Publishing industry ,
A Simple Guide To Social Media For Authors
By Sarah Lawton
Many an author, struggling to balance writing with the constant pressure of having to be visible online, often finds themselves asking – ‘But do I really need social media?’
Let’s take a look.
Do Authors Need Social Media?
Yes and no. If the thought of spending time online trying to engage with strangers in the hope they might buy your book is distressing in any way, then the simple answer is don’t do it. My agent has never asked me if I have a social media presence, and neither has my editor. Social media takes time, effort and planning – it’s not something we all have the time or inclination for.
However, it’s worth noting that while the UK industry doesn’t currently seem to mind too much what you do or don’t do online, this isn’t always the case in other parts of the world and the goalposts are always changing.
A strong social media presence is beneficial in many ways – especially if you’re an aspiring writer or an independent author. Without the marketing clout of a publisher, social media is the cheapest (well, free) way for you to be seen.
Remember that your potential readers are likely to have at least one social media account to their name, if not several. Developing an author brand and connecting with your audience can massively boost your profile and get your books where you want them – in the hands and under the noses of readers and industry decision-makers.
This article isn’t a deep dive into the intricacies and algorithm theories of each social media platform. Feel free to research this once you decide to make the leap into the mire of author social media. This article is less of a how-to….and more of a why-to, when it comes to social media.
This may sound rather intimidating for a beginner but don’t panic, here are some tips on social media marketing for authors.
Social Media Platforms For Writers
Rule number one: know your audience. The number of platforms you can use might seem dizzying, but you don’t need all of them. Social media professionals always say to focus on one or two. Ask yourself – Who will most likely read my books? Which social media platforms are they more likely to use? It might be worth looking at your comparative book titles before you start investigating. For instance, how do your favourite authors in your genre use their social media?
Let’s look further at some of the more popular platforms and look at how different authors are utilising them to their benefit.
Did you know 66% of the UK population is on Facebook? That’s a lot of potential readers meaning it’s a popular platform for writers of certain genres. Currently, the biggest expansion in regular users is coming from the 65+ age group, with younger users dropping off. Although it’s still the most popular platform in the world and (especially for genres catering to over 30s and parents) it’s a great way to connect with potential readers.
Before you consider creating your own author page, take a look at some of the reading groups that already exist and join as a reader (most of them won’t let you promote your own books, but occasionally they have exceptions). Crime novels are extremely well represented on Facebook – the UK Crime Book Club alone has 20,000 members. Being present in groups like this and interacting on posts by readers is a small but effective way to raise your profile (and you’ll find loads of other great books to read too!).
One author who is great on Facebook is Clare Mackintosh, who runs her own monthly book club group. It has 8,000 members, and people post recommendations and requests daily for new reads. Clare is very active in the group, often commenting and starting discussions as well as running the monthly ‘readalong’. She also offers various promotions and sneak peeks which are very popular.
If you aren’t too keen, just a simple page where you share your news is fine – you can have a look at mine if you like. I don’t use Facebook a lot, but it’s useful for having a foothold that I can amp up later or use as a base for future advertising. It also keeps a nice record of various reviews and things to look back on and allows people to tag you in relevant posts. Or irrelevant ones – it happens!
Twitter is a popular social network for writers as it’s instant and in real time and focuses on short, succinct posts (though always add a picture if you can – they get 150% more engagement!) I find Twitter to be the simplest of all platforms to use – easy snippets, easy shares, easy interaction. This is where you’ll find your 30-49 year olds and is the most popular platform for male users; 68% according to these demographics.
You can find your people on Twitter by following other authors in your genre and checking what they’re up to, and by searching hashtags like #writingcommunity. If you’re lucky you may even go viral, which (although no guarantee of increasing sales) it certainly gets you lots of exposure and often media picks up on viral trends and posts. Regardless, you’ll benefit from being part of a social network for writers within these smaller Twitter communities.
It’s worth remembering that Twitter is a good place for your readers to get to know a bit more about you as a person aside from your writing. So don’t just share promotions, write about other things too. What are you reading? What is your writing process like? Hear any good advice recently? Ask questions, and don’t forget to interact with other people’s posts.
One of my favourite authors to follow on Twitter is Margaret Atwood. I like how she engages with her fans online by retweeting articles, promoting things she’s up to and even responding to fellow writers about her creative process. She ‘liked’ one of my tweets once and I nearly expired.
Instagram is where you’ll find more women hanging out, and your slightly younger audience – 70% of users are under 35. Although that doesn’t mean us oldies can’t enjoy it – I love Instagram. You can use it to post pictures of yourself or your books, or anything really, and use hashtags to make your posts easier to find.
Instagram is absolutely stuffed with book reviewers. They’re an amazing community to get involved with and can help get a real buzz going about your work.
It’s not just about the pretty pictures – I rarely post on my ‘grid’ – it’s the ‘Instagram stories’ that work for me, and for lots of other authors too. One of my current favourites to follow is Elodie Harper, author of Wolf Den, a novel set in Pompeii, pre-eruption. She often shares beautiful mosaics and art from the period, giving a wonderful taste of the time and the basis of her inspiration in her stories.
TikTok
Getting involved with ‘BookTok’ (ie book lovers on Tik Tok) is becoming a truly inspired way to reach the youngest of social media users. If you’re writing YA or older MG, get yourself on there! Tik-Tok is the fastest growing platform in the world and the most used – one hour per day on average – with more than a billion users.
There are already lots of authors paving the way on TikTok – one to follow is Victoria Aveyard, author of the Red Queen series. She shares all sorts, from insights into the publishing world, how to structure novels, to killing your darlings. She’s also really funny, which always helps.
Social media isn’t always about self-promotion, though. You can always follow just for fun, and BookTok really is just that – fun. It’s also a great way for an author to relax and procrastinate productively!
Other Social Platforms
While we’ve listed the main contenders, there are other platforms that might suit you and your needs more.
Pinterest is the corkboard of the internet, full of tips and how-to’s on any subject you can imagine. Try searching up a topic you’re interested in and have fun ‘pinning’ all the articles to read later – you might even want to write and share your own! Many authors use social media platforms like Pinterest to create secret inspiration boards for their novels, and it’s a great way to link blogs to your website to pretty images. One of the good things about Pinterest is you don’t actually have to talk to anyone…
YouTube
YouTube is the platform for the hardcore videographer. Alexa Donne is a powerhouse – check out her videos for pretty much everything you need to know about anything ever.
LinkedIn is where you wear your suit. Professional profiles for connecting with other writers on a more business-level – basically an interactive online CV. Great for connecting with industry professionals too.
Goodreads
Goodreads…never mind. Probably best that no author goes on there unless they have a thick skin. But in all seriousness, many find it a great site on which to log their own reading progress, run book giveaways, and gauge the reaction to their books before they are published.
Social Media Advertising
All the stuff we’ve talked about so far is completely free. However, you can pay to harness the power that is the social media behemoth. Facebook and Instagram both offer paid advertising opportunities which can be very successful but do your research first! Learn how to set up audiences for your ad and how to clone audiences that other ads use. It’s much easier than staring at the back end of your ad and crying because no one is clicking through, believe me. There’s lots to consider but get it right and you’re on your way, because Facebook still remains the most targeted form of affordable advertising out there.
How To Interact With Your Audience
Social media lets you directly interact with your audience. This can be amazing, but also a little scary. Here are a few tips on getting it right:
The Three E’s
You might be asking yourself – ‘What the hell do I write about now I’m here?’
A rule of thumb is the three E’s: when writing a post make it either Entertaining, Engaging or Educational. Or all three if you’re clever. People want to be entertained, they want to be part of things, and they want to learn (usually).
Community Matters
Basically, your vibe finds your tribe. Cultivate your community so it’s full of the people you want, preferably ones you admire and care about. For instance, there’s absolutely no reason why Twitter need be a stressful place for you if the only people you follow are those posting about books, cats, and baking!
You already know how to talk to the people important to you, so simply treat the people who now live in your phone/laptop the same way. These are the people whose feedback and opinion matters. If they like your posts, they might buy your book. If they like you too, they might tell other people to buy your book as well.
Find Other Authors
One of the biggest draws to social media (especially Facebook, Instagram and Twitter) is how vital it is for finding other writers and building your own support network. There are legions of fellow writers all over the internet, on all the platforms, in all guises, at all stages of their careers. They are your people – go find them. Talk to them, ask them questions. Join groups and chats and hashtags. Writing can be a lonely occupation, but it doesn’t have to be.
The wonderful thing about the #WritingCommunity on Twitter, especially, is that everyone is just as lost as you. Don’t be shy to create a page and then post along the lines of ‘Hi, I’m new to the writing world. I’m looking to follow and chat to other writers of xyz.’ Or ask for critique partners or beta readers. You’ll be surprised how many like-minded (and just as lost) writers jump at the chance to be part of your squad.
Share New Writing Projects
There’s nothing quite as exciting to an avid reader as a teaser for what you’re writing next. How are you getting on? Are you editing yet? Can we read some, pleeeease? You get the picture.
Demonstrate Audience Appreciation
An author who clearly appreciates their audience is a popular one. You can demonstrate this by offering exclusive content to your advocates, by including them in discussions, and by sharing their content as well as your own. Some authors even run fun giveaways, such as ‘Follow me and you may be picked to have your name appear as a character in my next novel.’ Include your audience in inventive and engaging ways!
So, Is Social Media Useful For Authors?
Undeniably, yes! Social media is very useful for authors who want to create communities, find their audience and showcase their work. There’s no direct evidence that it will increase your sales, but it WILL create positive PR and get you exposure, which all helps.
So get out there, have a quiet little chat or TikTok dance your way into the hearts of your readers. However you choose to use social media, make sure it works for you and you have fun!
By Sarah Lawton
About the author
Sarah Lawton is a novelist and developmental editor based in East London. She grew up on the Isle of Wight and studied History & Archaeology at the University of Southampton. After leaving a career in the charity sector she spent several years blogging and raising a small person to school age, at which point she decided enough was enough and it was time to finally try some real writing. Her debut novel All The Little Things was published in March 2020 and she is currently wrestling with the tricky second. For more on Sarah, see her author website, Twitter, or Amazon author page.
