8 Best Social Media Practices for Effective Book Marketing

Social media helps authors connect with readers. It’s one of the best ways to market a book today. Over 50% of book buyers find new titles through social platforms. A 2023 Book Net Canada study found that 55% of readers use social media to discover books.

Platforms like TikTok, Instagram, and Facebook give authors access to thousands of readers. Some posts even reach millions. But many writers struggle to market their books online. Some only post sales pitches, which turn people away. Others try too many platforms and burn out fast. Many give up too soon, expecting instant results.

The truth is, social media works for both indie and traditional authors. Indie authors use it to build an audience without a publisher’s support. Traditionally, published authors use it to reach readers outside bookstores. But it’s not just about selling books. It’s about building relationships and keeping readers engaged.

To succeed, you need a plan. Random posting won’t help. Authors must know their audience, pick the right platforms, and share engaging content. Expert ghostwriters often use tried-and-tested strategies that help them boost book sales and build a loyal fan base.

Here are 8 simple ways to market your book on social media.

#1 - Know Your Audience

Not all readers use social media the same way. Some love long discussions on Facebook. Others prefer quick videos on TikTok. If you want to market your book well, you need to know who your readers are.

Start by figuring out their age, interests, and reading habits. A YA fantasy author will do best on TikTok and Instagram, where younger readers love videos. A business book author will find more success on LinkedIn and Twitter, where professionals look for insights.

Knowing your audience helps you create content they enjoy. If your readers love book trailers, post short clips. If they prefer deep discussions, write long-form posts. Give them what they want, and they’ll keep coming back.

Use these tools to learn about your audience:

·         Facebook Insights

·         Google Analytics

·         Twitter Analytics

These tools show what’s working and what’s not. The more you understand your audience, the easier it is to market your book. Hiring a professional ghostwriter service can make this process easier.

#2 - Choose the Right Platforms

Not all social media platforms work the same for authors. Each one attracts different readers. Choosing the right one saves time and brings better results.

Here’s a quick look at the major platforms:

·         Instagram – Great for fiction authors. Readers love aesthetic book photos, reels, and quotes.

·         TikTok (BookTok) – Best for younger readers. Quick videos can explode overnight and boost sales.

·         Facebook – Works well for older audiences. Book groups and author pages help with community-building.

·         Twitter/X – Ideal for non-fiction, poetry, and networking. Writers share thoughts, news, and engage in book conversations.

·         LinkedIn – Best for non-fiction and business books. Authors can share insights, case studies, and connect with professionals.

Pick one or two platforms that match your audience. It’s better to be active in the right place than scattered everywhere.

#3 - Create Engaging Content

Social media isn’t just for selling books. If every post says, “Buy my book!”, readers will scroll past. People want connection, not constant promotion. The key is to share engaging content that makes them care.

What Works Best?

• Book excerpts – Tease readers with short passages.
• Polls and Q&A – Ask what readers want to see next.
• Giveaways – Free books bring new followers.
• Author life updates – Share your writing process, daily struggles, or inspirations.

Why Storytelling Matters

People connect with stories, not sales pitches. Instead of saying, “My book is available now!”, share why you wrote it. Talk about the struggles, surprises, or real-life moments behind your story. Readers love personal insights.

Follow the 80/20 Rule

·         80% engaging content – Entertain, inspire, or educate.

·         20% promotional content – Announce book releases, sales, or events.

Storytelling simply works.

#4 - Leverage Visuals and Videos

People scroll fast. If your post doesn’t catch their eye, they’ll keep moving. That’s why visuals matter more than words alone.

Posts with images get twice as much engagement as text-only posts. Videos perform even better. A 2023 HubSpot report found that 80% of users prefer video over static content.

What to Post?

·         Book mockups – Show your book in real-life settings.

·         Quote graphics – Share powerful lines from your book.

·         Behind-the-scenes shots – Desk setups, notes, or work-in-progress snippets.

·         Short videos – Book trailers, reading excerpts, or fun writing moments.

Best Tools for Authors

·         Canva – Easy templates for book promos.

·         BookBrush – Creates book cover mockups and social media graphics.

·         CapCut/InShot – Simple apps for editing short videos.

How to Make a Viral Video?

• Keep it short – Under 30 seconds works best.
• Use trending sounds – TikTok and Reels boost videos with popular audio.
• Hook in the first 3 seconds – Start with an exciting line or image.

The right visuals make all the difference.

#5 - Engage with Your Followers

Readers don’t just buy books — they connect with authors. If they feel a bond, they’ll stick around for more. A loyal reader today could be a lifelong fan tomorrow. Here’s what you can do to keep your audience engaged:

·         Reply to comments – A quick “Thank you!” or emoji makes a difference.

·         Join book discussions – Chat with readers in Facebook groups or Twitter threads.

·         Ask questions – Poll your audience on favorite tropes, characters, or book recs.

·         Go live – Host a Q&A on Instagram, TikTok, or Facebook and chat with fans.

Readers love authors who talk to them, not at them. The more real you are, the more they’ll stick around.

#6 - Use Hashtags and Keywords the Right Way

Hashtags help new readers find your book. The right ones put your posts in front of the right people. But using too many (or the wrong ones) can backfire. Here’s how expert ghostwriters use hashtags smartly:

·         Stick to 5–10 per post – Too many looks messy.

·         Mix popular and niche hashtags – A balance brings better reach.

·         Change them up – Repeating the same ones can hurt engagement.

Best Hashtags for Authors

·         General: #Bookstagram, #BookLover, #AmReading, #WritersOfInstagram

·         Genre-Specific: #FantasyReads, #RomanceBooks, #ThrillerLover

·         Marketing-Focused: #IndieAuthor, #NewRelease, #SelfPublished

Use Keywords to Boost Visibility

Think of your social media like Google. Using the right words helps people find your book. Instead of saying, “Excited about my new book!”, try:

"My latest thriller is here! A fast-paced mystery for fans of Gone Girl."

Now, both readers and algorithms know what your book is about. Small changes, big impact.

#7 - Team Up with Influencers and Book Communities

People trust real recommendations more than ads. That’s why influencers are gold for book promotion. A reliable ebook marketing agency knows how to connect with the right influencers to boost visibility and engagement—89% of marketers say it outperforms traditional ads.

Where to Find Book Influencers

• BookTok (TikTok) – Explosive growth, perfect for fiction.
• Bookstagram (Instagram) – Aesthetic book lovers sharing reviews.
• YouTube Book Reviewers – Deep dives into new releases.

How to Get Influencers on Board

1. Follow and engage first – Comment on their posts before asking for a favor.
2. Send a personal message – No copy-paste pitches. Make it real.
3. Offer an ARC (Advance Review Copy) – Let them read before the release.
4. Be patient – Not all influencers say yes, and that’s okay.

The right influencer can put your book in front of thousands of eager readers. It’s all about finding the right match.

#8 - Plan and Schedule Posts Consistently

Posting when you “feel like it” doesn’t work. Social media rewards consistency. If you post regularly, more people will see your content. If you disappear for weeks, the algorithm stops showing your posts. Here’s how to stay consistent:

·         Create a content calendar – Plan posts for the week or month in advance.

·         Use weekly themes – Example: Monday Motivation, Wednesday Writing Tips, Friday Book Snippet.

·         Batch your content – Set aside time to create multiple posts at once.

Best Scheduling Tools

• Buffer – Simple and beginner-friendly.
• Later – Great for Instagram and TikTok scheduling.
• Hootsuite – Best for managing multiple platforms at once.

Scheduling posts saves time and keeps you active even when life gets busy. Plan ahead, post consistently, and let the algorithm work in your favor.

Conclusion

Marketing a book on social media doesn’t have to be overwhelming. The key is to focus on what works and stay consistent.

Here’s a quick recap of the best practices:

·         Know your audience – Find where your readers spend time.

·         Choose the right platforms – Not every platform fits every author.

·         Create engaging content – Make posts fun, not just promotional.

·         Use visuals and videos – Eye-catching posts get more attention.

·         Engage with followers – Talk to your readers, not just at them.

·         Use hashtags and keywords – Help new readers discover your book.

·         Collaborate with influencers – Their audience can become your audience.

·         Plan and schedule posts – Consistency is key to staying visible.

Every author’s journey is different. Some prefer to do everything by themselves, while others hire ghostwriter service agencies to do the heavy lifting. Test different strategies and see what works best for you.