How To Master Social Media Marketing For Authors

Introduction 

Due to the rise in social media popularity, it is important for authors so they can connect with readers and promote their work. Authors can now advertise their work globally with the right strategies and social media tools. 

Social Media Marketing (SMM) relies on social media platforms to drive sales, build brands, and increase website traffic. For authors, social media marketing is as beneficial as any other profession. Nowadays, an author brand is a must to gain the attention of readers towards you and your book. 

In this blog, we will discuss how to do social media marketing, starting with why social media is significant, how it plays a crucial role in building an author's brand, and how you can do it. Let's get started! 

Why is social media important? 

The popularity of social media is clear, as 79% of the UK population has at least one profile. People spend an average of 4 hours 20 minutes online daily, rising to 6 hours for 18–24-year-olds. These stats are going to get even higher, so if you want to show up in the day-to-day lives of your audience, then being on social media is incredibly important. 

Social media is the quickest and easiest way to reach new audiences. The best part is that it’s a free tool to organically promote your book and author brand to a reader fan base. If you use social media correctly, it can be the best marketing method for promoting your book. 

Channel Choice & Profile Optimisation 

Which social media channels are going to be right for you, and how to optimise your profile? 

You don’t need to be on every social media platform. Focus on one that suits you, your book, and your content. Build that account until you’re confident and seeing results, then consider expanding to others. 

The following are the best platforms based on audience: 

• Facebook – Broad demographics, great for ads and groups. 

• Instagram – Visual storytelling (book covers, reels, aesthetics). 

• Twitter/X – Quick updates, author networking, hashtag chats. 

• TikTok – Viral potential, behind-the-scenes content. 

• LinkedIn – Professional branding for nonfiction/business authors. 

• Pinterest – Ideal for visual inspiration (fantasy, romance, cookbooks). 

Below are the tips for profile optimisation: 

• Professional bio with keywords (author, genre, book titles). 

• High-quality profile/cover images (author photo + book branding). 

• Link to website or landing page (Amazon, newsletter, etc.). 

Create a social media marketing plan 

Here is how you can create a social media marketing plan and tips for putting your plan into action. 

Identify Your Target Audience 

• Consider who will buy or read your book. 

• Research similar books in your genre and see who’s engaging with them. 

• Use social media and Goodreads to find book reviewers and content creators in your niche. 

• Understanding your audience helps tailor your content and choose the right platforms. 

Choose Your Content Types (Content Pillars) 

• Define 2–3 content pillars—broad themes you will consistently post about. 

• Example: A pillar like "Writing Process" could include posts about character development or plotting. 

• Helps keep your content focused and aligned with your goals. 

Research Similar Profiles 

• Study authors or creators with similar audiences. 

• See what types of content work well (and what doesn’t). 

• Use this to inspire your own content strategy and avoid common pitfalls. 

Set a Realistic Posting Schedule 

• Consistency is more important than frequency. 

• Decide how many times you can post weekly (e.g., 2–5 times). 

• Stick to a minimum posting goal that fits your lifestyle. 

Mark Key Dates 

• Identify important dates: book launch, publication day, signings, etc. 

• Plan and schedule content around these milestones in advance. 

• These dates are key moments to build engagement and excitement. 

Use a Content Calendar 

• Plan content one month ahead. 

• Schedule specific days to batch-create or record content. 

• Keeps posting stress-free and organised. 

Track Performance and Adjust 

• Monitor views, likes, shares, and comments to spot top-performing posts. 

• Adjust your strategy based on what content resonates. 

• Avoid repeating content that gets low engagement. 

Identifying your Niche 

To master social media marketing, identifying your niche is a must that includes: genre, tone, and target reader. Your content should align with the genre; for instance, horror content should be dark with mystical plot twists, and romance content should be warm and involve intimacy. 

Identifying your niche and using it to your advantage can help promote your book in many ways. Firstly, it lets people identify you and your content when it appears on their feed. Secondly, it enables you to build a community of people who enjoy your content and want to come back to consume and engage with it. Lastly, it keeps the content engaging and helps it stand out from the other content online. 

Content Ideas for your Platform 

When posting on social media, it can be hard to regularly think of new ideas for content and what you can post to keep content engaging. The biggest tip is to use social media regularly and make notes on your phone of ideas and inspiration you get whilst scrolling. Don’t be afraid to use ideas from other accounts; if you put your own spin on them, there is nothing wrong with taking a bit of inspiration. Here are a few other ideas: 

• Behind-the-scenes – Writing process, research, character inspiration. 

• Book teasers – Quotes, cover reveals, audiobook clips. 

• Engagement posts – Polls, Q&As, “choose my next title.” 

• User-generated content – Fan reviews, unboxings, fan art. 

• Trend participation – Hashtag challenges, viral audios (TikTok/Reels). 

• Cross-promotion – Collaborate with book bloggers, authors, or influencers. 

Creating Content for your Platform 

People often get worried about creating content on social media; they fear that because they haven’t got any professional equipment or experience, it’s not going to perform well. People prefer authentic home recordings rather than polished professional content, as it’s more relatable to them. For creating content for your platform, you can focus on: 

• Visuals – High-quality images, videos, and Canva templates. 

• Short-form video – TikTok/Reels for book trailers and readings. 

• Live sessions – Q&As, writing sprints, launch events. 

• Carousels & infographics – Book recommendations, writing tips. 

Align your content creation with your overall social media marketing plan. 

Writing Copy for Your Posts 

When writing engaging hooks and captions to attract readers, you can start with questions or bold statements. Understand the voice and tone according to your book genre. Is it professional, humorous, or emotional? Include clear calls to action: pre-order, comment, share, read more. The key to using hashtags in social media marketing is a mix of niche-specific and trending tags (e.g., #BookTok). Use emojis as they increase readability and break up text for easy scanning. 

Engagement 

Engagement matters more than follower count. The best tip to increase your engagement on social media platforms is: 

• Respond to comments/DMs – Build community. 

• Join groups & chats – Facebook groups, Threads on IG, and X writing communities. 

• Engage with other authors & readers – Like, share, comment. 

• Run giveaways or contests as it boosts reach and excitement. 

Conclusion 

So, the key to mastering social media marketing is to choose the right platforms that suit your selected genre and book content. Post consistently with valuable content and engage readers with visuals, like images or TikTok Videos. Start small, stay consistent, and keep experimenting. The right mix of planning, content, and engagement can elevate your social media account. 

If you want to take the next step in your publishing journey, we’re open to submissions and would love to hear your story. Reach out to us at https://www.austinmacauley.com/am-publishers-submissions