Pore structure in shale controls the gas storage mechanism and gas transport behaviors. Since nanoscale pores in shale matrix have fractal characteristics, fractal theory can be used to study its structure. In addition, fractal method has its own advantages to investigate nanopores in shale, especially for the heterogeneity and irregularity of nanopores in shale. In this work, fractal features of nanoscale pores and the implication on methane adsorption capacity of shale were investigated by employing low pressure nitrogen adsorption, scanning electron microscopy (SEM), and methane adsorption experiments. Frenkel–Halsey–Hill (FHH) model was also used to calculate the fractal parameters of nanoscale pores in shale. The results showed that nanoscale pores in 12 shale samples have obvious fractal features. All the fractal curves of these shale samples can be divided into two segments, which are cut off by [Formula: see text], and the fractal dimensions of these two segments vary from 2.48 to 2.92 [Formula: see text] and 2.42 to 2.80 [Formula: see text], respectively. Based on SEM images, it is found that self-similarity of organic pore systems in shales refers to two aspects. One is that relatively large-scale and small-scale pores have similar formation properties and types, which are of elliptical shape with rough surface. The other is that some small-scale pores are formed by rough surface of relatively large pores. The results also demonstrate that methane adsorption capacity of shale samples increase with increasing total organic carbon (TOC) contents. This is mainly because organic matter is rich in pores and has relatively large fractal dimension values. Larger fractal dimensions indicate rougher pore surfaces and could form more small-scale organic pores. These organic pores would provide more space for methane adsorption.