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How to market your books (and yourself) on TikTok, Instagram and Facebook: a practical guide for authors
You’ve written your book. You’ve published it. Now comes the tricky part: getting people to notice it.
With traditional marketing channels becoming more expensive and competitive, authors are turning to social media, particularly TikTok, Instagram, and Facebook, to grow their audience and drive book sales. And the good news? You don’t need to go viral or dance on camera to make an impact.
Here’s how to build your brand, connect with readers, and market your books authentically on each platform—without (hopefully) burning yourself out!
📱 TikTok (a.k.a. #BookTok)
Why It Matters:
TikTok has become one of the most powerful platforms for authors. A single video can launch a self-published book into bestseller status if it resonates with the right audience.
What Works:
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Short, punchy videos (15–30 seconds)
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Behind-the-scenes content: your writing process, inspiration, book cover reveal
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Reader-focused videos: "If you liked this, you’ll love that"
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Trends with a twist: use popular sounds/memes/trends but relate them to your book or niche
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Hosting Live Q&As, giveaways, or launch parties
Easy Content Ideas:
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“3 books that inspired my novel”
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“The hardest chapter I had to write”
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“Things only writers understand”
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A dramatic reading of a powerful line from your book
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Annotated flip-through of your print edition
Tools:
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Use CapCut for quick, stylish edits
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Add on-screen captions for accessibility and retention (A 2019 study conducted by Verizon Media found that up to 69% of consumers prefer watching videos without sound, so captions are a must)
Tips:
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Post 3–5 times a week (or build up to this, consistency is key)
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Use #BookTok, genre-specific hashtags (eg, #YAfiction), and niche communities (eg, #IndieAuthor)
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Don’t worry about polish—real and authentic is better than perfect
Why It Matters:
Instagram is a visual platform perfect for branding, building an author aesthetic, and connecting with readers and other writers.
What Works:
-
Beautiful flatlays of your book with coffee, candles, or nature
-
Author selfies with captions about your writing journey
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Short Reels (15–30 seconds) with trending audio or tips
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Carousels: "5 things I learned self-publishing my first book"
Easy Content Ideas:
-
Cover reveal with a dramatic audio
-
Aesthetic mood boards for your characters or settings
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Quote graphics from your book (designed in Canva)
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Snippets from reviews or reader messages
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Behind-the-scenes shots: your writing space, launch day, drafts
Tools:
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Canva for branded, eye-catching graphics
Tips:
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Stick to a consistent colour scheme or aesthetic
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Post to Stories daily, grid 3–4 times per week
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Be social: comment on posts, reply to DMs, and engage with others in your niche
Why It Still Matters:
Facebook remains a powerhouse for community building, especially with Groups, Events, and your author Page.
What Works:
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Updates on your book’s progress, launch plans, or reviews
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Joining or creating Facebook Groups for your genre or niche
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Hosting Live Q&As, giveaways, or launch parties
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Sharing blog links, ARC sign-ups, and behind-the-scenes updates
Easy Content Ideas:
-
“What chapter was hardest for me to write?”
-
Book cover teaser with “Coming soon!” energy
-
Reader polls (“Which character do you relate to most?”)
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Sharing links to blog posts, interviews, or book trailers
Tips:
-
Post 2–3 times per week
-
Pin important posts (like new releases) to the top of your Page
-
Create Events for launches, virtual readings, or live discussions
🔁 Cross-Platform Content Strategy (Without Burning Out)
You don’t need to reinvent the wheel for every platform. Repurpose what you create with a simple flow:
Your Basic Weekly Flow:
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Create a short video for TikTok (30 seconds or less)
-
Download it and upload it as a Reel on Instagram
- 💡 Tip: Make sure you use a (free) service like ssstik.io to download your video without the TikTok watermark. Other platforms, like IG or YouTube, will penalise your video in the algorithm if it detects a competitor watermark!
-
Share the same video on your Facebook Page or Profile
- 💡 Tip: It works better and will get pushed more by Facebook if you upload the video directly as a Reel on your page rather than sharing a link to the video on another platform.
-
Write a platform-specific caption:
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TikTok: more casual and spontaneous
-
Instagram: more curated and aesthetic
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Facebook: more reflective or conversational, long-form content can work better here
-
Start Small:
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Stick to 1–2 core content formats (e.g. videos + quotes)
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Batch-create content weekly or monthly to stay ahead
-
Expand your content types once you’re more confident
⚙️ Automate Where You Can
To save time and reduce stress, use automation tools to cross-post your content or schedule it in advance:
Automation Options:
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SocialBee: All-in-one social media scheduler with category-based posting
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Metricool or Later: Visual scheduling, analytics, and link-in-bio tools
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Zapier: Create custom workflows like “When I post on Instagram, also post to Facebook Page”
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Buffer: Reliable for scheduling across multiple platforms at once (has a free forever tier, too!)
If you’re tech-savvy, you can create your own automations—like connecting Google Sheets to your socials via Zapier or having Zapier do simple tasks such as, "if new post on YouTube, share to Facebook".
🧠 Bonus: Branding and Consistency Tips
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Use the same author photo and tone of voice across platforms
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Create a clear, consistent bio (e.g., “Writer of YA fiction & crazy plot twists | New book out now”)
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Engage with your community, not just your own posts
📊 What to Track
You don’t need to dive deep into data at first. Just track:
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Engagement (likes, comments, shares)
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Follower growth (monthly)
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Clicks on your bio or book links
Later, try:
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Testing different content formats (video vs. graphic vs. quote)
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Using A/B style captions to see what resonates
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Tracking which posts actually lead to book sales (via UTM links or Amazon affiliate tags/links)
🎯 Final Thoughts
Marketing your books on social media doesn’t mean selling 24/7. It means inviting readers into your world, one post at a time.
Pick one platform to start with, lean into what feels natural, and use the tools available to stay consistent without feeling overwhelmed. You’ve already done the hardest part—writing the book. Now it’s time to help people find it.
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