Has your publisher or publicist asked you to dive into social media? No idea where to start? This blog post will guide you through the process of selecting the most effective social media channels to promote your book successfully.
Many authors make the mistake of thinking that they need to be on every social media platform. But just like most things in life, it’s about quality, not quantity. There’s no point having an account on every platform if you can’t keep up with all of them. It is much better to use one or two channels effectively than have dormant or out of date profiles on all channels.
So, while social media is an invaluable tool for authors to promote their books and connect with their target audience, it’s crucial to choose the channels that align with your book’s genre, target readers, and marketing goals.
The five key things to consider when choosing which social media channels you will show up on include defining your target audience (aka know your reader!), understanding the particular platform’s features and demographics, doing your research, realistically assessing the time and resources you can devote to your social presence, and taking the time to look at and understand your analytics.
1. Define your target audience
Much like before you begin pitching your book to agents or publishers, you need to understand what genre(s) the book fits into, where it will sit in the bookstore, and who your ideal reader is. Before diving into social media promotion, it is also essential to have a clear understanding of your audience. Consider factors such as gender, age group, interests, browsing/buying/reading behaviour (what sorts of magazines do they read? how do they consume media? do they read ebooks or hardcopies?), and preferred social media platforms.
Identifying your ideal readership will help you focus your efforts and select the platforms where they are most active.
2. Understand platform features and demographics
Different social media platforms have distinct features, user demographics, and content formats. Familiarise yourself with each platform to ensure your book promotion aligns with the strengths of each platform – play to your own strengths as well as the interests of your target readers.
Here are some popular platforms and their key features and demographics:
A versatile platform with a broad user base, making it suitable for various book genres. Use Facebook Pages, groups, and paid ads to engage with readers and run targeted campaigns. It is the most popular platform for those aged 35-44. You can easily create an author page on facebook that is separate from your personal, private account.
Used by more than a billion people every month, Instagram is the ideal platform for appealing imagery. Leverage hashtags, captivating visuals, Instagram S tories, and collaborations with influencers or bookstagrammers. Instagram has a thriving book community while allowing you to use both video and photography – but be aware that Instagram is actively pushing video, so in order to grow your account you will generally need to create at least some video content. The audience is mostly Millenials and Gen Z, so skews slightly younger than Facebook.
Known for its real-time engagement and conversational nature, twitter is most popular with those between 25 and 34. Use hashtags, participate in writing or book-related chats, engage with readers, and share updates about your book. The conversational nature of the platform means you are more likely to engage with your readers, but with this also comes negative comments. The book community is very active on twitter and usually very welcoming, but tread carefully.
Best for non-fiction authors or books targeting professionals. Utilise LinkedIn Articles (repurpose your blog posts!), join writing or publishing groups, and connect with industry influencers and potential readers.
Goodreads
A platform exclusively for book lovers. Create an author profile, engage in discussions, join relevant groups, and leverage book giveaways or promotions.
TikTok and YouTube
Video-based platforms that work well for engaging visual content, book trailers, author interviews, and behind-the-scenes glimpses. The book community on TikTok is very powerful (you have probably heard of it before now: #BookTok), but TikTok and Instagram work well together as you can repurpose your content for both platforms – but don’t make the rookie mistake of posting TikTok videos straight to Instagram with the watermark still on the video. Over half TikTok’s audience is between the ages of 18 to 34.
3. Research competitors and influencers
Which platforms do successful authors in your genre use? What kinds of content do they post? Identify the platforms where similar authors have a significant presence and engage with their audience. It is worth paying more attention to up-and-coming or recent breakout authors in your genre than the long established stalwarts, as the newer authors have likely dedicated time to their social platforms to build their audience.
Additionally, discover influencers or bloggers in your niche who can help amplify your book’s visibility through collaborations or shoutouts. They are also a great source of inspiration for the kinds of book-specific content you can create for yourself.
4. Assess time and resource commitment
Managing social media accounts requires time and effort. Consider your available resources, including the time you can dedicate to maintaining a strong online presence – and be realistic. It’s better to have a consistent presence on a few platforms rather than spreading yourself thin across multiple channels. Also consider whether you are willing to appear on-camera or not. If you are looking to amplify your reach but not willing to get in front of a camera, it is probably best to stay away from Instagram/TikTok/YouTube.
5. Test and measure results
I know this is going to put a few people off – many authors don’t want to be so calculating and strategic with how they show up online. But those of you who go the extra mile will see better results.
After selecting your preferred social media channels, develop a content strategy tailored to each platform’s requirements and strengths. Experiment with various types of content, engagement tactics, and posting schedules. Regularly track your performance metrics, such as engagement rates, follower growth, and website traffic, to evaluate the effectiveness of each channel. Adjust your approach accordingly to optimise results.
Promoting your book through social media can significantly enhance your reach and engagement with potential readers. By defining your target audience, understanding platform features, and considering your available resources, you can strategically choose the social media channels that align with your book’s genre, community, and marketing objectives. Continuously evaluate your performance and adapt your strategy as needed to maximise the impact of your book promotion efforts.
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