God that thing of her not actually promoting her actual recipes on social media is such a tell, isn't it? If you look at the feeds of Nigella, That Man, lovely Nadiya, Ruby Tandoh, etc it's recipes cooking baking recipes all the way down, with some occasional family / promo / charity stuff. Like: eyes on the prize, they know how to use social media, how to protect their personal life whilst being professional. I remember someone somewhere on the hellsite pointing out, re JM, that you can either use social media for messy personal stuff or you can use it for professional self-promotion and networking, but you can't do both.
Edit: have just looked at her IG and in fairness, there are more of the usual recipes/kitchen photos/etc there, but nothing recent which is VERY STRANGE for someone allegedly trying to sell their cookbook?