In the pace of today's digital world, authors face an even harder time getting noticed in crowded online spaces. There are (literally) millions of books published every year. How does one stand out above the noise? Well, it used to be an easy answer: social media. Or rather, meeting people in their own spaces - something social media used to be great at doing.
But when everyone is doing it, and there are more ads than organic content, is it still the best way to reach readers?
Today, we'll take a look at whether or not social media is still the best tool for book marketing.
The Rise of the Oversaturated Market
With increases in widely available self-publishing platforms like IngramSpark and Amazon Kindle Direct Publishing, it's never been easier to publish. That being said, the self-publishing market isn't the only one that's seen higher output. Traditional publishers have pivoted multiple times in the past couple decades to keep up with trends, encouraging new tech like the rise of eBooks and Audiobooks, growing their own catalogues in the process.
But accessibility of publishing is only part of the equation. The rise of the digital age has only made it easier for consumers to purchase books. Take eBooks for example, they're cheaper and more accessible than paperbacks, and you can have your book the moment you hit "purchase". That kind of purchasing power wasn't introduced until just a few years ago. And with it comes a bombardment of options for readers.
Rethinking Social Media’s Role
While social media can create excellent opportunities to connect with readers, its effectiveness can vary greatly due to multiple factors.
1. The Algorithm Game
Everyone knows that social media runs off algorithms, but no one really understands how they work. It's often toted as a scape goat in content not gaining circulation; "The algorithms just changed, that's why no one saw it." And while there is some truth to it, the reality is that sometimes, there's just too much noise to get any major traction.
That being said, Social Insider reports that, as of 2024, Instagram reach was averaged at 4% and Facebook reach was only 2.6%. That means that, on Instagram, only 4% of your followers are seeing your posts at any given time. That number is even worse for Facebook.
The unpredictability can be a gut punch. Especially when engagement is critical to building an audience.
2. The Noise of Competition
As mentioned briefly above, there's also so much to sift through. You could post at the perfect time with the perfect hashtags and ask the perfect questions, only for a celebrity to post at the same time, leaving you lost amongst the internet. There's no telling how many people are posting at that same perfect time as you are. And there's no way to know if people are going to like your post more than the person's down the road from you.
3. How quickly it can go away
Not that we want to talk about politics, but I feel I would be remiss not to mention the recent changes in ownership to certain platforms (*cough* looking at you Twitter *cough*). It's no secret that the owners of almost all major social media are in the 1%, and they all have their own agendas. With the most recent US election, it also proved how quickly those platforms could be used to spread propaganda - to promote whatever the owners wanted whenever they wanted at the cost of the usership. Even the mega-platform that is TikTok was banned in the span of a few weeks, taking all that organic connection with it overnight.
Because of this, I think it's left many of us feeling a bit apprehensive about the future of our followings. How are we supposed to maintain an audience when it could be taken from us at any moment?
Diversifying Marketing Strategies
So, that leads us to the obvious question: What do we do about it?
The answer: diversify.
In the same way that it can help to publish your book wide (or across multiple platforms rather than say, just on Amazon), it can be helpful to create as many avenues for recognition as possible.
1. Building an Author Website
You've probably heard it suggested to open a website - even before you have published works. Why? Because it's yours. It's your one space where you have complete control, and it can market you while you sleep. Showcase projects you're working on, tell people how to keep in touch with you, let people know what you're plans are. All those things can happen without constant monitoring from you. You could even start a blog or talk about books you love to read and what it taught you about writing.
The main point here is that your website is yours. It's not social media. And there are so many free options these days to get you started.
2. Embracing Email Marketing
It can be tough to start a newsletter before you have work to publish because what can we even talk about? Well, there are plenty of things! Share small snippets of your work with only your trusted followers, talk about your writing process, share your book playlists or aesthetics or prompts. It's all about getting creative and building connections.
Like your website, your email list is yours. And, arguably, it's a more intimate connection than a social media platform. It can take a minute to convince readers to let you into their inbox, but once they do, you have a direct line of contact. Who wouldn't want to be with their favourite author from the first steps they took?
4. Local Book Events and Signings
Depending on where you live, this one might not be as helpful, but local book events held by indie book stores, libraries, or other entities can be a great way to make some personal connections with readers. Just recently, the author Sue Lynn Tan came to my local library, and it was a great opportunity to connect with like-minded bookish people about various topics.
Even finding online versions of book clubs, book events, and more can provide a foot in the door later down the road. There's always somewhere, it's just a matter of finding it.
Networking and Collaboration
One of the best ways to reach new audiences is to seek them through other authors with similar readerships. Every author with a loyal following built it from somewhere. If you write books in the same vein as another author, it's a great opportunity to build connections and try to boost each other's followings by expanding reach. You have access to their audience, and they gain access to yours.
The key here is to build genuine relationships, not transactional ones. No one wants to get an email in their inbox looking for a collaboration and then only hearing crickets afterward.
The Role of Reviews and Influencers
One pro of social media is the access to reviewers and interviewers. There's a reason why authors send PR packages to BookTokers or Bookstagrammers with large followings: they get a lot of views. Plus, they're relatively easy to reach.
But this is also tempered with the sheer number of requests these influencers receive.
(An important side note here: You should never have to pay reviewers as individuals. If you get people in your inboxes telling you they'll review your book for XYZ, it's not a good deal and it's not worth it. If your book is accessible, they can review it anytime by getting themselves a copy.)
With the caveats out of the way, pitching to book boxes, bloggers, and influencers can be a great way to get the word out about your story. These things don't need to happen on social media, though they often do. You can look into newsletter swaps, podcasts, and more. Learning how to pitch will be a great asset to getting in front of the right people in the right way, too.
Lasting Success in an Evolving Market
The book market is always changing and evolving, and if you're self-publishing, it's integral for authors to adapt with each change. While social media absolutely does play a role, it has its limits, and it's wise to expand your marketing efforts beyond simply Instagram or TikTok. By investing in this wide reach, you're more likely to reap the benefits with reaching your readers.
The key is authenticity. Be honest. Be yourself. Know who your ideal readership is and how to find them.
Your story deserves to be heard!
Happy marketing,
Erin