How to Self-Promote Your Book Without the Ick: Social Media for Authors

How to ‘Create Content’ and Become an Online Influencer for Your Books

Let’s be honest—most writers didn’t get into the game because they love posting on social media. But in today’s book-buying world, visibility is everything. And like it or not, your readers are scrolling. So if your book isn’t popping up in their feed, it’s probably not popping into their cart either.

Here’s the good news: You don’t have to become a “content creator” to make social media work for you. You just have to be a real human who shares what you’re working on, what you care about, and why your book exists in the first place.

  • Take TikTok, for example. Author *Ava Reid* (The Wolf and the Woodsman) used it not to dance—but to share behind-the-scenes inspiration, aesthetic boards, and character breakdowns. Readers loved the peek behind the curtain, and it helped drive buzz ahead of her launch.
  • Over on Instagram, memoirist *Stephanie Land* (Maid) leaned into short, emotional captions paired with everyday photos of her life post-publication. It built trust. Readers connected. And that connection turned into word-of-mouth sales and media opportunities.
  • Even Twitter/X still has its uses. Sci-fi writer *Suyi Davies Okungbowa* uses it to engage with the writing community and share his process and setbacks with total transparency—earning him a loyal following that supports every release.
  • You would be surprised how many create types would love to add your book to their Pinterest page. Or make your own page with your book(s) and what inspires you! Your followers will love you for it!

The key is to choose ONE platform that feels most natural to you. Don’t try to master them all. If you’re funny, try Threads. If you’re visual, go Instagram. If you’re analytical, LinkedIn might surprise you.

Not sure what to post? Try:

  • Cover reveals or redesigns – show cover options and ask fans to vote on their favorite
  • First-line Friday (share your opening sentence)
  • Favorite reader review (with a thank you!)
  • Writing playlist or moodboard – Pinterest
  • Ask-me-anything posts or polls
  • Shoutouts to other authors in your genre

Remember, you’re not “selling” everytime you post. You’re showing up as a writer worth following—and that sells better than any ad.

So take a breath, pick your platform, and start small. One post, one reader, one win at a time.

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