The journalists recalls how she researched a story about fashion influencers; “The ‘it girls’ of Instagram”.“They spoke more like business women than true lovers of fashion and bragged about their ability to command lucrative deals and around the world trips from brands,” she says.

Bookstagrammers, in contrast, she says, “do this because they love books”.

“Unlike their ‘influencer’ counterparts in the fashion and wellness spaces, they're not getting paid big bucks by brands with deep pockets. Sometimes they'll get an early review copy of a book, but they're often funding their reading habits on their own and running their blogs and accounts on the side.”

Bookstagrammers: the unique Insta tribe keeping it real on social media