Strategy report · Updated Aug 28, 2026
What's working for @foliosociety on Instagram.
The Folio Society
389K followers · 4.4K posts
“We are a unique and proudly independent publisher, creating beautiful books for over 75 years. Made for book lovers, by book lovers.”
Engagement rate
0.63%
Per post, last 90 days
Posts per week
2.3
Niche avg 5.0
Average likes
1.8K
640 avg comments
Post mix
Last 90 days · 4,381 posts indexed
01
Top-performing posts
The three posts pulling the most engagement in the last 90 days.
reel 4.52% engagedUPDATE: GIVEAWAY IS NOW CLOSED. Win our sold-out Limited Edition of A Game of Thrones by George R. R. Martin (@grrm_nm). 🐉 To celebrate 30 years since the publication of the novel that began the saga, we’re giving one lucky fan the chance to win a lettered edition. Bound in dragon skin leather and featuring real gold detailing, bespoke endpapers and a linen-backed map of Westeros, this is a volume worthy of the Iron Throne. To enter: 🐉 Like this post 🐉 Tag a friend who is a Westeros fan 🐉 Follow @foliosociety Entries close at midnight on 24 August (UK time). Full terms and conditions are available on our website. Good luck!
carousel 4.10% engagedUPDATE: GIVEAWAY IS NOW CLOSED. The Iron Throne is still within reach... 🐉 There’s still time to win a lettered edition of our sold-out Limited Edition of A Game of Thrones, signed by George R. R. Martin (@grrm_nm). To enter: 🐉 Like this post 🐉 Tag a fellow Westeros fan 🐉 Follow @foliosociety Entries close at midnight on 24 August, UK time. Full terms and conditions are available on our website. Good luck!
reel 1.74% engagedUPDATE: GIVEAWAY IS NOW CLOSED. One final chance to claim the Iron Throne... 🐉 Win a lettered edition of our sold-out Limited Edition of George R. R. Martin’s (@grrm_nm) A Game of Thrones, signed by the author himself. To enter: 🐉 Like this post 🐉 Tag a fellow Westeros fan 🐉 Follow @foliosociety The battle ends at midnight on 24 August, UK time. Full terms and conditions are available on our website. Good luck!
02
Content pillars
AI-clustered themes the account posts about, with example posts pulled live from Instagram.
03
Posting rhythm
Cadence and timing patterns over the last 12 weeks.
2.3 posts/week
Niche benchmark · 5.0/week
Best days
Saturday · Friday · Sunday
Best hours
4-6pm · 7-9pm
04
Signature hooks
Caption patterns the account reuses across high-performing posts.
Win [prize]. To enter: Like this post, Tag [friend], Follow @foliosociety
Used 3×
Win a lettered edition of our sold-out Limited Edition of George R. R. Martin’s (@grrm_nm) A Game of Thrones, signed by the author himself. To enter: 🐉 Like this post 🐉 Tag a fellow Westeros fan
There’s still time to win a lettered edition of our sold-out Limited Edition of A Game of Thrones, signed by George R. R. Martin (@grrm_nm). To enter: 🐉 Like this post 🐉 Tag a fellow Westeros fan
To celebrate 30 years since the publication of the novel that began the saga, we’re giving one lucky fan the chance to win a lettered edition. Bound in dragon skin leather... To enter: 🐉 Like this post 🐉 Tag a friend
[Num] copies of [book] signed/limited are now available!
Used 4×
100 copies of The Starless Sea signed by Erin Morgenstern (@erinmorgenstern) are now available! ✨
Our Limited Edition of Iain Banks’s The Wasp Factory is now available. Enter Frank Cauldhame’s isolated world... Limited to 500 copies.
[Question]? [Book teaser with emoji and illustrator]
Used 5×
What if a book held a story from your own life? ✨ 100 copies of The Starless Sea signed by the author are coming!
Every revolution begins with a promise... 🐷 As Animal Farm marks 81 years since publication, unbox George Orwell’s enduring fable
Who would you trust with English magic?
[Time] until [launch/teaser]...
Used 3×
In 48 hours, we reveal the stories taking over your shelves this September.
24 hours until you enter Frank Cauldhame's world... 🐝 Only 500 copies
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Strategy summary
What's working, what to fix, and what to ship next.
TL;DR
Giveaways are the engagement rocket fuel, with post 27 hitting 9403 likes and 8197 comments from simple like-tag-follow mechanics, dwarfing standard book posts at under 3000 likes. At 2.3 posts/week, Folio underposts for its 389k followers, leaking growth while limited editions like post 2 (626 likes) tease scarcity without conversion pushes. Lean into proven visuals of bindings and art to pair with urgency hooks. Tripling cadence to 5 posts/week blending giveaways (15% mix) and features (35%) could double reach, turning shelf porn into sales.
Working
5- Giveaways explode interaction, post 27 with 9403 likes from tags.
- Limited edition scarcity hooks like post 22 build waitlists effectively.
- Illustrator credits and visuals in features drive saves on posts 0-29.
- Reels outperform with motion on book unboxings, post 12 at 3087 likes.
- Seasonal collections tease volume, post 3 with 2309 likes.
Risks
5- Boost posting from 2.3 to 5 per week to match niche benchmarks.
- Add stronger CTAs beyond bio links in 70% of posts.
- Reduce teaser posts that lack direct scarcity cues.
- Diversify beyond Game of Thrones repeats for broader appeal.
- Shorten captions on low-engagement previews like post 10.
Ship next
5- Run weekly giveaways tied to new releases to sustain engagement peaks.
- Increase posts to 5 per week focusing on high-performers like limited editions.
- Test carousel formats for collection previews with swipe-through reveals.
- Launch creator circle exclusives to convert followers to buyers.
- Analyze comments on top posts for user-requested titles.
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