Both social media marketing and the digital activity of Instagram influencers have transformed the virtual landscape of book promotion. In other words, the growth of the #bookstagram community has given the entire publishing industry the opportunity to interact with potential readers and, by extension, increase product visibility through the social media platform Instagram. With this in mind, the present study aims to deepen the importance of promotion techniques within bookstagram and, moreover, to portray the modern methods implemented as central pillars in 21st century marketing strategies. Therefore, the paper investigates the broad spectrum of online approaches accessible to book influencers in the field of social media marketing through qualitative research, with in-depth interviews as the research method. As promotion can be achieved through a number of valuable techniques, the research focuses on highlighting the bookstagram tour, but also other equally effective strategies in terms of expanding the target audience and maximizing interactions. Moreover, there is the approach of types of posts, the involvement of awards or even touching on divergent topics of the books. Thus, by examining the phenomenon present in social media – influencer marketing and their methods of attracting consumer attention, the paper helps to build on the literature and offers new insights for both publishers and influencers. In particular, the research contributes to the evolving information on influencer marketing and highlights the importance of incorporating social media into marketing strategies to keep the online landscape current and dynamic.