Love it or not, social media has become one of the most powerful tools in an author’s promotional toolkit. And when it comes to engaging readers, book marketing social media success often hinges on two platforms: TikTok and Instagram. Both are visually driven, algorithm-powered, and bursting with communities of passionate readers, and that’s exactly where your future audience is hanging out.
So whether you’re launching your debut novel or building a fanbase for your fifth, getting strategic on these platforms is no longer optional. It’s essential.
In this blog, we’ll unpack actionable strategies tailored to TikTok and Instagram, plus how professional book marketing services can amplify your reach with a campaign designed specifically for your genre, goals, and audience.
Why TikTok and Instagram?
You’ve probably heard of BookTok by now, a viral corner of TikTok where readers (and sometimes authors) share everything from tearful reactions to aesthetic book stacks. It’s become a marketing force capable of sending books, old and new, back to bestseller lists overnight.
Instagram, on the other hand, has a more established literary culture. Think #bookstagram, author reels, live interviews, and beautifully curated grids that showcase everything from cover reveals to annotated passages.
Each platform requires a different tone, but both offer a chance to connect directly with readers, authentically, creatively, and consistently.
Get Your Foundation Right First
Before diving into content creation, make sure you’ve got the basics down:
- A branded username (consistent across platforms)
- A clear, reader-facing bio (mention your genre, book title, or upcoming release)
- Link to your author platform building hub (ideally your website or link-in-bio tool)
- A few starter posts to establish tone and aesthetic
And of course, if you’ve worked with a ghostwriter UK, clarify how much behind-the-scenes involvement you want to share, especially if maintaining transparency ties into your values around ghostwriting ethics.
TikTok for Authors: Tapping Into BookTok
Embrace Short, Snappy Videos
TikTok thrives on fast-paced content. Hook viewers within the first 3 seconds, whether that’s through a question, a visual, or a bold statement. Think:
- “Books that made me sob at 2AM”
- “Romance authors, stop doing this…”
- “This scene nearly broke me writing it…”
Use Trends Strategically
Don’t jump on every trend. Choose ones that can be adapted to your book’s theme, characters, or reader emotions. Align your participation with your author branding to stay authentic.
Show the Author Journey
Behind-the-scenes writing updates, manuscript editing preparation, research insights, and even the highs and lows of writing can all connect with readers and fellow writers alike.
Highlight Reader Reactions
Encourage readers to tag you in their reactions. Compile these into response videos or reshare with commentary. Nothing sells a book like social proof.
Promote With Purpose
Tease scenes that align with trending hashtags. Share one-liners from pivotal moments, especially those involving character arc development. Pair emotional quotes with ambient music or visuals for dramatic effect.
Instagram for Authors: The Visual Storyboard
Curate a Cohesive Feed
Instagram rewards aesthetics. Use a consistent colour palette and layout that aligns with your genre and cover. Think soft pastels for romance, darker tones for thrillers, bold contrasts for non-fiction.
Professionals can assist with this, especially book marketing professionals who offer visual asset design and book cover design psychology support to create an experience, not just a feed.
Use Reels to Tell Micro-Stories
Short-form video has become Instagram’s engine for reach. Use Reels to:
- Introduce your characters
- Share writing tips
- Answer common reader questions
- Build hype for your book launch checklist
These videos often perform better than still images, so don’t hesitate to get on camera or use B-roll with text overlays.
Carousels = Content Depth
Carousel posts are perfect for showcasing excerpts, fan art, or your writing process. They keep users swiping and signal value to the algorithm.
You can even turn your pitch to literary agents or submission journey into a relatable, engaging post series.
Collaborate With Bookstagrammers
Book influencers on Instagram can have a massive impact, especially within niche genres. Reach out for features, Q&As, or launch partnerships.
Not sure how to find them? Many book marketing professionals offer influencer outreach as part of their campaign packages.
Practical Tips for Both Platforms
- Hashtags matter: Use a mix of niche (#darkromancereads) and broad (#booktok, #bookstagram) tags.
- Link back: Always drive viewers to your website or buy a link
- Track performance: Use insights to learn what’s working and adjust your content strategy accordingly
- Engage actively: Reply to comments, follow other authors, and support fellow creators
Remember, these platforms aren’t just for promotion, they’re for building community.
Turn Content Into Campaigns
If you want to take things a step further, consider turning your social content into a full-fledged marketing campaign.
A well-executed campaign could include:
- A book video trailer launch
- Themed weekly Reels
- A preorder or launch countdown
- A character mood board series
- An illustrated spotlight (if you hire a book illustrator professional for your title)
- Writing updates tied to behind-the-scenes insights
Social media is also a great place to start conversations around genre trends. Want to discuss self-publishing vs hybrid vs traditional routes? Or explore types of book editing? Your posts can educate and engage at the same time.
Common Mistakes to Avoid
- Being overly promotional without value
- Ignoring your comment section
- Jumping on every trend, regardless of fit
- Posting inconsistently
- Using visuals that clash with your genre and voice
Consistency is key, but so is intention. Let every post reflect your brand, your book, and your readers’ interests.
Conclusion
A smart book marketing social media strategy doesn’t just push your product. It builds trust, fuels engagement, and keeps readers coming back for more. With the right combination of authenticity, visual branding, and platform-specific content, TikTok and Instagram can become powerful engines for your author career.
If you’re unsure where to begin or want to scale up your presence, professional book marketing services can design campaigns that do more than just go viral. They build your brand, your audience, and your long-term success.