How to sell your children's book on Instagram?

Instagram for selling a children's book: does it actually work?

Yes, it really does. Instagram is probably the most powerful platform for an independent children's book author — as long as you know how to use it. Children's books are inherently visual, parents are hugely present on the platform, and the algorithm loves content that sparks emotion.

You don't need thousands of followers to make sales. Self-published authors generate several hundred sales a year with fewer than 1,000 followers, simply by posting consistently and with purpose.

Set up a trustworthy profile in 5 minutes

Before you post anything, get your profile set up properly. It's the first thing someone sees when they click on your name.

Profile photo: a real photo of you, or your book cover (avoid generic logos)
Bio: clearly state what you do. For example: "I write illustrated books for ages 2–6. My latest book available in stock or online 👇"
Link: use Linktree, or simply a direct link to your order page, your Amazon KDP listing, or MakerBook

A vague bio like "passionate author" won't convert anyone. Be direct, concrete, and actionable.

What to post — and what to avoid

The classic mistake: posting only your book cover with the caption "available now." Result: zero engagement, zero sales.

Here's what actually works on Instagram:

Show the behind the scenes. A photo of you re-reading your manuscript, a handwritten extract, an illustration in progress — this kind of content humanizes your project and creates a real connection with your audience. Share excerpts. An open double page, a beautiful illustration with a line of text overlaid. People want to see what they're buying. Tell the story of why you wrote the book. "I created this story because my daughter was afraid of the dark and I couldn't find a single book that really spoke to her." This kind of post generates comments, shares, and direct sales. Show real readers. A child reading your book with wide eyes — that's the best advertising in the world. Ask your first buyers to send you a photo.

What to avoid: overly "salesy" posts, captions that are too long, and random hashtag dumps (#book #kids #love #family #happiness — they do nothing for you).

Reels change everything

Since 2022, Reels have exploded organic reach on Instagram. A well-made Reel can reach 10 times more people than a regular post — without spending a cent.

Here are some Reel ideas that work well for children's book authors:

Quick page flip: film your book's pages with soft background music, 15–20 seconds, ending on the cover. Simple, effective, and very shareable.
Before/after: show your raw text, then the final illustrated page. People love seeing the transformation.
A child's reaction: film (with the parents' permission) a child discovering the book for the first time. These videos regularly rack up tens of thousands of views.
Creative process: if you use a tool like MakerBook to generate illustrations, show the steps — from idea to printed page. It's fascinating for anyone who never imagined they could create a book.

No professional equipment needed. Natural lighting and your phone are all it takes.

Hashtags: stop using them randomly

Hashtags still work, just differently. Forget ultra-generic hashtags with 50 million posts — your content will be buried within seconds.

Aim for niche, moderately competitive hashtags:

#childrensbooks / #kidsbooks / #picturebook
#indieauthor / #selfpublishing / #personalizedbook
#kidsgift / #giftidea / #uniquegift
#parentingreads / #booksforchildren

5 to 10 well-chosen hashtags beat 30 random ones every time.

Sell directly through Instagram Shopping

If you sell your book online (through your own site, MakerBook, or a Shopify store), you can activate Instagram Shopping and tag your book directly in your posts and Reels.

The result: a "View product" button appears on your publication, and the user can buy in two clicks without leaving the app.

It takes about an hour to set up and can significantly boost your conversion rate.

Consistency beats perfection

3 intentional posts a week > 10 posts in a flurry, then 3 weeks of silence.

Instagram rewards consistency. Its algorithm favors active, reliable accounts. Set a pace you can actually stick to: even 2 posts a week is enough if you keep it up for 3 months.

Your audience will take time to grow. But every follower you earn through genuine content is a potential buyer — or someone who'll gift your book to a friend.

If you don't have a book to share yet, now is the perfect time to create one. Find out how it works on MakerBook — and share the process live on Instagram. The community loves following a project from start to finish.

To go further on selling your books, also check out the complete guide to selling children's books.

Frequently asked questions

Can you really sell books on Instagram without many followers?

Yes. The size of your audience matters less than its quality. Many self-published authors sell regularly with 500 to 2,000 well-targeted followers. The engagement and trust you build with your community count for far more than raw numbers.

Should you use a professional or personal account to sell your book?

Switch to a Creator or Professional account — it's free. You'll get access to post analytics so you can see what's working, and you'll be able to activate Instagram Shopping if you sell online.

How long before you see sales through Instagram?

Be honest with yourself: the first sales through Instagram rarely come before 4 to 8 weeks of regular posting. It's a channel that builds over time. Authors who give up after 2 weeks miss out on the moment things start to click.

Is Instagram or TikTok better for selling a children's book?

Both have their strengths. Instagram is stronger for direct sales and building a relationship with a parent audience. TikTok generates more organic reach quickly, but its audience skews younger and is less in buying mode. If you have to choose, start with Instagram.