How to market a book in the age of Tiktok

Introduction

In today’s rapidly evolving literary landscape, book publicity is a paradox. On one hand, authors now have unprecedented access to tools and platforms to connect directly with their audience, thanks to social media giants like TikTok and Substack. On the other hand, the number of books published each year continues to rise, resulting in fierce competition for a shrinking space in traditional media. In this context, understanding strategic marketing for books has never been more critical.

The Changing Landscape of Book Marketing

Gone are the days when a few big media outlets could guarantee exposure for a book. The modern author faces an uphill battle, as most newspapers have significantly reduced their book review sections. In this environment, engaging with the audience directly through social media or real-time content has become essential. TikTok has emerged as a game-changer, with trends like "BookTok" allowing readers to influence book sales rapidly, but the challenge remains: how to break through the noise?

One expert who has a deep understanding of this landscape is Kathleen Schmidt, a veteran in book marketing with nearly two decades of experience working for major publishing houses. Currently running her own book marketing firm, Schmidt emphasizes the need for authors to evaluate their marketing strategies continually.

Key Strategies for Book Marketing

To effectively market a book in this era, authors should consider the following strategies:

Identify Your Unique Angle: Each book has a unique story or angle. Authors should evaluate current events and trends and position their book within that context, especially for non-fiction titles.
Invest in a Strong Cover Design: A captivating book cover is crucial in attracting readers. With the rise of online sales, the cover must also stand out in digital formats, ensuring it catches the eye even in thumbnail sizes.
Utilize ARCs Wisely: Advance Reader Copies (ARCs) remain important but vary in quantity based on the publisher's resources and strategy. A careful distribution strategy is essential, focusing on sending ARCs to influencers and journalists who have a genuine interest in the book.
Engagement through Social Media: Building a presence on platforms like TikTok and Substack allows authors to directly connect with their audience. Authors should develop a marketing strategy that harnesses these platforms to engage readers and build a community.
Focus on Interviews over Reviews: With fewer traditional reviews available, securing interviews enables authors to engage with potential readers more meaningfully. Interviews often provide a more in-depth perspective of the author’s personality and the book's essence than conventional reviews do.

Overview of the Modern Marketing Environment

While traditionally published authors might still lean heavily on their publishers for marketing support, those who self-publish or work with smaller publishers often require a more hands-on approach. Schmidt advises authors to adopt an entrepreneurial mindset, taking ownership of their marketing efforts. They should explore various avenues to engage their audience, whether through newsletters, social media, or personal branding.

Through these strategies, authors can navigate the complexity of contemporary book marketing, leveraging their unique voices to carve out a space in a crowded marketplace.

Keywords

Book marketing
TikTok
Substack
Book publicity
Advance Reader Copies (ARCs)
Social media engagement
Interviews
Non-fiction
Cover design
Influencers

FAQ

Q1: What role does social media play in modern book marketing? Social media allows authors to engage directly with their audience, helping them build a community and promote their books in an authentic way.

Q2: Are book reviews still effective for selling books? In many cases, book reviews are losing their impact, as personal connections and interviews are often more effective in engaging potential readers.

Q3: How important is a book's cover design? A strong cover design is crucial in marketing a book, as it is often the first point of engagement with potential readers, both online and in bookstores.

Q4: What should authors do if they are self-published? Self-published authors should take a proactive approach to marketing, utilizing social media and direct audience engagement as key components of their strategy.

Q5: How many ARCs should an author expect to receive for their book? The number of ARCs can vary depending on the publisher, but it typically ranges from 150 to a few thousand for larger publishers. Efforts should be focused on strategic distribution based on interest.