The purpose of this study is to investigate and analyse why and how readers on Bookstagram share their reading interest and experiences on the platform, also how Bookstagram contributes toward the users soacial life. This can provide new knowledge to librarians and their work on reading promotion and use of the platform. The objective of the study will be reached by answering the following research questions: 1. Why and how do people use Bookstagram to share their interest in reading and books? 2. What and how do Bookstagram contribute to the readers social community?. The theoretical framework is based on Bronwen Thomas (2020, 2021) concept of the visual turn and the act of reading, and Elizabeth Longs (2003) theory about reading as a social activity. The study was conducted using semi-structured interviews with five informants via Zoom. The study’s conclusions are that the users of Bookstagram devote their time on the platform because they want a place for their creative outlet and because they want a place to connect with other readers and discuss reading and life.