Social media marketing for authors can feel like a giant question mark, especially when you’re just starting out. Maybe you’ve heard you “need to be on social media” to sell books, but no one tells you how to do that in a way that actually works for your genre or personality.
And let’s be honest, trying to be everywhere, all the time, is exhausting.
The good news? You don’t have to be. Social media is still one of the most powerful ways to connect with readers, but it’s most effective when it’s intentional, not overwhelming. It’s not just about posting to promote. It’s about showing up to tell your story, build trust, and let people get to know the person behind the book.
Whether you’re self-published or traditionally published, your online presence helps you get discovered, grow your audience, and share your work in a way that feels authentic, not salesy. It also gives you what’s called social proof, which matters more than ever to readers, agents, and publishers alike.
In this post, we’ll break down seven social media platforms authors are using in 2025: Facebook, Instagram, Bluesky, TikTok, Pinterest, LinkedIn, and YouTube and explore how each one aligns with different genres, content styles, and reader communities.
Let’s find out where you fit best.
If you’re feeling unsure where to begin with your author platform, Contact Me and I’ll help you find the right fit for your genre and goals.
Choosing the Right Platform (and Making It Work for You)
One of the most common questions new authors ask is, “Do I really need to be on every social media platform?” The short answer? Absolutely not.
Trying to juggle five or six accounts is a fast track to burnout. Instead, focus on one or two platforms that actually feel good to use, ones that align with your genre, your strengths, and where your readers are already spending time.
Start with What Fits You
Ask yourself:
- Do you prefer writing short posts, making videos, or sharing visuals?
- Do you enjoy more professional or more casual spaces?
- What kind of content feels natural for you to create?
Leaning into your strengths will make it easier to be consistent, and consistency matters more than being everywhere.
Think About Your Readers
Different genres tend to thrive in different places. Romance and fantasy authors often find their readers on Instagram or TikTok. Nonfiction and memoir writers might get more traction on LinkedIn or YouTube. The more you understand where your ideal readers hang out, the easier it’ll be to connect with them.
Focus on Value and Connection
You don’t have to be flashy or follow every trend. Just show up with something useful, thoughtful, or personal. Share your process. Start conversations. Ask questions. Post behind-the-scenes moments or helpful tips. Readers want to know the person behind the book, not just the book itself.
Track What Works (and Reevaluate Often)
You don’t need to be a numbers expert, but it helps to check your analytics once in a while. What kind of posts get engagement? What feels fun to share? Set a reminder to check in with yourself every few months and adjust as needed. Social media strategies can (and should) evolve as you do.
Next up, we’ll walk through each of the major platforms one by one, and talk about how different genres of authors can use them in ways that make sense.
Need help figuring out which platform fits your style, genre, and goals? Let’s work together to create a strategy that actually feels doable.
Social Media Marketing for Authors: Platform-by-Platform Breakdown
There’s no one-size-fits-all answer when it comes to social media. What works for one author might feel completely off for another and that’s okay. The key is to understand what each platform offers so you can decide where your time and energy will make the biggest impact.
Let’s take a look at the seven major platforms and how you might use each one, depending on your genre and goals.
What It’s Best For
Facebook is ideal for building community and staying in touch with readers over time. It’s especially good for authors who enjoy connecting in more personal, conversational ways. If you like discussions, groups, and long-form posts, this might be your spot.
Ideal Content Types
- Behind-the-scenes updates
- Book teasers or excerpts
- Launch announcements
- Facebook Lives or Q&As
- Polls and conversation starters
- Reader group discussions
Genres That Thrive Here
- Romance – very active and loyal Facebook reader groups
- Mystery/Thriller – great for fan engagement and book clubs
- Memoir & Nonfiction – especially for personal storytelling or thought leadership
- Children’s Authors – parents and educators are often active here
Tips & Post Ideas
- Start a private or public reader group just for your audience.
- Use Facebook Live to do readings, answer questions, or share writing updates.
- Create polls to get your readers involved—ask for help naming characters or picking cover designs.
- Schedule regular content to stay top-of-mind without overwhelming yourself.
Tool or Feature to Try
Try Facebook Groups, either your own or genre-specific communities where you can interact with readers and other authors in a meaningful way.
What It’s Best For
Instagram is a visual platform, so it works best when you want to tell your story through images, short videos, and creative design. It’s great for building a consistent author brand and showing off the aesthetic side of your writing. If you enjoy photography, design, or video and want a platform that feels a bit more curated, Instagram could be a great fit.
Ideal Content Types
- Aesthetic mood boards for your book or characters
- Writing quotes or poetry snippets
- Reels about your writing process, bookish humor, or relatable struggles
- Cover reveals and unboxing videos
- “Day in the life” or workspace photos
- Behind-the-scenes snapshots of your book in progress
Genres That Thrive Here
- Romance – great for visual storytelling and trope-based content
- Fantasy – ideal for mood boards, worldbuilding visuals, and cover art
- Poetry – quote graphics, voice-over reels, and poetry reels do well
- Young Adult – YA readers and authors are active and engaged here
Tips & Post Ideas
- Create a series of Reels showing different stages of your writing process: drafting, editing, or prepping for launch.
- Use carousels to share micro blog-style tips or writing updates.
- Keep your visual branding consistent by using a small set of colors, fonts, and photo styles.
- Share reader reviews in Stories and save them in a “Praise” highlight.
- Don’t be afraid to show your face, personal connection goes a long way here.
Tool or Feature to Try
Try using Story Highlights to organize important content like your WIP (work in progress), writing tips, your books, or FAQs. It’s a great way to make your profile helpful at a glance.
Bluesky
What It’s Best For
Bluesky is a newer platform that feels like a mix of Twitter and a cozy writer’s lounge. It’s text-first and still growing, which means it’s not oversaturated, making it a good place to experiment, connect, and start thoughtful conversations. If you enjoy microblogging, sharing your writing journey in real time, or engaging in more reflective discussions, Bluesky is worth exploring.
Ideal Content Types
- Short reflections on the writing process
- Excerpts from blog posts, newsletters, or Substack articles
- Thoughtful questions or open-ended prompts
- Literary insights, quotes, or craft tips
- Links to longer-form work or book reviews
- Commentary on publishing, creativity, or storytelling
Genres That Thrive Here
- Literary Fiction – introspective posts, voice-focused content
- Nonfiction – especially thought leadership and personal essays
- Poetry – short-form content is perfect for this space
- Writers building a platform around ideas or industry insights
Tips & Post Ideas
- Use your posts as a journal-in-public: what you’re thinking about, what you’re reading, what you’re writing through.
- Link out to blog posts, essays, or longer thoughts to invite people deeper into your world.
- Comment on others’ posts with genuine reflections or follow-up thoughts, it’s a great way to build relationships early.
- Don’t worry about going viral. Bluesky is about quality over quantity right now, which is refreshing.
Tool or Feature to Try
Since Bluesky is still developing features, focus on simply showing up and posting consistently. Building authentic connections early on can put you in a great position as the platform grows.
TikTok (BookTok)
What It’s Best For
TikTok, especially the BookTok corner of it, is one of the most powerful spaces for authors right now. It’s fast-paced, trend-driven, and surprisingly personal. Reader’s love discovering books through short, authentic videos that make them feel something. If you’re open to video and want to reach new audiences in a creative way, TikTok is absolutely worth exploring.
Ideal Content Types
- Book trope videos (e.g., “Grumpy x Sunshine,” “Enemies to Lovers”)
- “If you like X, read Y” recommendation videos
- Aesthetic videos with mood music and visuals from your book
- Behind-the-scenes writing clips
- Reader reactions and reviews
- Snippets of your writing, voiceovers, or storytelling challenges
Genres That Thrive Here
- Young Adult – huge presence on BookTok
- Romance – especially trope-heavy or emotionally immersive stories
- Fantasy – visually rich worldbuilding and plot-driven content does well
- Thrillers – great for suspenseful teasers or fast-paced hook lines
Tips & Post Ideas
- Use trending sounds and hashtags to boost discoverability (#BookTok, #AuthorTok, #IndieAuthor, etc.).
- Don’t worry about being polished—TikTok rewards authenticity.
- Think like a reader: What would make someone curious enough to check out your book?
- Experiment with “quick win” formats: share a one-line hook, answer a reader question, or show a writing quirk.
- Save your best videos in collections so new followers can easily catch up on your content.
Tool or Feature to Try
Get comfortable with trending audio and TikTok’s built-in editing tools. Even simple videos with text overlays and background music can make a big impact if they tell a compelling story.
What It’s Best For
Pinterest isn’t your typical social media platform, it’s more like a visual search engine. Readers and writers use it to find inspiration, resources, and ideas. That makes it a fantastic tool for sharing evergreen content like blog posts, book lists, and writing tips. If you already have a website or newsletter, Pinterest can quietly work in the background to drive traffic over time.
Ideal Content Types
- Character or setting mood boards
- Blog post pins (especially listicles and how-to’s)
- Freebies like checklists, guides, or lead magnets
- Writing prompts or visual quotes
- Book-themed boards (e.g., “Books With Strong Female Leads” or “Cozy Fantasy Reads”)
- Behind-the-scenes content turned into graphics
Genres That Thrive Here
- Nonfiction – especially educational or how-to content
- Fantasy – visual worldbuilding and mood boards are huge here
- Romance – romantic tropes, quotes, and book recs do well
- Children’s Authors – great for creating pins for parents, teachers, and librarians
Tips & Post Ideas
- Create pins that link back to your blog, book page, or newsletter signup.
- Use keywords in your pin titles and descriptions, think like your reader. What would they search for?
- Organize your boards by theme: writing resources, book recs, genre-specific mood boards, etc.
- Make your pins easy to read at a glance, bold titles, clean design, and clear calls to action.
- Repurpose Instagram posts or blog graphics into pin formats using Canva or similar tools.
Tool or Feature to Try
Use Pinterest’s keyword search bar to explore what readers are already looking for. Then tailor your pin content and titles to match terms like “romance books to read,” “writing prompts,” or “fantasy character inspiration.”
What It’s Best For
LinkedIn is often overlooked by authors, but it can be a powerful space, especially if you write nonfiction, memoir, or anything tied to your personal or professional story. It’s a platform built for connection and credibility, making it a smart place to share your writing journey, build your authority, and reach readers who are interested in ideas, insight, and impact.
Ideal Content Types
- Articles or posts related to your book’s themes
- Reflections on the writing or publishing process
- Lessons learned from your own story or research
- Behind-the-scenes looks at how your book connects to your work or life
- Thought leadership posts that tie into your expertise or niche
- Milestone updates (launch dates, speaking engagements, podcast appearances)
Genres That Thrive Here
- Nonfiction – especially personal development, business, health, education
- Memoir – where your story overlaps with personal growth, advocacy, or expertise
- Business or Professional Writing – industry insights, leadership, marketing, etc.
- Literary Fiction – for authors who enjoy discussing craft, themes, or social impact
Tips & Post Ideas
- Think of your posts like mini essays or thoughtful updates, not ads.
- Tie your book’s message into the bigger picture of your work or mission.
- Share what you’re learning along the way—readers love transparency.
- Start conversations by asking your network a question or inviting feedback.
- Don’t underestimate your reach: even a small, engaged LinkedIn audience can have a big ripple effect.
Tool or Feature to Try
Try publishing a LinkedIn Article (a longer-form post) on a topic related to your book or writing life. It can boost visibility, especially if it’s helpful, inspiring, or insightful for your professional network.
YouTube
What It’s Best For
YouTube is all about long-form content, which makes it perfect if you enjoy teaching, storytelling, or showing your writing process in more detail. It’s also a great way to build deeper engagement with readers, and it continues to grow as a discovery tool thanks to its connection with Google search. If you’re comfortable on camera (or want to challenge yourself to try it), YouTube can become a valuable part of your author platform.
Ideal Content Types
- Writing vlogs (share your progress, challenges, and routines)
- How-to tutorials or book-related educational content
- Live Q&As with your audience
- Book trailers or behind-the-scenes launch prep
- Storytime readings or excerpts (with rights permissions)
- “Day in the life of a writer” videos
Genres That Thrive Here
- Nonfiction – great for teaching and sharing expertise
- Fantasy – perfect for diving into worldbuilding and series updates
- Romance – behind-the-scenes writing updates and community building
- Self-help or Personal Development – especially if your book ties into coaching, speaking, or mentorship
Tips & Post Ideas
- Keep your videos consistent, short and engaging is better than long and scattered when you’re starting out.
- Think in terms of series: create a set of videos that build on each other, like “Writing Your First Novel in 10 Steps” or “Behind the Scenes of My Book Launch.”
- Use clear titles, descriptions, and thumbnails to help viewers know what to expect.
- Engage in the comments. YouTube communities grow through conversations, just like any other platform.
- Repurpose your video content for Instagram, TikTok, or Pinterest by slicing shorter clips or quotes.
Tool or Feature to Try
Start with a content series, even if it’s just three videos. A focused theme makes it easier for you to stay on track and gives your viewers a reason to keep coming back.
Want a custom strategy tailored to your genre and strengths? Let me help you choose the right platform and develop a content plan that works for you.
Content Ideas by Genre
Still not sure where to start? One way to narrow it down is by looking at what’s already working well for authors in your genre. While every writer is different, some platforms naturally lend themselves to certain types of stories, audiences, and content styles.
Here’s a quick guide to help you match your genre with the platforms that tend to work best and a few ideas to get your creative wheels turning.
Romance
Best Platforms: Instagram, TikTok, Facebook
Content Ideas:
- Tropes-based Reels (“Grumpy x Sunshine,” “Second Chance Romance”)
- Aesthetic mood boards with character quotes
- Behind-the-scenes posts about your writing process
- Reader group discussions and sneak peeks
See It in Action
Instagram: Tessa Bailey
Tessa uses a mix of cover reveals, humorous reels, personal moments, and reader engagement, very on-brand for romance readers.
Tik Tok: Ali Hazelwood
She shares behind-the-scenes looks at her books, reacts to BookTok trends, and uses humor and tropes to connect with her audience.
Facebook: Lucy Score
Lucy’s Facebook page is community-focused with regular updates, reader interactions, and event announcements. Great example of using Facebook for loyal fan connection.
Fantasy / Sci-Fi
Best Platforms: YouTube, Instagram, Pinterest
Content Ideas:
- Worldbuilding videos or vlogs
- Character art, maps, and lore shared in carousels or pins
- “Meet the magic system” or “Mythical creature design” series
- Moodboards and story inspiration pins
See it in Action
YouTube – Brandon Sanderson
Brandon uses his channel to share lectures on writing, behind-the-scenes vlogs, Q&As, and worldbuilding insights. His long-form content pulls readers (and writers) into his universe while reinforcing his expertise and accessibility.
Instagram – Shelby Mahurin
Shelby combines book aesthetic photos, fan art, and personal peeks behind her writing life. Her feed is highly visual—perfect for showing off character art, quotes, and fantasy book vibes that resonate with YA and fantasy readers.
Pinterest – Marissa Meyer
Marissa uses Pinterest to share book-related content, mood boards, and visual inspiration from her series. It’s a great example of how to create a searchable, evergreen presence, especially for fantasy authors with strong worldbuilding.
Mystery / Thriller
Best Platforms: TikTok, Facebook, YouTube
Content Ideas:
- Suspense-building teaser videos
- “What would you do?” plot polls
- Short book trailers or dramatic scene reads
- Author updates and clue-style reader challenges
See it in Action
TikTok– Andrea Bartz
Andrea Bartz is a New York Times bestselling author known for her psychological thrillers. She actively engages with her audience on TikTok, sharing insights into her writing process and book recommendations.
Facebook – Lisa Gardner
Lisa uses her Facebook page to connect with readers through Q&As, launch events, and interactive posts. She balances updates with behind-the-scenes peeks and community engagement, great for building loyal fans over time.
YouTube – J.D. Barker
J.D. shares book trailers, live event replays, writing advice, and author collaborations. His channel is a great example of using video to create atmosphere while also offering value to fellow writers and readers alike.
Nonfiction
Best Platforms: LinkedIn, Pinterest, YouTube
Content Ideas:
- “How-to” content or thought leadership posts
- Infographic-style pins linked to blog posts or lead magnets
- YouTube tutorials or explainer videos
- Personal stories that support your message or expertise
See it in Action
LinkedIn – Brené Brown
Brené uses LinkedIn to share reflections on leadership, vulnerability, and human connection, all aligned with her books and research. Her posts feel like mini blog entries: thoughtful, grounded, and conversation-starting.
Pinterest – Marie Forleo
Marie shares visually compelling pins that link to business tips, video content, and lead magnets. Her Pinterest boards are organized by topic and speak directly to creative entrepreneurs, an ideal strategy for nonfiction authors with blogs or courses.
YouTube – Mel Robbins
Mel’s channel is full of motivational talks, science-backed advice, and personal stories. Her energetic delivery and focused messaging make her videos incredibly engaging, and a great example of how nonfiction authors can teach and connect at the same time.
Memoir
Best Platforms: Facebook, LinkedIn, YouTube
Content Ideas:
- Honest reflections or life lessons
- Short video excerpts from your book or journal-style updates
- Posts connecting your story to a broader mission or advocacy focus
- Live conversations with readers or themed Q&As
See it in Action
Facebook – Elizabeth Gilbert
Elizabeth shares deeply personal reflections, journal-style updates, and uplifting messages that tie into her life experiences and writing. Her Facebook presence feels authentic and community-driven, perfect for memoir readers seeking connection.
LinkedIn – Chanel Miller
Chanel uses LinkedIn thoughtfully to advocate for survivors, reflect on resilience, and tie her memoir Know My Name into broader cultural conversations. Her posts are purposeful and powerful, ideal for memoir authors focused on advocacy or awareness.
YouTube – Jackson Bird
Jackson Bird uses YouTube to share honest reflections about his life as a transgender man, including themes from his memoir Sorted. His videos mix personal storytelling with advocacy, education, and thoughtful commentary, showing how memoir authors can use video to build trust, raise awareness, and connect with readers on a deeper level.
Children’s / YA
Best Platforms: Pinterest, TikTok, Instagram
Content Ideas:
- Illustrated book pins for parents and teachers
- TikTok videos showcasing kid reactions or YA tropes
- Book lists (“Best Chapter Books for 8–10 Year Olds”)
- Cover reveals and playful behind-the-scenes content
See it in Action
Pinterest – Barb Rosenstock
Barb curates Pinterest boards that delve into various themes related to her children’s books, such as “The Great Lakes” and “Mornings with Monet.” These boards provide educators and parents with resources and activities that complement her stories, demonstrating how children’s authors can effectively use Pinterest to engage their audience.
TikTok – Ayana Gray
Ayana creates fun, engaging BookTok videos that highlight YA fantasy tropes, book aesthetics, and relatable writing moments. Her content is authentic and high-energy, perfect for reaching a teen and young adult audience.
Instagram – Scott Stuart
Scott Stuart, an Australian children’s author and illustrator, uses Instagram to share empowering messages, illustrations, and personal stories that promote self-acceptance and diversity. His engaging content resonates with both children and parents, fostering a supportive community around his books.
Poetry
Best Platforms: Instagram, YouTube, Bluesky
Content Ideas:
- Short-form visual poems or quote graphics
- Spoken word video clips
- Reflections on writing, language, and creativity
- Thoughtful posts or microblogs about your process and voice
See it in Action
Instagram – Nikita Gill
Nikita shares stunning visual poems, quote graphics, and deeply personal reflections that resonate with her audience. Her feed is beautifully curated, but still feels raw and real, an ideal example of how poets can use Instagram to make a lasting impact.
YouTube – Malcolm Guite
Malcolm Guite is an English poet, singer-songwriter, and Anglican priest known for his profound and accessible poetry. On his official YouTube channel, he shares readings of his works, discussions on the intersection of faith and literature, and reflections on poetic inspiration. His engaging storytelling and deep insights make his channel a valuable resource for poetry enthusiasts.
Bluesky – Rachel Trousdale
Rachel engages with the Bluesky community by sharing her poetry, literary criticism, and reflections on humor and empathy in modern poetry. Her posts offer insights into her creative process and invite thoughtful discussions, making her a notable presence for poets seeking connection and inspiration on the platform.
Let this serve as a starting point, not a set of hard rules. You can always explore, experiment, and adjust as you get more comfortable. The goal isn’t to do everything, it’s to find the places where your work feels like it fits.
Not sure how to turn these ideas into an actual plan? I can help you do that step by step.
How to Show Up Consistently Without Burning Out
One of the biggest hurdles authors face with social media isn’t figuring out what to post, it’s keeping up with posting at all. Between writing, editing, publishing, and life in general, social media can quickly drop to the bottom of the list (and stay there).
The good news? You don’t have to post constantly or be glued to your phone to see results. A little planning and a few simple systems can help you stay consistent without running yourself into the ground.
Batch and schedule your content
Set aside a block of time once a week or even once a month to create your content in batches. Instead of coming up with a post idea every day, write out 4–6 captions in one sitting, gather your visuals, and then schedule them using tools like Buffer, Later, or the built-in Meta Business Suite.
When it’s scheduled and ready to go, you’re free to focus on your writing and engage when it works for you.
Repurpose one idea across platforms
You don’t need brand new content for every platform. Start with one strong idea, like a blog post, a chapter excerpt, or a behind-the-scenes story—and shape it to fit different formats. For example:
- Turn a blog post into a Pinterest pin
- Pull a quote and create a graphic for Instagram
- Expand the topic into a short article for LinkedIn
- Record a quick video version for TikTok or YouTube Shorts
This way, you’re maximizing your effort without doubling your workload.
Use templates and checklists to save time
Having a repeatable process can make social media feel way less overwhelming. Whether it’s a weekly content plan or a simple checklist to prep each post, you don’t need to start from scratch every time.
If you need a place to start, I’ve created custom templates and checklists designed for authors just like you. They’ll help you plan, post, and stay on track without overthinking every step. (Feel free to grab them from the resources section on my site.)
Focus on connection, not perfection
Here’s a reminder that’s worth repeating: You don’t need to be polished or viral to be effective. Social media works best when it feels human. Your readers aren’t looking for perfect graphics or scripted videos, they’re looking for connection.
So, show up as yourself. Share what you’re learning, what you’re working on, or even what you’re struggling with. That honesty builds trust, and trust builds long-term engagement.
If you’re ready to simplify your social media routine and create a system that fits your life, contact me and I can help you build one that sticks.
Final Thoughts
Social media marketing for authors doesn’t have to be overwhelming. With a little clarity and a strategy that actually fits your genre and your strengths, it can become something manageable, even enjoyable.
Now that you’ve seen how different platforms work and how each one supports specific genres, you have what you need to make confident choices about where to start and what to share. Whether you dive into one platform or test out a couple, the goal is the same: connect with your readers in a way that feels natural to you.
Need help creating a customized author platform strategy? Check out my coaching services or grab a free checklist to get started. I’d love to help you build a social media presence that supports your goals, and leaves room for the writing you love.
Want Help Choosing the Right Platform and Strategy for You?
You don’t have to figure out social media marketing for authors on your own. If you’re feeling overwhelmed or unsure where to focus your time, let’s work through it together.
With 1-on-1 coaching, you’ll get:
- A personalized breakdown of which platforms best fit your genre, strengths, and goals
- A beginner-friendly content plan tailored to your writing life
- Practical strategies that actually feel sustainable (no burnout required)
- Honest, encouraging support from someone who gets what it’s like to build a platform from scratch
👉 Ready to stop guessing and start growing your author presence?
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