Beyond the Scroll: How Social Media Fits Into Your Author Funnel
If you're wondering how to find more readers with Instagram—or how to actually sell books using social media—you're not alone. For authors, especially those building an independent or self-published career, Instagram is one of the most accessible top-of-funnel tools. But if you’re only posting aesthetic reels and hoping for instant sales, you might be missing the bigger picture.
Let’s walk through how to use Instagram (and other social platforms) in a way that actually helps you build a strong reader base, boost book sales, and grow an author brand that lasts.
Social Media as a Top-of-Funnel Tool
Social media platforms—Instagram in particular—are powerful top-of-funnel strategies. That means they're your readers’ first point of contact with your author brand. Think of them as the welcome mat, not the entire house.
Using social media the right way helps:
Attract new readers
Test your brand voice and visuals
Build trust through consistency
Start conversations and connections
But here’s the secret: social media isn’t where you sell. It’s how you invite people to get closer to your work—whether that’s a free short story, a newsletter, or a reader magnet.
Why Social Media is a Great Starting Point
For many authors, social media is the first place they begin marketing their books because:
It’s free
It’s visual
It gives immediate feedback
It doesn’t require a ton of tech setup
That makes it an incredible place to experiment. You can test content styles, captions, tone, and imagery—and find out what resonates with your ideal reader before launching a full website or marketing funnel.
Just don’t let it become your only strategy.
What Authors Should Actually Be Doing on Instagram
If you're trying to figure out how to find more readers with Instagram or how to sell books on Instagram, start by shifting your goal.
Your goal is to move people from scrolling to subscribing or clicking. That means:
Sharing content that connects emotionally (aka: emotional marketing!)
Adding value with writing tips, behind-the-scenes peeks, or personal updates
Encouraging readers to save your posts, reply to your stories, or join your list
Reels, carousels, and stories are all tools that help build trust, not just traction.
Common Mistakes I See Authors Make
Posting without a purpose. If you don’t know what action you want a reader to take, they won’t know either.
Focusing only on likes and follows. Engagement doesn’t always equal sales. Focus on the quality of connections.
Not leading followers anywhere. You need a middle-of-funnel strategy: a newsletter sign-up, freebie, waitlist, or community.
Trying to be everywhere. You don’t need every social platform. Start with one that feels sustainable for you.
Turning Instagram into a Sales Strategy
So how do you actually sell books on Instagram?
Create content that builds anticipation. Think: cover reveals, mood boards, early access scenes, character playlists.
Make your link in bio work hard. Use tools like Linktree or a dedicated landing page to drive people to your newsletter or preorders.
Use stories for personal connection. Share your writing progress, celebrate small wins, and connect authentically.
Use your captions to nurture. Longer captions that reflect your voice and speak to your ideal reader help deepen interest.
Remember: You don’t need to be “viral”—you need to be consistent.
What Happens After They Follow You?
Social media should lead to your middle-of-funnel: your email list, reader magnet, or a private community like your Facebook group or paid membership.
That’s where the nurturing happens. You don’t have to sell your book in every post—you’re leading people into a relationship with your work. Then, when you do have something to sell, they’re already warmed up and ready to support.
The Best Type of Content for New Authors
If you’re just starting out, you don’t need fancy graphics or a million curated photos. Focus on:
Who you are
What you write
Who it’s for
How they can connect with you
That could look like:
A carousel introducing you and your genre
A reel with your book aesthetic
A post sharing why you write what you write
All roads should lead to a clickable link (newsletter, reader magnet, or book).
Your goal with social media isn’t to go viral—it’s to guide readers into a deeper connection with your work.
Don’t Let It Drain You
It’s easy to burn out when trying to keep up with social trends. But social media is a tool, not your whole job. It’s okay to take breaks, change direction, or decide what works best for you.
Use social media as a place to play, connect, and test. Then move those connections into spaces where you can deepen the relationship.
Whether you’re building your author career one reel at a time or just learning how to talk about your book, remember: visibility is a skill, not a personality trait.
You can learn this. You don’t have to go it alone. And I’m here to help.
Not interested in social media marketing? Try out other top-of-funnel strategies I share in my free guide: Beyond Social Media: Smart Marketing Strategies for Authors.
P.S. Letters From Story Flow is your bi-weekly resource for authors who are ready to grow their careers with clarity and ease—without relying on hustle-heavy strategies that don’t feel like you.
If you're ready to build a sustainable author business, connect with readers, and get expert guidance that actually meets you where you are, click here to join me!