiate themselves from other users. Similarly, Bookstagrammers have made a place for themselves as book influencers in this growing SMI market. Since Bookstagrammers have the potential to influence the publishing industry's sales, creating a personal brand plays a significant role in their career as an influencer. Some Bookstagrammers have successfully created their personal brand by posting book-related and reader-centric content on Instagram and are followed by a niche audience of readers. This study conducted content analysis on India's two most popular Bookstagrammers, and discusses their personal branding strategies. The results showcase 8 broad categories of content shared by the Bookstagrammer that are mapped to three elements of personal branding: brand identity, brand positioning, and brand image, showing how social media fuels the youth's creativity to as SMIs.