Over the years, I have heard from many (so many!) angry authors who tell me that they simply do not have time to manage all of the social media profiles that seem to be required for an effective book marketing strategy.
I get it, dude! I don’t like it either. Through trial and error I have found something that kind of works, so I will share it with you now. Obviously, once you get your book sales up and running and have an assistant-type person working for you, have them post everything, everywhere, all the time. Until then, just set everything up properly, then focus on one platform you actually like. It’s the best I can offer, ok? You can’t do nothing. You can’t do everything. So, let’s do this.
The “All, Then One” strategy is a smart way to maximize your reach while keeping things manageable. The idea is simple: start by setting up a basic presence on all the major platforms, and then focus your energy on mastering the one you enjoy the most. This approach ensures you’re visible everywhere readers might search for you, but you’re not spreading yourself too thin.
Step 1: Establish Your Presence Everywhere
Start by creating profiles on the platforms where readers expect to find authors. These typically include:
- Twitter/X
- TikTok
- Pinterest (optional for visual genres)
- Goodreads and BookBub (essential for authors)
For each profile, fully flesh it out. Add a professional photo, a banner image featuring your book or brand, and a short, engaging bio. Include links to your website and email sign-up page (do not skip this step. I swear if I meet you and you skipped this step, I am going to flip out). You don’t need to post regularly yet—just share a few updates so the profile looks active and professional. This step is mostly about reputation management and making it easy for readers to discover you.
Step 2: Pick One Platform to Focus On
Once your profiles are set up, choose one platform to prioritize. This will depend on where your readers are and what you enjoy. Here’s a quick guide to help you decide:
- Instagram: Perfect for visual genres, quotes, and aesthetics.
- TikTok (BookTok): Ideal for reaching younger audiences and showcasing fun, creative content.
- Facebook: Great for connecting with groups or older readers.
- Twitter/X: Best for conversations and short updates.
- LinkedIn: Excellent for non-fiction or business authors connecting with professionals.
- Pinterest: is perfect for visually driven authors and genres like DIY, cooking, romance, and fantasy. As a visual search engine, Pinterest can drive significant traffic to your website, blog, or book sales pages.
- Goodreads is a must-have for engaging directly with avid readers. As a platform dedicated to book lovers, Goodreads allows authors to interact with their audience through reviews, giveaways, and book lists.
- BookBub is ideal for authors focused on promotions and reviews. This platform specializes in notifying readers about new releases, discounts, and curated book recommendations. By leveraging BookBub’s extensive network, authors can reach a broad audience of enthusiastic readers who are actively seeking new books. HOWEVER, do not apply for/ buy a BookBub ad until you read this.
- Reddit offers a unique opportunity for authors to engage with niche audiences and participate in authentic discussions. Subreddits related to your genre or writing in general provide a space to share your expertise, answer questions, and connect with readers who have specific interests.
- Discord is perfect for authors who want to build tight-knit reader communities. This platform allows you to create private servers where you can host live chats, Q&A sessions, and exclusive events for your most dedicated fans.
- Twitch is an excellent choice for authors who enjoy live interaction and streaming. Whether you’re streaming writing sessions, reading chapters aloud, or discussing your creative process, Twitch provides a platform for real-time engagement with your audience
- Medium is great for authors who want to share essays or blog posts. If you enjoy writing thought-provoking articles or exploring topics related to your books, Medium offers a platform to reach a broader audience.
- Substack is perfect for authors looking to foster loyal subscribers through newsletters. By sharing serialized fiction, exclusive content, or in-depth articles, Substack allows you to maintain a direct line of communication with your readers.
After choosing your platform, spend time learning its strengths. Understand what types of posts perform best, how often to post, and how to leverage its unique features (like Instagram Reels, TikTok Duets, or Twitter threads).
Step 3: Get Followers
You’re going to totally hate this part, so brace yourself. The way to get followers on social media is to connect with the fans/ followers of other authors who write what you write. That is why it is so important for you to know yourself/ your genre before you start this whole dumb book promotion game. If you write YA novels, you are going to need to go where the YA readers are. Those people are following people like Jenny Han, Kasie West, Nicola Yoon, Morgan Matson, Sarah Dessen, Becky Albertalli, and Sandhya Menon, among others. This is why it is really, really important for you to read alot of your competition and know where their fans hang out.
You’ll need to follow the followers of the authors you would consider your “competition,” connect with them, and (if the time is right), ask them to be your beta readers or ARC readers. They know that genre anyway, so they are likely to say yes. Don’t pay them or ask them to promote your book, and do not come on too strong. Just connect with them, send them your work (via BookFunnel please, just to protect yourself), take their feedback, and wait. Eventually they will become your fans and start advocating for you and your books, because they were there at the very beginning of your career and they “knew you when.” Trust me on this. I have seen this strategy work countless times (for the people who are patient enough to actually do it).
Step 4: Practice Practice Practice
Focus on creating engaging, valuable content that resonates with your audience. Your content mix might include:
- Promotional Posts: Announce book launches, sales, or giveaways.
- Behind-the-Scenes Content: Share insights into your writing process or your life as an author.
- Engaging Posts: Ask questions, start discussions, or post fun, interactive content.
- Helpful Content: Share tips, facts, or stories related to your book’s themes or genre.
Consistency is key, but so is interaction. Respond to comments, engage with other users, and build a community around your author brand.
Step 5: Automate and Repurpose for Other Platforms
While focusing on your main platform, you can keep the others active with minimal effort. Use scheduling tools like Buffer, Hootsuite, or Later to automate posts. Repurpose your content across platforms—for example:
- Share TikTok videos on Instagram Reels.
- Post Instagram Stories directly to Facebook.
- Turn Twitter threads into LinkedIn articles.
This allows you to stay present across platforms without having to create entirely new content for each one.
Step 6: Revisit and Adjust
Periodically check your secondary platforms to ensure your profiles stay updated. You don’t need to post regularly, but keeping things current helps maintain your reputation. As you grow more confident in your primary platform, you might choose to branch out and actively engage on a second platform.
This strategy gives you the best of both worlds: broad visibility with minimal time spent and the ability to go deep on the platform you enjoy most. Need help choosing your focus platform or brainstorming content ideas? Let me know!
pictures courtesy of pixabay
