Marketing

If you’re an author who wants to sell more books in 2024, you might not want to use “strategies of yore.”  you want to keep an eye on these trends — and find ways to add them to your book marketing strategy if you can. 

BookTok will continue to drive sales 

If you’re not on TikTok, we understand that you might clench up at the thought of joining. It’s another platform to learn — and isn’t it just a bunch of GenZers dancing? 

The truth is, though, that “BookTok” (a niche algorithm-based community on TikTok) is one of the best ways for an author to reach an organic audience without ad spend.

As of late 2023, BookTok had over 181.7 billion viewers, and authors like Colleen Hoover report record sales they attribute almost entirely to BookTok. But big names like CoHo aren’t the only ones; authors with previously published works are seeing a resurgence of sales — years after publishing — by leveraging BookTok. 

If you’re not sure TikTok is a tool you want to use, we understand. But maybe download the app, look for authors you admire, and poke around to see what they’re doing. There are a lot of “low lift” strategies that don’t require you to be on the app 24/7 — or dance 😉

Book influencer marketing stays strong

In line with leveraging BookTok, it can help a lot to find readers with a medium-sized platform to read and review your book. Like TikTok, YouTube and Instagram have their own communities of “bookfluencers” you can tap into. (They’re called “BookTubers” and “bookstagrammers,” FYI.)

The nice part about having bookfluencers support your book? You can start small and stay within budget— there’s no need to pay the more popular influencers to share your book right now. Many reviewers with smaller audiences will be happy with an ARC, or Advanced Reader Copy.  

Here are a few tips on getting ARCs in the hands of bookfluencers (and getting rave reviews in return):

  • Engage with your people online. Figure out whether your target audience hangs out on TikTok, YouTube, or Instagram most. Don’t be afraid to narrow your search down further and connect with bookinfluencers with “smaller” followings. That might mean they’re more eager to read and review your book!
  • List your titles on ARC sites like NetGalley and Edelweiss. Both platforms help authors promote their books to influencers, but also booksellers, media professionals, and professional reviewers. 
  • Join review groups online. Goodreads Reviewers’ Group, for example, lets book reviewers and authors connect and share ARCs in one convenient location.

Once you’ve found influencers to promote and read your book, don’t forget to follow up. Encourage them to write reviews. Ask for feedback. Keep the conversation going.

Tap into audiobook production

The Audio Publishers Association (APA) found that in 2022, audiobook revenue in the U.S. grew by 10 percent. In other words, it generated nearly $2 billion in revenue. Their report offered up these other juicy details on audiobooks, too:

  • 53 percent of the adults surveyed said that they have listened to an audiobook, which is more than the 45 percent reported in a previous survey.
  • Most audiobook listeners identify as “young,” as in between the ages of 18 and 44.
  • Fiction and science fiction/fantasy are the largest genres in audiobooks overall.
  • Fastest growing genres include romance, humor, and nonfiction.

Remember that Spotify now offers audiobooks for its premium subscribers, giving authors more platforms to promote and sell their book(s). 

If you’re a self-published author, you have a few choices to start recording audiobooks:

  1. Record the audio version yourself. (Sound-proofing, a great mic, and good reading voice are musts)
  2. Hire a freelance voice artist*
  3. Take your book right to Audible or Spotify for production & release, with ACX.com and Findaway Voices
  4. Use other audiobook production sites, like Ghost Book Writers, Scribe Media, Deyan Audio, and more

Using tools that produce and release your audiobook can help cut down on your marketing needs, but it’s still valuable to include audiobook releases on your social media, newsletter, website, and other channels. 

If you’re DIYing it, working with a freelancer, or choose a production-only company, you’ll want to ensure you’re “hyping up” the release of your audiobook by showing behind-the-scenes creation, editing, and other tempting sneak peeks in your marketing efforts.  

* Please note: We haven’t yet worked with these sites or resources. Please read reviews and do your own research! Also please understand that some production companies will require copyright of your written works. Again, do your research and always check the contract! 

Consider subscription models

Maybe you’ve heard of book subscription boxes like Book of the Month, Introverts Retreat, or Once Upon a Book Club. But did you know that some authors are offering new or exclusive content to their fans via a subscription or membership? 

This kind of content might include early access to new material; swag like stickers, bookmarks, or page overlays; and other special, premium content that fans wouldn’t mind paying to access. 

Patreon isn’t a new thing, but we love the idea of authors leveraging subscription models to provide value to their readers and build stronger fanbases. If you think this is something your readers might be interested in, poll them on social media or send out email surveys to gauge interest. Check with your author friends to see if anyone you know is doing it, too.

Attend local conventions and events

If your book goes viral on BookTok or BookTube, that’s fantastic. But there are more ways to promote and sell your book that go beyond social media. Remember when we all talked books and traded book recommendations with each other in person? Why not keep that going at author events, conventions, and conferences?

There’s a lot of room to get creative here. You can stick to local events in your area, and even set up an author talk and signing at your favorite local bookstore. You can go bigger and apply for a vendor booth at a local convention that caters to multiple interests, not just books. Or you can do both! It’s up to you. 

Here are some notable book and author events around the U.S. to consider:

Depending on your genre, you might find even more events that cater to your target audience. Like: 

Whichever events you choose, be prepared to talk up your books, connect with attendees, and show off your author brand. Speaking of which…

Branding & community are crucial

Author branding and building a reader community are super important — it was one of the biggest takeaways of last year’s Author Nation conference. As a self-published or hybrid-published author, you have the chance to directly speak to and connect with your readers. How do you do that? How do you present yourself as an author?

You answer these questions through your author brand. Your author brand is how you show up online and get remembered by your audience. Your author brand encompasses your visual identity (name, logo, aesthetic, colors), writing elements (genre, tone of voice), and overall impression you leave on a person.  

Once you define your author brand, it becomes that much easier to find your target audience, your fans, your readers. Your author brand will help you stand out among other authors in your space. And your book marketing efforts will become easier as your author brand grows stronger.

P.S. We have more tips on author branding here. 

Proudly share your book with your people

Now more than ever, self-published or hybrid-published authors have the tools at their disposal to market their own books. From social media to events to building a community, you have the power to engage your audience, build a following, and increase book sales.

The tools and resources are there, but…what if you don’t have the time or energy to handle book marketing all on your own? That’s what the Uncanny Unedited team is here for!

As a group of hardcore bookworms, BookTokers, and book club dropouts ourselves, we know what readers want. As a team of content strategists and copywriters, we know how to get your name out there, grab attention for your book, and get it sold.
Not sure what book marketing trend is right for you? Need help planning your next book launch? Let’s talk. Schedule a call with us today and let’s get started!

1/16/24

5 Book Marketing Trends to Watch in 2024

in love and smut,

We show you exactly what to share, where to share it, and when with our FREE Book Launch Marketing Checklist. Grab it here and have readers itching for your release day.