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Social Media Strategy for Book Launch without a Publisher

Congratulations! You’ve already done the hardest part. Finishing a book can take years of writing, rewriting, and hair-pulling, but you’ve managed to come out of the process with a book ready to be introduced to the public. However, before you send your book off to the presses and wait for the money to roll in, there’s still some work to be done to make sure it does well. The publishing business is no easy nut to crack, no matter how good your book is, and especially when you don’t have a publisher. So, you’ll want to do everything you can to ensure your book launch is a success. That includes coming up with a strong social media strategy. Here are six tips for a fool-proof social media strategy for your book launch.

1. Create an Author Website

It might seem silly to create an author website when there are so many other avenues for virtual exposure. Those are important too. But, having your own website dedicated to you and your work still offers some significant advantages. On your own website, you have all the control, not Facebook or Instagram, so you can present your information exactly how you like it. Websites are a great way to let your personality shine. A website dedicated to you gives your work a sense of professionalism, and it consolidates all your information into one easy location. Here’s a nice example of Jussi Adler Olsen’s website.

A personal website also gives you the opportunity to connect with your readers. If you enjoy blogging, creating an active blog gives readers the impression that they know you a little bit more and gives them an opportunity to interact with you through commenting on the blog. If you give visitors the option to subscribe to an email list, you can send out emails regarding new publications too!

2. Do Your Research

Do you know who your readers are? Knowing your audience is key to developing a good social media strategy that’s tailored to your work. If you are marketing to teens or young adults, you might want to focus your marketing on apps/pages that many young people use, such as TikTok or Instagram. If your book is targeted towards older people, maybe you’ll want to focus more on Facebook, since 41% of Facebook users are 65+. If your book is a sci-fi, joining Facebook groups about the sci-fi genre and posting in those can be a great way to pinpoint your marketing to your audience!

3. Invite Engagement on Social Media

We spend hours on social media accounts mindlessly scrolling through posts. If you can set your posts apart from others and force viewers to stop scrolling and take an interest in what you’re doing, that can make all the difference in how well your book does. Consider some post ideas that let your readers get to know you and generate excitement about your book like Q and A sessions, cover art reveals, or maybe even a contest to see who can come up with the best title.

4. Advertise Some Giveaways

There’s nothing people love more than free stuff. Even if someone has a million tote bags already, if you’re offering one for free, how could anyone say no? That’s why a great strategy to get more people talking about your book is to post some free promos on all your social media outlets. Maybe offer a free chapter of the book to those who preorder it now. Have people enter a raffle by reposting and retweeting you to increase exposure. Make the gifts your raffle off as relevant to your book as possible, such as t-shirts with cover art.. If it’s a self-help book, you could give away a relaxing self-care spa kit. Heavily advertise the giveaway, and maybe even ask the winner to post about receiving the giveaway on their social media. You’ll get some bonus points for proving you are not conning people for air time on their socials.

5. Post Consistently about the Book Launch

Even if it feels like you are beating a dead horse by posting yet another photo of your cat next to your book, captioned “It’s PAWsitively the best read!” continue to do so. Ideally, you should post at least twice a day about your book launch. It’s important to not only inform viewers about your book, but to also keep your book in their minds with consistent content. If it’s feeling repetitive, try to get creative with your posts so that they talk about different aspects of your book. You could focus some on the writing process, some on telling the premise, and some on the characters.

6. Adapt your posts

When you are posting about your book launch, you want to reach as many people as possible, so it’s a good idea to stretch that message across many platforms. But keep in mind, the way you present and write your content on one platform is not necessarily ideal for another. For example, Instagram is image-based, so posts there should feature eye-catching photos, while Twitter thrives with succinct but powerful wordplay. Blogs can be longer and more personable, while something on LinkedIn should have an air of professionalism. Though it might be tempting to make one original post and use it across all your socials, make sure you tailor each for its intended audience. Your social media strategy will be much more impactful if you take the time to curate book launch posts individually.


Cherry Editorial



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