Does social media matter for authors? Yes and no. It depends on a lot of factors, such as your goals, where else you put your energy, and even your genre and your audience. It seems like there are a million ideas and strategies out there that are all supposed to spell success. But ultimately, your success on social media will be determined by your reason for being there and the work you are willing to put into it.
Below, we’ll cover some of those reasons and what it takes to get to where you want to be, so you can determine what will work best for you.
First, Does Social Media Matter for Authors of Every Genre?
If your audience is young and your genre is YA, Romance, or Fantasy, social media will matter more for you. Spaces like BookTok are a huge driver of engagement for fans of these genres and these audiences tend to be younger. So it makes sense that an author writing in these genres would be in these spaces.
Outside of these genres, and their audiences, it’s tougher to get attention there, or anywhere on social media if you’re looking for viral wins or big sales.
And the people who thrive in this type of social media landscape need to be savvy and willing to create content every day.
So, what about everyone else? Well, your presence can still make a difference in other spaces but not everyone will go viral and become a best-seller through social media alone, no matter which platform they choose to focus on.
What is the point of mentioning this? Well, it’s to set realistic expectations. There is no magic formula for social media success, especially if you define it only as going viral or becoming a best-seller.
But if you just want to grow your author platform and build a following, you’ll simply need to commit to consistency and quality.
To Build a Following on Any Platform You’ll Need to Be Committed
So, does social media matter for authors whose goals don’t include going viral or becoming an overnight best-seller? If your goal is to build a following and grow your audience, for authors of any genre, the answer is yes. A big following does get you noticed and will matter to certain people. If you’re hoping to be traditionally published, for instance, it may matter a lot.
But the key is finding the right platform for you. And that requires that you first know your audience.
You’ll need to be where your audience is, so finding the right platform is imperative. You don’t have to be everywhere and do it all, and you shouldn’t try to. Because it will be a waste of energy and lead to burnout.
But to build a following on any social platform you’ll need to…
- Know your audience
- Find your platform
- Commit to consistency
- Create quality content
- Engage in an authentic way
Engagement is Key!
It can’t be stressed enough that if your goal is to build an audience so you can strengthen your author platform, you must engage. That’s just how social media works. You can post every single day and if you’re not engaging, and in an authentic way, you won’t be building your audience. Readers and fans want to connect with authors on a deeper level. Not to mention, algorithms favor engagement, so your posts will likely be ignored if they come from an account that is just posting content with no engagement from you or anyone else.
You also need to share quality content. People are more likely to engage with authentic and quality content, so be prepared to create and share the content your audience wants.
Remember though, this should not be a chore. It should feel comfortable, natural, and it should be fun, not drudgery. Your effort needs to be sustainable.
Here are some general ideas of popular content and strategies to consider:
- Book quotes
- Cover images
- Book reviews and ratings (both yours and of books you read)
- Daily tips
- Follow and engage with your audience and influencers in an authentic way
Remember to add enticing captions, hashtags where appropriate, and to engage your audience by asking questions and commenting on other’s posts.
And Consistency…
If you find you’re not prepared for this level of commitment, you don’t have to do any of this! You can put your author marketing energy into other spaces. Instead you can focus on a regular blog, newsletter, or even ads if they’re in your budget.
It should be noted: If you expect to use social media to promote your book, you’ll have to do all of this first. Just placing promo posts on an otherwise dead platform will be a waste of time. This type of promotion only works if you already have a strong presence and a following.
So, on to the less committed social media user…
Okay, But Does Social Media Matter for Authors Who Don’t Want to Do Any of This?
Social media can still matter for certain things. Even if you’re the type of author who doesn’t have the time, energy, or desire to commit to social media and prefer to focus your efforts elsewhere.
Ads
For instance, if you want to run ads, you’ll need an author account. Ads are different from unpaid, organic promos because they target your audience whether you have a following or not. If you have an author page for this purpose, it will still need to be optimized. You’ll need a banner, a profile pics and appropriate links, etc.
SEO strategy
Social media will also matter for authors who want to create a really cohesive SEO strategy. You can use your platform to drive traffic to your website and other author platforms for instance. Having a LinkedIn account with your website link, or a Facebook author page, just to establish your presence and link back to your website can also make a difference. These two platforms are great for nonfiction authors.
Also, at least having an account somewhere and posting occasionally does make a small difference by creating a larger online presence. Sharing just your blogs on your chosen platform is better than nothing. It’s something to think about. But remember, you can’t only commit to this level of effort on social media and expect to start blasting out book promo posts that will be effective in any way. You also won’t gain a following this way.
Ultimately, it all depends on your goals. It’s not imperative to focus all of your energy on social media, especially if your audience isn’t on social media in a meaningful way. You don’t have to go all out if you don’t want big results. If your goals are smaller, and simply part of a larger strategy, it still won’t hurt to at least have a presence on social media. Just don’t expect to get big things from nothing. And be willing to adapt as necessary.
So, does social media matter for authors? It depends on whether it matters to YOU and your goals. What are your social media goals? Do you have a success story you want to share? Let us know in the comments!
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