Do Pagan Authors Need Instagram to Promote Books?

PWC on Instagram

In today’s publishing world, authors often feel pressure to maintain an online presence. Social media, particularly Instagram, has become one of the most popular ways for writers to promote their work, connect with readers, and build community. But when it comes to Pagan authors - those whose work explores spirituality, folklore, and magical practice - the question becomes more nuanced. Do Pagan authors really need Instagram to successfully promote their books, or are there other paths better aligned with the nature of their work?

The Case for Instagram

Instagram thrives on aesthetics. It’s a visual platform, filled with curated images, quotes, reels, and behind-the-scenes snapshots. For Pagan authors, this can be an advantage. Pagan spirituality is often deeply tied to visual symbolism - altars, ritual tools, nature, tarot cards, runes, seasonal festivals, and the beauty of the natural world. A well-curated Instagram account can be an extension of an author’s voice, a living grimoire of sorts that shares their perspective in a visually appealing way.

Readers are also on Instagram. Many people interested in Paganism, witchcraft, and related practices follow hashtags like #witchtok, #pagancommunity, #occultbooks, or #witchyaesthetic. By engaging with these audiences, authors can reach readers who might not otherwise discover their books. Instagram also gives authors a space to collaborate with others, such as book bloggers, witchy influencers, or small Pagan publishers. In this sense, it can act as a digital word-of-mouth network.

The Challenges of Instagram

However, Instagram is not without its downsides. It is a highly competitive, fast-moving platform that rewards constant posting and algorithm-friendly content. For writers who value deep reflection and time away from screens, keeping up with Instagram can feel draining or even antithetical to their practice. Pagan authors, in particular, may worry that the platform’s emphasis on surface-level aesthetics undermines the deeper, lived experience of their spirituality.

There is also the question of authenticity. Many Pagan practitioners value sincerity, groundedness, and community-based knowledge. The polished, market-driven nature of Instagram can sometimes clash with these values. Authors may feel pressured to perform spirituality in a way that fits trends, rather than exploring their path in a genuine and organic manner.

Alternatives and Complements

The good news is that Instagram is not the only option. Pagan authors can reach readers through blogs, podcasts, newsletters, or even local in-person events like bookshops, festivals, and Pagan gatherings. Many Pagan readers appreciate more thoughtful, long-form content than Instagram typically allows. A well-written blog post or podcast episode can build lasting connections in a way that a fleeting reel may not.

Moreover, Pagan communities often thrive in spaces that encourage depth of discussion - forums, Discord servers, or even private mailing lists. These platforms allow authors to cultivate relationships without the pressure of chasing likes or views.

Conclusion

So, do Pagan authors need Instagram to promote their books? The answer is no - but it can be useful. Instagram is a tool, not a requirement. For authors who enjoy visual storytelling and quick engagement, it can be a powerful ally. For those who prefer slower, more grounded forms of connection, other platforms may serve better. The key is alignment: choosing the spaces that resonate with your values, your audience, and your practice.

After all, the most compelling promotion is authenticity. Whether that happens through an Instagram feed, a monthly newsletter, or a conversation at a Pagan moot, the heart of the work remains the same - sharing words that inspire, teach, and connect.

If you're a Pagan author on Instagram, let us know whether you think it's been helpful in the comments below?