Although connecting with your audience online is an important part of your author marketing and branding efforts, social media isn’t the only way to do it. In our recent post we discussed if social media was worth it for authors, and explained how being on social media was only necessary if you had specific goals and if it worked for YOU. Because the fact is, it doesn’t work for everyone.
But for those of you who DO want to be active and engaged on social media, but don’t know where to start, we realized you may need a bit of help. So, in this post, we’re going to explain how social media CAN work for authors by connecting them with their audience so you don’t waste your time or energy trying the wrong approach.
Connecting with Your Audience Online Requires Meeting Them Where They Are
For those authors out there who aren’t the type to regularly blog, or have no desire to put out a newsletter, connecting with your audience online via social media platforms can be beneficial and even enjoyable. If you have a desire to engage, and are passionate about your topic or genre, but aren’t great at putting out longform content, social media platforms offer you the direct connection you need to build your authority and trust.
If Your Audience Isn’t There, You’re Just Shouting Into the Void
Getting on social media and engaging and posting sounds easy enough, right? Well, it is and it isn’t. The problem is, you can’t just show up on any old social platform and start posting anything and expect miracles to happen. Whether you want to put time into ads, newsletters, blogs or social media, you have to know where your audience is, and what they want.
Remember, the platforms you’re currently on may not be where your audience is. They may also not be in the place you wish to engage as an author. It’s a balance. So, take all this into consideration.
Which Platform is Your Audience On?
To find, and start connecting with your audience online you’ll need to do some research on your audience. Who are your readers? This part can’t be skipped!
But to get you started we’ve broken down the types of audiences you’ll generally find on each platform, and how they engage there. It should also be noted that you’ll have to factor in time and effort into getting to know how each of these platforms operate if you’re not already familiar with them.
Instagram is All About Pretty Content
So, who’s using Instagram? Is your audience there? Maybe. You probably know that Instagram is focused on visuals, but you may not know that the book audience there is younger and engaging with specific genre content.
Who is the audience?
Ages from 18-34. And they’re mostly women.
What content are they engaging with?
You’ll find high engagement in the Bookstagram community for genres like YA, poetry, and other genre fiction that appeals to the demographic. Pretty photos and graphics of book scenes, book covers, quotes and excerpts are what people expect here.
Business books, Historical fiction, and Memoir likely aren’t going to get much interest there, for example.
Facebook May Be Your Space for Connecting with Your Audience Online
If you write Women’s fiction, Historical fiction, books on spirituality or Christian literature, Facebook may be the place for you.
Who is the audience?
Facebook users tend to be older, usually 30 at the youngest, to 65 and up.
What content are they engaging with?
As far as engagement goes, Groups tend to thrive on Facebook. If you’re into the idea of connecting with your audience online via groups dedicated to your genre, and you like sharing ideas, suggestions or discussing the books you or others have read, you’ll feel at home on this platform.
For direct promotion, Facebook is also useful for running ads which can be fairly affordable, and many authors have had success advertising their books there. You will need a Business account though.
TikTok is a Popular Platform for Book Lovers, But is Your Audience There?
You probably know that TikTok is a video content sharing platform and that BookTok is a populare space there.
Who is the audience?
TikTok and BookTok are dominated by the young. Meaning those in their teens up to their early 30s.
What content are they engaging with?
Content there consists of fast and attention-grabbing videos, and BookTok users love getting good book recommendations from those they follow. It’s all video clips and comments and content fades away as fast as it appears. The genres that are popular here include Romance and Fantasy. If you can engage on this level, are savvy, and write in these genres, then it’s probably the best platform for you.
Don’t Overlook YouTube as an Option
More authors are using YouTube as their platform of choice. So, if you thrive on making video content but TikTok is a bit much for you, or your audience just isn’t there, maybe try YouTube as a way of connecting to your audience?
Who is the audience?
There is a wide range of demographics on the platform.
What content are they engine with?
Engagement consists of liking and commenting. A big plus is that your audience can subscribe directly to your channel, so what you put out is less likely to be missed. You can also repurpose your content from other platforms there, create and share active promotions like book trailers, or just share insights and information.
It does require knowing how the platform works and using keywords and metadata to get noticed. And of course, you need to be putting out content your audience wants to see.
LinkedIn is Great for Platform Building
LinkedIn is great for platform building, engaging, and growing your audience. But you’re not likely to be successful there as an author of genres outside of nonfiction(Business, Self-Help, Culture).
Who is the audience?
However, LinkedIn isn’t just for career networking these days, and a larger, more diverse audience is active and engaged there. But demographics are less of a worry because all ages and genders(besides the very young) are on LinkedIn. It may be worth looking into for all you nonfiction authors.
What content are they engaging with?
Things that relate to their interests in work and beyond. LinkedIn has made it easier to search topics and you can follow users just like on other social media platforms.
There’s a Home for You AND Your Audience Somewhere…
There are, of course, other platforms such as Threads, and even Bluesky, that may be your place for connecting with your audience online. The book community on Threads is #BookThreads if you want to check it out. You can read more about authors using Bluesky here. A benefit of these platforms is that it may be easier to gain footing there because they’re slightly less saturated than the platforms listed above. And, there are always going to be new social platforms popping up.
What to Consider Before You Start Connecting with Your Audience Online
Before you try to start connecting with your audience online you, of course, need to know your audience. When you know your audience, the guidance above will steer you towards the right platform.
It should also be noted that you can’t just create an account and start promoting your book out of nowhere. Whether you’re already on a platform you like, and your audience exists there, or you have to create a new social account from nothing, you need to begin by engaging.
Engage!
Participate! Share your thoughts! Follow the account your audience follows. Become a part of your audience’s community, in other words. This establishes your presence and builds trust. You’ll also learn the lay of the land and figure out what works and what doesn’t. You don’t have to be active every moment of the day. Just set aside some time that works for you.
Be authentic!
Most importantly, be authentic. If you like the platform and feel comfortable there, and truly have a passion for what you do, authenticity will come naturally. Developing an author messaging strategy can help with this! If you’re just there to self-promote, it will be off putting to your audience and probably do more harm than good.
So make sure you find the right platform for YOU before you ever start trying to connect with your audience online, or you’ll be shouting into the void. Or you’ll get burned out and your efforts won’t be sustainable. Remember, it’s okay not to be heavily involved on social media and you don’t have to do it all. If it’s not for you, don’t bother! Put your energy into other things.
Remember Your Purpose for Doing All This
This whole effort is not about getting more followers. Or about directly selling your book, even. It’s about connecting with your audience. However, If you remain consistent with your engagement, maintain your authenticity, and give your audience what they want, you likely will grow a following. Your audience may eventually become your biggest supporters and fans.
Besides growing your platform and connecting with your audience, being actively engaged on social media has direct benefits that help your marketing efforts. It is setting a foundation that will pay off in the long run. You can adapt as you go.
You can find beta readers in your audience, grow your email list, and learn more about your audience and what they expect from you. You’ll find out exactly what it is they want and need.
The Secrets to Connecting to Your Audience Online
There is no big secret to unlock that will launch you to bestseller status, and there’s no one trick to going viral, or gaining thousands of followers. But connecting with your audience online in a meaningful and successful way does require certain criteria to be met.
We’ll sum it up right here:
- Meeting your audience where they are/ finding the right platform
- Maintaining authenticity
- Engaging consistently
- Giving your audience what they expect
- Loving what you do
If you’re not up to the task, that’s okay! Your efforts need to be sustainable and your audience needs to be engaged too, or you are just shouting into the void, as we mentioned. If this is the case, you can focus your passive book marketing efforts elsewhere, and start connecting with your audience online through other avenues like blogging or a newsletter. You need to do what works for YOU, not other authors.
Just remember, if you do decide to go for it and focus on connecting with your audience via social media, then do it right. And enjoy it!
Have you found your place on social media? What strategies worked for you? Feel free to share your experience with other authors in the comments!
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