Four Social Platforms for Authors

There are so many ways authors can engage with readers online. However, the four most common social media platforms for writers are:

1. Facebook

Facebook, the original social media platform, is the most widely used and contains the most diverse demographics. So, chances are high that you can find your readership here, even if you write in a niche category. Create an Author Page separate from your personal account for the most professional approach. You can post book updates, events, or anything your followers would find fascinating here.

2. Instagram

Dubbed “the visual platform,” Instagram is a feed of highly-curated images. It isn’t the place for linked articles or overly wordy posts. Its focus is on aesthetics, where pictures and videos reign supreme. A pocket of this social platform is known as Bookstagram, where users post book-related content such as reviews, covers, book stacks, and virtually anything related to reading and publishing. Use the hashtag #bookstagram to search for reviewers you can pitch or simply to help your posts gain traction. Experiment with Reels, which are Instagram’s built-in videos (similar to TikTok).

3. TikTok

One of the newer socials, TikTok is known mainly as the preferred platform for Gen Z—but that doesn’t mean you shouldn’t explore here too. Short, catchy, and entertaining videos dominate it. Like Instagram, one division of this growing platform is dedicated to book content—welcome to BookTok! Search the hashtag to discover everything from reviews to rants and raves from readers. Authors can connect with content creators on BookTok who have massive followings. Maybe your book will be the next viral video!

4. Twitter

Authors enjoy Twitter because of the extensive community of writers who use the platform. It’s a great way to connect, stay plugged into the latest industry news, and promote your author brand. The short character limit means that your posts must be concise and to the point, a great way to practice your book’s elevator pitch.

Social Media Tips for Authors

Now that you know a bit about each popular social media platform, you might be ready to jump in head first. But wait—before you start, there are a few important things to remember to tackle social media effectively and strategically.

• Optimize your posts. SEO (Search Engine Optimization) improves the quality of search results, which means you want to use the best wording in your posts to increase your likelihood of discoverability. What are people looking for? What are key buzzwords? Use these in your captions and as hashtags.
• Choose the right platform. Being active and engaging on all social media platforms is a good way to spread yourself too thin. Instead, select two (primary and secondary) where you will direct your effort. How to choose? Think about where your ideal readers hang out. Are they 40+? They’ll likely be on Facebook. Are they teens and twenty-somethings? They’re definitely on TikTok. Make the most of your social media strategy by starting narrow and growing over time.
• Experiment with ads. Warning: Ads are not for the faint of heart. They can be money and time suckers, leaving you more frustrated than anything. However, they can also be highly successful at selling books. The key is to do your research in advance. Watch webinars and instructional videos. Take a free course. Learn all you can about implementing an advertising strategy before you dump money into social ads.
• Use the 80/20 rule. It’s tempting to dive into social and sell, sell, sell. But that’s a surefire way to turn off your followers. They don’t want your product shoved down their throats. Instead, focus most of your posts on things like education, entertainment, or something you find fun. The other (much smaller) percentage of posts can be promotions for your book.

Here’s why:

Traditional publishing works under the idea that authors first secure a literary agent, who then pitches the book to publishing houses. The process is slow and uncertain. If your book is sold, the publisher typically pays you an advance (meaning a lump sum of money upfront). This sounds great, right? But wait. Your literary agent will take a cut of that advance (usually 15%), and then you have to earn out your advance in order to receive any royalties on sales. A well-known fact in the publishing industry is that most books do NOT earn out their advance. So that means you won’t see any money from sales.

On the other end of the spectrum is self-publishing (or “indie” publishing), where the author publishes their book without a publisher. Self-publishing is growing in popularity. However, there are pros and cons to consider, primarily the cost. Creating and distributing a professional, high-quality book that can compete with its traditionally-published counterparts isn’t cheap. In this model, authors pay out of pocket for services like editing, formatting, cover design, eBook creation, and audiobook creation, not to mention the critical aspect of marketing. All of this can add up FAST, plus be a headache if you’re not equipped with the skill or time to do so.

Then there’s the middle ground, and that’s where we live. As a hybrid publisher, we share the investment with our authors, finding a mutually beneficial balance. Under our royalty structure, you earn 100% of the profits made by your book until you have earned your entire investment back. Read that again: 100%! But isn’t that the same as self-publishing? Yes, however, we do all the prep work to make your book stand out and be positioned in the market to maximize sales. You won’t have to worry about hiring freelancers or surprise costs popping up. The one-time fee package means that everything is taken care of, so you can enjoy the parts of publishing you love: the writing and the rewards.

Even after you have earned your investment back, Page Publishing is only entitled to 20 cents per book sold. Depending on your book’s price point, your share of a physical book sale (paperback or hardcover) could earn you between $3-$4 per book sold. While eBook sales are often higher due to the low production cost, which means you’ll make even more. Score! You are entitled to 100% of these earnings under our agreement. Those “no-cost” publishing contracts will give you 15-20% or less. The big question becomes: Why provide a publisher with such a big slice of the pie for YOUR work?

Let’s circle back to the important first step of choosing a publishing path. Now that you understand the differences, as well as some of the advantages and disadvantages, you can make an objective choice. It’s tempting to go for what’s perceived as the “no-cost” option, but the truth is there’s no such thing. As the old saying goes, nothing in life is free. At some point along the way, there will be costs associated with every publishing choice—some may be more immediate than others, but they’re there all the same. If you compare two similar books—one that went traditional, the other hybrid—the ins and outs of money might look different, but in many cases, end up equaling out. The difference is in the details.

All this to say that publishing choices shouldn’t be made looking through rose-colored glasses. Things at first glance may seem superior, but when you break it all down, you’ll see that there is a massive benefit to choosing a hybrid publisher like Page Publishing, who will bring your book to market in an efficient, qualified way. At the end of the day, there’s always a cost—you just need to decide whether it’s worth it. In our proven publishing model, the answer is yes.

Once you have completed your writing, you may face a big question: How do I reach my readers? The answer comes down to knowing who your readers are, where they hang out, and how to market to them effectively. It’s no surprise that knowing your readers will increase sales, but knowing your readers AND employing effective marketing will make those sales even bigger. So let’s take a look at strategies for establishing your target audience.

1. Identify your ideal reader.

Who is the person you’re writing for? If you could conjure an ideal reader, what would they look like? Think of demographics, psychographics, interests, buying habits, and more. The goal is to speak directly to this reader group through your writing and branding. Building a platform for people who aren’t interested in your book doesn’t make sense. You want to provide value to the people who want it. Once you have this profile in mind, you can better search for this reader in real life.

2. Determine a primary and secondary audience.

Every book has a primary and secondary audience, meaning your core group of readers, followed by readers who might pick up your book for a change of pace. These secondary readers may receive a copy of your book from a friend, which is an excellent opportunity to turn them into primary readers! Secondary markets might not be as obvious, but they’re equally important. Try to come up with one primary audience and several secondary ones.

3. Identify comp titles.

Comparative (“comp”) titles are books similar to yours in topic, writing style, theme, or genre. A list of comp titles is a great way to identify your audience. Chances are, people who read (and enjoy) those books will feel the same about yours. Start by doing some basic research to compile a list. Then, take it further by checking where those authors have an online presence, where and how they market their books, and the conversation surrounding them. You can tap into this by saying, “If you liked that book, try mine!”

4. Search social media.

Social media is a great place to find readers. Why? Because readers love to talk (and post) about books! A simple hashtag search can bring up tons of results for specific books, authors, or even just genres. For instance, you could search #suspensebooks (genre), #FriendsToLovers (trope), or even #mentalhealth (topic)—the more narrow your search, the more exact the results. Then, check out the profiles and start engaging with people of similar interests to your book.

5. Find online communities.

The beauty of the internet is there are opportunities to “meet” people worldwide right from the comfort of your home. These online communities are great places to discover readers and start conversations. Try doing a Google search for blogs and forums related to your topic or genre. There are tons! Read what people are talking about and what they like, then tailor some of your comments/posts to that. Introduce yourself and your book—you can’t expect people to find you if you don’t put yourself out there. Other online places to consider are Facebook groups and Goodreads, where readers gather to discuss books.

6. Do some keyword research.

It might sound scary, but keyword research doesn’t have to make you break into a sweat. Really what it comes down to is understanding the search terms people use most frequently for an item. Regarding books, you’d be interested to know how readers search for particular genres. There are tools you can use (such as KDP Rocket and many others) that will give you a list of keywords based on your book details. Use these keywords when marketing and selling your book to target the ideal reader.

7. Try paid advertising.

Ads can be overwhelming, but done well, and they are a great way to reach the right readers. That said, advertising comes with a cost and is something you’ll want to budget for. Depending on your goals, there are different types of ads (targeted, sponsored, etc.). Ultimately, ads are designed to show up near similar items, enticing readers to try your book. From there, you have a good chance of hooking a new reader for your primary audience.

8. Build a newsletter.

One way to get readers is to have them come to you. Designing a newsletter and building your list of subscribers creates a built-in readership base. These people are there because they want to be—which is the best type of reader. They’re invested in you and your work and may be the first to spread the news about your new releases to friends. Try putting a sign-up form on your website and sharing the link on your social media platforms to collect email addresses. Then, send out periodic newsletters with updates, giveaways, and behind-the-scenes info about your writing life.

9. Read your reviews (with caution).

The best way to understand what people think of your book is to read reviews—gulp! It is typically a big, fat no-no for authors. Why? Because one bad review can send you into a spiral of self-doubt. But chances are, for every low review, there are ten glowing reviews that you want to target. See what people are saying, what they love, then do more of it in your next project. You can find reviews in many places, including Amazon, Goodreads, Bookbub, and Bookstagram influencers.

The Takeaway

Finding your ideal reader takes a little bit of thought but shouldn’t send you into a panic. Don’t be afraid to experiment to see where you land. Eventually, a solid audience will emerge.

Readers today have more options than ever when it comes to how they consume books. From eBooks to audiobooks and, of course, print books, people can consume stories in different ways that fit their lifestyles and preferences. While there’s no definitive “which one is better” conclusion, there are pros and cons to both eBooks and physical books. These critical factors impact reader buying decisions. So, which one should you choose? Let’s take a look at some advantages of each.

eBook Pros

Portability
Nothing beats the convenience of eBooks when it comes to taking a book (or more) with you wherever you go. Whereas physical books are heavy and cumbersome, eBooks take up only a little space. As a result, they’re great for travel and people who read a lot of books in a short time. So load up your eReader, and you’re ready to go!

Night reading
If you’re the type who likes to read before bed but doesn’t want to keep the light on, eBooks are a great option. Most eReaders are backlit, meaning the screen is bright enough to read without an overhead light. However, artificial light has a downside (see below), which is something to consider.

Storage
Many people love the look of books on a bookshelf, but for those with limited space, eBooks are a way to collect and save books. eReaders can hold up to 500 books per gigabyte of storage—so with that Kindle you have, you could potentially store thousands of books on a single device.

Eco-Footprint
Printing physical books requires a lot of energy and natural resources. On the other hand, eBooks need none of these things, as they are all digital files (aside from the eReader itself). As a result, switching to eBooks could lower your carbon footprint and greatly reduce deforestation.

Less expensive
A big pro for many readers is that eBooks are generally less expensive than physical books. Whereas hardback books can reach up to $30, the same title eBook often taps out at $12.99 (many are much lower, including frequent promos for $0.99 or even free books). This lower pricing is because there are no printing costs associated with eBooks, allowing them to retail at a lower price point.

Features
Some eBooks have special features like bookmarks, highlighting, and even adding notes. In addition, the hyperlinked text means users can click to look up definitions of words or even visit outside sources on the internet, then quickly return to the book. All of these technological features have increased the functionality of eBooks in today’s market.

Availability
eBooks are available at the click of a button, which means you can buy and start reading a new book without leaving your home. They’re never out of stock and aren’t subject to shipping concerns. In a nutshell, eBooks are ideal for instant gratification.

eBook Cons

Connectivity
Most eReaders do not require wifi to read a book—however, you need to be connected to the internet to download a book. Therefore, if traveling, it’s best to load up your eReader before you leave so that the books are there and ready in case you find yourself in an area without wifi. Similarly, you must charge eReaders, and you run the risk of running out of battery right when you’re getting to the good part!

Artificial light
As mentioned above, eBooks are an excellent option for nighttime reading. However, the artificial light produced by many eReaders can strain your eyes and interfere with your body’s natural sleep cycle. Even with improved lighting and anti-glare technology, you might still need frequent breaks to rest your eyes.

No touch and feel
Perhaps one of the main reasons eBooks turn readers off is the lack of “touch and feel” compared to holding an actual book in your hands. Reading is very much an experience for some people, and eBooks may not align with that.

Print Book Pros

“Traditional” reading experience
Print books allow readers to touch the pages, feel the book in their hands, and smell the cover. It immerses them in the reading experience through physical substance, something eBooks can’t do.

Screen-free
For those who are wary of screen time, print books can give you a break. In today’s world, where people are on their devices all day, reading a physical book is a great change of pace, is easier on your eyes, and helps you disconnect.

You don’t have to be tech-savvy
There’s no learning curve to reading a book—simply open and start, which is good news for people who find eBooks confusing or overwhelming. No buttons to push, nothing to download.

Sharing
When you have finished a book, what do you do with it? Many people donate or pass it along to a friend. Sharing is much easier with print books and helps support the second-hand book market.

Better Illustrations
For picture books and novels with illustrations, the print version will often be of higher quality when it comes to images. Illustrations are crisper, richer, and in color, whereas some eReaders are only black & white.

Print Book Cons

More expensive
Price is one of the most significant downsides of print books. Due to printing costs (paper, production, shipping, etc.), physical books will always be higher priced than eBooks. The average price for hardcover books is $24.99–$27.99, significantly more than an eBook.

Portability and size
Physical books take up more space both during and after reading. Taking multiple books on vacation can fill up a suitcase quickly, and storing all the books you read requires space some people may not have.

Less economical
Printing physical books uses a lot of natural resources and can take a toll on the environment. An excellent way to combat this is to buy used books, borrow from the library, or consider eBooks.

The Takeaway

Reading is a personal preference, and while there are pros and cons for both physical books and eBooks, there’s no overall right or wrong choice. Weigh the advantages of each to make a choice that suits your lifestyle and needs. At the end of the day, the most important thing is that you’re enjoying a great book!