How to Market a Book on Social Media: Proven Strategies for Authors in 2025
In today’s digital publishing landscape, social media is one of the most powerful tools for building your author brand and driving book sales. With over 4.5 billion users across platforms, social media book marketing offers authors direct access to their ideal audience. Whether you’re traditionally published or self-published, leveraging social platforms is essential for long-term success.
At Arkham House Publishers, we work closely with authors to implement strategies that actually move books. This comprehensive guide breaks down exactly how to market a book on social media in 2025 with practical, proven methods.
Book Marketing on Social Media: Why It Still Works
Despite constant algorithm changes, social media remains the most affordable and accessible way to reach readers. It helps authors:
- Build a loyal reader community
- Announce book launches and promotions
- Drive pre-orders and ongoing sales
- Create engagement and word-of-mouth buzz
Instead of one-time ads, social media lets you create an ongoing narrative around your author’s journey and books.
Best Platforms to Promote a Book in 2025
As the world of social media book marketing continues to evolve, book promotion has become a specialized niche. Each social media platform features different age demographics, content types, and styles of writing. Understanding how to effectively promote your book on social media is dependent on knowing where and how your target audience prefers content.
Whether you are self-publishing a new novel or expanding an existing catalog, every single platform has advantages that may directly correlate with growing your sales. Not every emerging social media platform will have the same level of effectiveness when it comes to marketing.
Hence, if authors want to advertise their works through social media, they need to know the best platforms to promote a book and how to communicate with the audience using different platform strategies.
Choosing the right platform when launching your first book or expanding a backlist can greatly improve your outreach as well as sales. Learn how to market a book on social media in 2025 and how each platform contributes uniquely.
1. Instagram: Visual Storytelling & Community Building
Great for: Fiction, young adult (YA), romance, children’s books, memoirs
Instagram continues to be a powerhouse for social media book marketing, particularly because of its highly visual format. From beautifully curated flat-lays to interactive Reels, it’s an ideal space for readers who judge books by their covers and their vibes.
How to promote your book on Instagram:
- Post Cover Reveals: A stunning book cover can grab attention instantly. Tease it using countdown Stories, carousels, or behind-the-scenes design snippets.
- Use Reels for Micro-Storytelling: Short video clips (15–60 seconds) offer a great way to build hype. Try doing “aesthetic mood reels” based on your characters, reading vlogs, or even first-line challenges.
- Leverage Bookstagram: Partner with Bookstagrammers for ARC reviews, giveaways, and read-alongs. These influencers can introduce your book to their trusted communities.
- Quote Graphics & Fan Art: Pull compelling lines from your book and create branded quote cards using Canva. Encourage fans to draw or share inspired content.
Tip: Use hashtags like #Bookstagram, #RomanceReads, #KidLit, or #IndieAuthor, but limit to 10–15 per post for optimal reach.
2. TikTok: Viral Visibility with #BookTok
Ideal for: Fantasy, romance, YA, speculative fiction, emotionally-driven novels
If there’s one platform that’s revolutionized the way books go viral, it’s TikTok especially through the sub-community known as #BookTok. A single well-timed TikTok book promotion, can turn your book into a bestseller.
How to promote your book on TikTok:
- Teaser Clips: Create short videos showing dramatic lines from your book, flipping through annotated pages, or doing “If you like this trope, read this book” skits.
- Use Trending Sounds: Pair your video with viral audio to get on users’ for You Pages. Stay relevant with popular challenges or formats.
- Behind-the-Scenes Content: Film your writing space, day-in-the-life author routines, or book unboxing videos.
- Duet & Stitch: Respond to reviews, react to fan videos, or expand on reader theories using duet features.
Tip: Be authentic. TikTok users prefer raw, unfiltered content over overly polished posts. Your personality sells as much as your book.
3. Facebook: Community Engagement & Targeted Ads
Best for: Nonfiction, older adult readers, niche genres (historical fiction, self-help), spiritual/inspirational books
Despite being one of the oldest platforms, Facebook remains an invaluable tool for authors, especially those with nonfiction or genre-specific audiences. It offers a more intimate, long-form engagement model and strong group features.
How to promote your book on Facebook:
- Create an Author Page: This acts as your central hub for updates, events, and reader interaction.
- Build or Join Facebook Groups: Whether it’s a private group for your readers or joining niche book clubs, groups are where serious readers hang out.
- Go Live: Host virtual launch parties, live Q&A sessions, or read chapters aloud to create immersive experiences.
- Facebook Ads: Run paid promotions targeting readers by interests, age, location, and even book genre preferences. Facebook’s ad platform is robust and allows for deep audience targeting.
Tip: Encourage group engagement with polls for book marketing on social media, discussion prompts, or early access perks for your readers.
4. Twitter/X: Thought Leadership & Industry Connections
Useful for: Literary fiction, poetry, writing guides, professional nonfiction, indie publishing
Twitter. Now, X—may have seen shifts in user experience, but it remains vital for writers looking to build credibility, join conversations, and network with book publishing professionals.
How to use Twitter/X for Book Marketing:
- Tweet Snippets & Excerpts: Share lines from your book that provoke emotion, curiosity, or humor.
- Participate in Hashtag Events: Join weekly events like #AmWriting, #IndieAuthor, #WritersLift, or #1LineWed to gain visibility.
- Live Tweet Events: Conferences, launch days, or book awards are great moments to engage your audience in real-time.
- Engage in Dialogue: Unlike other platforms, Twitter excels at conversation. Comment on other writers’ posts, support your peers and share industry insights.
Tip: Use pinned tweets to highlight your latest release, link to a free chapter, or announce a giveaway.
5. LinkedIn: Thought Leadership & Nonfiction Marketing
Recommended for: Business, leadership, self-help, career development, psychology, personal branding
Often overlooked in the author marketing landscape, LinkedIn can be a goldmine for nonfiction authors and professionals with a message.
How to promote your book on LinkedIn:
- Publish Articles: Offer insights from your book’s subject area in article form. Use them to establish your authority and link back to your book.
- Share Quotes as Content Snippets: Repurpose sections of your book as educational or motivational posts.
- Network with Influencers: Connect with coaches, consultants, podcasters, and business readers who might feature your book or recommend it.
- Book Launch Announcements: Unlike Facebook, LinkedIn audiences love success stories, milestones, and personal development journeys.
Tip: Include your book title and link in your job title or banner for constant passive promotion.
6. YouTube & Pinterest: Long-Form Content & Evergreen Discovery
Perfect for: Authors with strong visual assets, lifestyle-driven books, DIY/guides, and evergreen content
If you’re serious about building a content library that works for you long after publishing day, YouTube and Pinterest are the platforms to master.
YouTube Book Marketing:
- Create Book Trailers: Think cinematic, emotional, and character-driven.
- Post-Writing Vlogs: Take your audience on your author journey—writing sprints, editing sessions, release day prep.
- Upload Author Interviews: Collaborate with other authors or host AMAs (Ask Me Anything).
Pinterest Book Marketing:
- Design Pin Graphics: Share chapter previews, mood boards, or how-to content based on your nonfiction topics.
- Optimize with Keywords: Pinterest acts more like a search engine than a social feed. Use clear, keyword-rich descriptions and link back to your landing pages.
- Create Boards: Organize pins by theme—”Books with Strong Female Leads,” “Mindfulness Reads” or “KidLit Activities.”
Tip: Both platforms benefit from SEO. Research and incorporate key search terms your ideal reader would use.
Social Media Marketing Tips for Authors
Effectively using social media book marketing tips for authors means going beyond just posting a cover image and hoping readers show up. Whether you’re a debut novelist or a seasoned author with a series under your belt, social media gives you powerful tools to promote your book on social media, but only if you’re strategic about it.
Here are actionable, time-tested tips designed specifically for authors to build their presence, drive engagement, and ultimately sell more books.
1. Build Your Author Brand
The first thing you need to do before ebook promotion on social media is to build a unique and consistent author’s brand. An author’s brand means more than the genre and logo. It also encompasses tone, message, and personality.
Key Tactics:
- Use One Profile Photo for All Social Media Platforms: For example, on Twitter or other platforms such as Instagram, TikTok, Facebook, etc., use the same profile picture, which could be either a professional headshot or a creative author illustration.
- Write a Single Bio: When writing your bio, keep it short; add genre-specific information and tell readers what they should do next (e.g., “Fantasy writer | Get my free novella at [link]”).
- Create Visual Consistency: In line with your genre, select consistent color schemes, fonts, and general visual styles such as pastels for romance/YA or dark, moody tones for thriller novels.
By creating a strong brand identity, authors build trust. Readers are more prone to being involved with polished authors who maintain a reliable and emotionally captivating online presence.
2. Develop a Posting Calendar
Inconsistent posting is one of the biggest reasons authors fail to gain traction on social media. The book marketing services help you stay organized and visible without burning out.
What to Include:
- 3–5 Posts Weekly: Aim for quality over quantity. To keep your content fresh, it is important to use a combination of formats on different platforms, such as photo posts, Reels, live videos, and Stories. Don’t forget that mix.
- Teasers & Snippets: Give your audience an idea of what’s coming in the book by sharing captivating excerpts or even a few lines from the first chapter or some dramatic dialogue. This way, you can excite curiosity.
- Behind-the-Scenes Clips: These should offer audiences glimpses into your working process. Some examples include playlists alongside writing, character boards and workstations.
- Calls to Action (CTAs): Get your followers involved in promoting your book on social media through comments, shares, newsletter subscriptions, and book pre-orders.
You can schedule posts beforehand with Buffer, Later or Canvas content planner tools. Creating a well-planned calendar saves time and increases both consistency and engagement rates.
3. Repurpose Your Content
Time is every author’s most limited resource. It is not always mandatory to continuously generate new content. It is possible to attain a wider reach with less effort by repurposing existing materials.
Examples of Smart Repurposing:
- Turn Blog Posts into Tweet Threads: Break your blog post into bite-sized, tweetable tips or reflections. Use numbered threads to keep your audience scrolling.
- Recycle One Video Across Platforms: Record one short-form video and post it on Instagram Reels, TikTok, and YouTube Shorts. You can edit it slightly for each platform’s format, but the core content remains the same.
- Convert Snippets into Graphics: Highlight strong lines from your book or blog post in Canva and turn them into quote cards or carousel posts for Instagram and Pinterest.
- Create Monthly Recaps: Bundle together your top-performing posts and re-share them as “What You Missed This Month” content.
This approach keeps your feeds active and engaging while minimizing creative fatigue.
4. Use Hashtags Strategically
Hashtags are your discoverability engine. Used well, they can help readers, reviewers, and fellow writers find your content and your books.
Hashtag Best Practices:
- Mix Broad and Niche Hashtags: Combine some of the popular ones like #BookMarketing or #IndieAuthor with more specialized or community-based ones such as #WitchyReads2025, #RomanticFantasy or #HistoricalFictionLovers.
- Research Top-Performing Tags: Look for trending and relevant hashtags using tools such as Hashtagify, display purposes, or platform-specific search bars.
- Rotate Hashtag Sets: Instead of copying the same set of tags for every post, create 3–5 tailored sets based on content type (e.g., book launch, writing progress, personal posts).
- Keep It Clean: Don’t overload your caption with 30+ hashtags. Aim for 5–15 highly relevant ones that support your content and genre.
Hashtags not only boost visibility but also connect you with your community.
5. Collaborate with Other Creators
If your audience is small, borrow someone else’s. Collaborating with other authors, BookTubers, BookTokers, and influencers accelerates your growth and builds social proof.
Collaboration Ideas:
- Live Discussions: Host a live video with another author or reviewer. Talk about your latest releases, your writing process, or industry trends. Going live alerts followers and boosts algorithm visibility.
- Guest Blog Posts: Write for another author’s blog or invite them to write for yours. This exchange introduces your work to a new audience.
- Duets & Stitches (TikTok): React to content from other creators or use their videos to tell your side of the story. BookTok duets are particularly powerful for viral marketing.
- Cross-Promote Newsletters or Giveaways: Team up with authors in your genre to run a bundle giveaway or newsletter swap. Promote your collaborators’ books and ask them to do the same.
Collaborations create a ripple effect: more engagement, higher visibility, and stronger author-to-author support systems.
Bonus Tips for Book Success
Below are some of the useful tips to promote your book on social media:
Engage Consistently
Social media is a two-way street. One can like, comment, and share others’ posts. Answer questions, reply to DMs, and thank readers for their support. Engaging isn’t just polite. It boosts your reach.
Track What Works
Use built-in analytics tools on each platform to see what content performs best. Are your followers engaging more with quotes or videos? Which hashtags drive traffic? Let the data inform your next move.
Focus on One Platform First
Trying to dominate five platforms at once is overwhelming. Start with one (ideally where your audience hangs out), master its rhythm, and then gradually expand to others.
Link Back to Your Book
One should always ensure that readers can easily access their book, whether through a pinned post, link-in-bio, or CTA in a caption. A good suggestion related to how to sell more books online would be to use Linktree or your own landing page to organize links for pre-orders, reviews, and social handles.
Book Marketing Strategy for Authors: A Funnel-Based Approach to Social Media Book Marketing
In today’s fast-paced, content-driven world, writing a great book is only half the battle; the real challenge lies in getting it into the hands of readers.
Instead of random posts and hopeful hashtags, savvy authors are using a funnel-based approach to move readers through the journey from awareness to purchase. Think of your book marketing strategy for authors in three layers:
- Top of Funnel (TOFU): Awareness
- Middle of Funnel (MOFU): Engagement
- Bottom of Funnel (BOFU): Conversion
Here’s how to build and implement this model to successfully promote your book on social media and increase visibility and sales.
Top of Funnel (TOFU): Awareness
Goal: Get discovered by new readers
At the TOFU stage, your audience may not even know you exist yet. This is your chance to capture attention, create curiosity, and establish a memorable presence.
Tactics:
1. Reels, Memes, and BookTok Challenges
Short-form video is a discovery powerhouse in 2025. Create Reels and TikToks around:
- Trending audios with bookish spins
- “A Day in the Life of an Author” content
- Funny writing memes or genre-related humor
- BookTok-style challenges like “Books that broke me” or “If you liked X, read mine.”
Viral content doesn’t need high production; it just needs authenticity and emotional resonance.
2. Eye-Catching Visuals
Graphics matter. Share:
- Stunning cover reveals
- Quote cards with your book’s most gripping lines
- Aesthetic boards or mood boards
- Countdown timers for your book launch
Use platforms like Canva to maintain a polished, consistent brand. Great visuals stop the scroll and introduce your work to new eyes.
3. Hashtag Strategy for Discovery
Pair broad hashtags like #BookMarketing or #NewBooks2025 with niche tags like #CozyFantasy or #IndieAuthorsUnite. Hashtags amplify reach and put your content in front of genre fans.
4. Author Introduction Posts
Introduce yourself. Readers love knowing the face behind the words. A pinned “About Me” post with your bio, genre, and fun fact builds a connection instantly.
Outcome:
The TOFU stage creates initial visibility. Readers won’t buy yet, but they’ll start to recognize your name, book, and brand.
Middle of Funnel (MOFU): Engagement
Goal: Build trust and connection with interested readers
Now that people are aware of your book, the next step is building rapport. This is where you turn curiosity into genuine interest.
Tactics:
1. Character Reveals & Story Excerpts
Share glimpses into your book:
- Introduce key characters with art, descriptions, or personality quizzes
- Share excerpts or pivotal moments that intrigue without spoiling
- Post “choose your adventure” polls to boost interaction
This gives your audience a taste of what they’ll experience and deepens emotional investment.
2. Writing Journey Updates
Be open about your process:
- Share writing milestones: word counts, edits, beta feedback
- Talk about challenges and what inspires your storytelling
- Celebrate achievements: finished chapters, cover arrivals, publication day
Transparency builds trust. It also humanizes the author behind the product.
3. Reader-Centric Interactions
Let your followers feel like part of the journey:
- Host Q&A sessions on Instagram Live or Facebook
- Create polls like “Which cover version do you like more?” or “Which side character deserves a novella?”
- Ask open-ended questions like “What’s your favorite enemies-to-lovers trope moment?”
This interaction isn’t just for likes; it deepens reader engagement and helps you stand out in a crowded digital marketplace.
4. Use Email to Nurture Relationships
Though not strictly social media, MOFU is also where email marketing shines. Directly interested followers to your mailing list by offering:
- A free short story or chapter sample
- Exclusive sneak peeks or bonus scenes
- Access to giveaways or ARC opportunities
Outcome:
At the MOFU stage, your audience knows you and your work. They begin to care about your stories, making them more likely to take action when the time comes.
Bottom of Funnel (BOFU): Conversion
Goal: Turn interest into purchases and reviews
This is the moment your efforts pay off. BOFU content is direct, persuasive, and timely, designed to convert followers into readers and readers into fans.
Tactics:
1. Clear CTAs and Purchase Links
Make buying simple. Every sales-related post should include:
- Direct links to your book on Amazon, Bookshop.org, or your own website
- Buttons, stickers, or swipe-up links (in Stories) that drive action
- Specific CTAs like “Pre-order now,” “Read the first chapter,” or “Add to your TBR list.”
Keep links in your bio updated, and consider using tools like Linktree to streamline access.
2. Showcase Social Proof
Let others vouch for your book:
- Share screenshots of reader reviews or Goodreads ratings
- Highlight testimonials from influencers or bloggers
- Display any awards, shortlisting, or positive press
Social proof lowers buyer hesitation and boosts confidence in your work.
3. Offer Time-Sensitive Promotions
Create urgency through:
- Limited-time discounts or flash sales
- Bonus content for early buyers (e.g., a signed bookmark or alternate cover)
- Countdown posts leading up to release day
These drive immediate action, especially when paired with strong CTAs.
4. Launch Campaigns
Plan coordinated launches across platforms:
- Use a launch day countdown on Instagram
- Pin tweets and Facebook posts with buy links
- Run a mini-campaign on TikTok with teaser videos, reading snippets, or emotional reactions
Create anticipation and reward your community for their support.
Outcome:
The BOFU stage turns attention into action. With trust already built, this is where readers make purchases, leave reviews, and recommend your book to others.
Pin, Post, Reel, Repeat: Platform-Specific Book Marketing Tips
Instagram remains one of the best platforms to promote your book on Instagram in 2025. Here’s what works:
- Post visual content: cover reveals, quote cards, fan art
- Use Reels to showcase storytelling
- Run countdowns in Stories for launches
Facebook excels at event-driven promotion. Follow these Facebook book marketing tips:
- Create an author page and reader group
- Schedule Facebook Lives during the launch week
- Share testimonial posts and book trailers
TikTok
TikTok has transformed social media book marketing:
- Use trending audio for book-themed skits
- Create cliffhanger-style teasers
- Duet or stitch with other creators for exposure
Though user numbers declined, Twitter/X remains a place for professional connections:
- Participate in Twitter chats like #IndieAuthorHour
- Tweet snippets from your book or writing updates
Conversion Strategies: Marketing a Self-Published Book on Social Media
Driving traffic is step one. Converting followers into buyers is where strategy matters. Self-published authors must create their own buzz related to book marketing on social media. Here’s how:
- Build a launch team through your newsletter or ARC sign-up forms
- Schedule regular pre-launch and post-launch posts
- Offer value: writing tips, genre insights, behind-the-scenes content
- Offer limited-time discounts on Kindle, Kobo, etc.
- Share direct links to download pages
- Highlight benefits like instant access, mobile reading
- Use compelling CTAs (Call to Action): “Click to read the first chapter free.”
- Leverage book marketing services and social proof (reviews, blurbs, awards)
- Build an email list with social contests or free chapters
Final Thoughts
In 2025, your readers live on social media. By choosing the right platforms and delivering consistent, engaging content, you can build a lasting brand and boost your book sales organically.
Partnering with experienced publishers like Arkham House Publishers ensures your social media book marketing plan is rooted in industry trends, data, and proven success.
FAQs About Market a Book on Social Media Platforms
What’s the best social media platform to market a book?
Instagram and TikTok are top picks for fiction; Facebook and LinkedIn work better for nonfiction.
How often should authors post on social media?
Aim for 3 to 5 times per week. Focus on quality, consistency, and engagement.
Can you market a self-published book on social media successfully?
Yes, social media can be highly effective with the right strategy and consistent branding.
What hashtags should I use to promote my book?
Use a mix of broad and niche tags like #BookMarketing, #AmWriting, #BookTok, and #IndieAuthor.
How long does it take to see results from book marketing on social media?
It depends on your consistency, audience size, and platform typically 4-8 weeks to start seeing traction.
