Estimated reading time: 7 minutes
Like it or not, social media has become an indispensable tool for writers and authors who want to connect with their audience, build their brand, and promote their work. With billions of daily users across various platforms like Facebook, TikTok, and Instagram, mastering social media as a writer is essential when you want to thrive in today’s digital landscape.
Why social media matters for authors
In a world inundated with content, standing out as a writer can be challenging — especially if you are an independent author trying to compete with traditionally published writers who have huge marketing departments behind them.
That’s why many indie authors have turned to social media. These platforms offer you a unique opportunity to showcase your personality, engage directly with your readers, and establish a loyal fan base. If you can build a robust online presence, this will not only help you connect with your target audience, but it can also open doors to networking opportunities, collaborations, and book sales.
Luckily, you don’t have to be a social media marketing guru to create good book marketing content. Let’s dive into some strategies to elevate your author platform while creating authentic and engaging content for your fans.
What is the best social platform for authors?
Each social media platform has its own strengths and caters to different demographics. Understanding the nuances of each platform and tailoring your approach can significantly enhance your social media strategy.
With over 2.8 billion monthly active users, Facebook remains a powerhouse for authors. Although you can certainly market your books from your personal page, we recommend creating a dedicated author page, as it’s against Facebook’s terms of service to conduct business via your personal page. Facebook is great for hosting live Q&A sessions and joining writer groups to network with fellow authors and potential readers. Facebook’s demographics tend to skew older, so if that’s your target audience, then Facebook is where you need to be.
Neil Gaiman’s Facebook page is engaging and fun.
TikTok
As I write this, there is a potential ban being discussed in the Senate, so who knows if TikTok will still be around by the time you read this. But assuming it doesn’t get banned, TikTok is an amazing social media platform for writers. Its skyrocketing popularity among younger audiences presents an exciting opportunity for authors to showcase their creativity and personality in short-form videos.
If you want to know how to market a book on social media, TikTok has a lot of content from self-published authors like yourself. Experiment with trends, share snippets of your writing process, and participate in challenges to captivate TikTok users and drive engagement. Of all the platforms we’ve covered, TikTok’s users skew the youngest, so if you write YA novels, you need to be on TikTok.
If you are looking for inspiration, John Green has a great presence on TikTok.
As a visually driven platform, Instagram is perfect for showcasing your creative process (especially if you are an illustrator). Show off your book covers and offer behind-the-scenes glimpses into your life as a writer. Be sure to use stories for interactive content, collaborate with Bookstagrammers for reviews and shoutouts, and engage with your audience through polls and Q&A sessions.
Illustrator Darren Farrell and author A.E. Kincaid shows us how to do Instagram right.
YouTube
Video content has become increasingly popular, and YouTube offers authors a platform to share book trailers, author interviews, and writing tips. Consistency is key on YouTube, so commit to a regular upload schedule, engage with your viewers through comments, and leverage SEO techniques to increase discoverability.
Author Brandon Sanderson is killing it on YouTube.
Goodreads
Goodreads is a haven for book lovers and offers authors a dedicated space to connect with readers, host giveaways, and participate in forums. Encourage your readers to leave reviews, join book clubs related to your genre, and utilize Goodreads ads to reach a wider audience. Goodreads has a robust advertising feature that allows you to not only target your readers, but the readers of other authors.
Author Caimh McDonnell has a fantastic Goodreads page.
Pinterest is a treasure trove of inspiration for writers, with countless boards dedicated to writing prompts, character development, and plot ideas. Create visually appealing pins showcasing your books, writing tips, and favorite reads, and join group boards to expand your reach within the writing community.
Sylvia Day’s Pinterest page is a thing of beauty.
X (Twitter)
X has been going through a bit of a crisis lately, but there are a ton of daily users, and the publishing industry still largely hangs out on Twitter. The site’s fast-paced nature makes it ideal for engaging in real-time conversations, sharing bite-sized updates, participating in writing challenges like #NaNoWriMo, and connecting with influencers and literary agents. Be sure to use hashtags relevant to your genre to help boost your visibility and attract followers.
BlueSky
If you are looking for a Twitter alternative, check out BlueSky, which offers many of the same features but without all the recent drama on Twitter. Authors Katie Mack, George Penney, and John Scalzi are tearing it up on BlueSky.
Author-specific platforms
Explore platforms like Wattpad and Inkitt. These platforms can be invaluable for authors looking to connect with beta readers, gain feedback on their work, and build anticipation for upcoming releases.
How many social media platforms should I be on?
We recommend being on all of them, but focusing your energy on one. Otherwise, you’ll be spending all your time marketing and none of your time writing. On the other hand, if you were to focus on a site like TikTok, for example, you could easily re-use that same content on Instagram, Facebook, and YouTube. That way, you can keep up your presence on four platforms while only really having to really focus on one.
Which social media platform should I focus on?
The first thing to consider is to focus on the platform where your readers are, but at the end of the day, it’s just as important to choose the platform that most allows you to be your true self. If you think you should be on one, but you are struggling to create content that feels natural and also resonates with users, then consider trying your luck on another platform.
I have tried again and again to create content for Instagram, but nothing I do there seems to move the needle. On the other hand, the moment I joined TikTok, I started to get results. So, my advice is to try several different platforms and see which one works.
Optimizing Your Social Media Presence: 5 Tips
- Content is king: Focus on creating high-quality, engaging content that resonates with your audience, whether it’s captivating storytelling, insightful writing advice, or engaging multimedia posts. The most important tip is to be yourself.
- Scheduling and automation: Use tools like Hootsuite or Buffer to schedule your posts in advance and maintain a consistent presence on social media without being overwhelmed by daily tasks.
- Analytics and insights: Regularly analyze your social media metrics to understand what content performs best, when your audience is most active, and adjust your strategy accordingly to maximize engagement.
- Building relationships: Social media is about more than self-promotion; it’s about building genuine connections with your audience and fellow authors. Take the time to respond to comments, participate in discussions, and support other writers in your community to foster a positive social network.
- Paid advertising: While organic reach is important, consider investing in paid advertising on platforms like Facebook, Instagram, and Goodreads to target specific demographics, promote book launches, and increase your visibility to potential readers.
Social media is a must-have marketing strategy
Social media can offer you an unparalleled opportunity to amplify your voice, connect with readers, and elevate your writing career to new heights. By understanding the unique strengths of each platform and implementing effective strategies, you can harness the power of social media to build your brand and achieve your literary aspirations.
BookBaby offers extensive book marketing services for self-published authors. We can help you craft a successful social media strategy that can attract new fans and increase your exposure online. Reach out to our experts today!
