Social media for writers: A beginner’s guide
Declaring that as a society we are fairly dependent on social media may be a significant understatement. Almost everybody has a social media account and we each spend a large amount of each day, scrolling on Twitter, liking photos on Instagram, watching TikTok videos and stalking old friends on Facebook.
Needless to say, it is a great tool for you as an author. Whether you want to connect with fans or promote your debut novel, social media is or should be, an integral part of your marketing strategy.
Although, you will likely have some understanding of social media already, this beginner’s guide will encourage you to see social media through the eyes of an author and marketer, and help you make the best out of the social side of the web.
Social media platforms
There are several different social media platforms, with new platforms in creation at all times. This guide will focus on just a few; Instagram, Twitter, TikTok and Facebook.
Although it is encouraged to use a few different platforms as an author, it is important to focus your time on one platform in particular. This is because running a social media account takes time and dedication, and if you already have a busy schedule, it is best to spend your time creating one quality account rather than several mediocre profiles.
When thinking about which platform will work best for you, it is essential to think about your audience.
So first, ask yourself, who is your target audience? And which social platform(s) do you think they will use?
Instagram has 34.6million users in the UK with an even gender split. The biggest group of users is 23-34-year olds. Instagram boasts a close-knit ‘Bookstagram’ community that is ideal for writers and book lovers. It is a photo-sharing social channel and is therefore a great option for more creative content. Most notably, Instagram has great engagement statistics, at 7x higher engagement than Facebook, this is the social platform for you if you are looking to create a dedicated following.
Twitter has fewer active users - 19.05million in the UK, with over half of Twitter accounts owned by men and the largest percentage of users are between 25-34. Despite having fewer users, Twitter is extremely popular with writers, due to its focus on the written word. So, if you are interested in sharing your thoughts, opinions and humour with others, Twitter may be the choice for you.
TikTok is an insanely fast-growing platform that provides a unique opportunity to create short videos that have the ability to go viral overnight. TikTok was the most downloaded app in 2021 and celebrated 1 billion active users in the same year worldwide. Predictions suggest that there will be 15 million UK TikTok users by 2025. TikTok is a great choice for authors who have a creative disposition and enjoy creating snappy content. It is also great if you audience is younger, 25% of TikTok users are aged 10-19 with the next largest group aged 20-29.
Facebook remains the most popular social network in the world, with 44.84 million users in the UK. The gender split is almost evenly split between men and women, and the largest percentage of users, between 25-34. However, users aged 65 and older are the platform’s fastest growing demographic, which is something to consider if your target audience is more mature. Half of the users belong to Facebook groups, which is a great option for authors who intend to market their work this way.
Which platform should you focus on?
Despite the statistics being useful, numbers aren’t everything, you should also think about how accessible each platform is to you. Do you think you will use it often? Does the platform utilise your strengths? And most importantly, where is your audience?
A useful way to locate your audience is to find authors like yourself. And see what social media platforms they are present on; look into their content and see which channels they get the most engagement from.
And then, think about your personal experience with social media. Which do you find yourself gravitating to? Do you like taking artistic photos and engaging with friends through comments and stories? Maybe Instagram is the best for you. Or maybe you enjoy sharing your thoughts and opinions, and reading the opinions of others. If so, Twitter could be your best bet.
Instagram is the most popular photo-sharing social platform and an ideal way to connect with your audience. Instagram is fairly user-friendly and has many different options for creating content, including posts, stories, reels and IGTV, which allows for a lot of creative freedom and expression.
Here are our top tips for authors using the platform.
· Be yourself.
I am sure you have heard this advice before, in many different situations. But it is truly essential on Instagram to be genuine. Instagram users labelled ‘influencers’ are often called out for appearing fake for overly edited photos and presenting a ‘persona’ of themselves. It is easy to fall into the trap of creating a carefully curated feed but the best way to engage with your audience is by being relatable, honest and yourself. As a writer, your audience wants to know the real you and as long as you remember that your following will grow organically.
· Think like a book lover.
Who is your favourite author? If they had social media what would you want to see? What would you want to ask them? When creating your social media account, keep in mind, what a book lover might like to see. And then create engaging content based on what you come up with. Some ideas might be; your favourite authors, where your write, bookshelf organisation and what you are currently reading.
· Stories. Stories. Stories.
Don’t underestimate the power of Stories. They are one of the best ways to improve engagement on Instagram. Stories lend themselves well to interaction, so make sure you make use of the stickers, to effortlessly connect with your audience.
Twitter is very popular with writers and the literary community at large, due to its focus on the written word. Much like Instagram, Twitter is user-friendly and as long as you love thought-provoking conversation and have a strong grasp of the English language you should excel.
To find your special corner of Twitter, called a ‘niche’, connect with authors, publishers and other literature-obsessed folks.
Keep reading for author-specific tips for the Twitter novice.
· Reach out to followers. Engaging is a crucial part of any social platform. Twitter is especially engagement focussed, as the way it is set up actively encourages discussion. To connect with others, comment and reply to Tweets, that you like or even disagree with. Don’t forget to make your Tweets easy to engage with, ask questions, answer comments and focus on creating great content.
· Hype up your work. Information is shared easily throughout Twitter, as posts can be retweeted by others. So, include snippets of your work, sneak peeks of your upcoming release and a dedicated post to each book launch. You can even go as far, as adding links to purchase your book. Soon, an organic buzz will be created for you and your work!
· Have fun. Twitter is not only a great marketing tool for an author but also a lot of fun. There are always different writing trends and competitions to take part in, as well as reading challenges. You can take part in them or even start your own! To find challenges and trends search the hashtags or check out your author friends, and see if they are taking part in any.
TikTok
Although younger than the other platforms, TikTok is the place to be, especially for book marketing.
TikTok has a diverse ‘BookTok’ community that has many niches and several books this year have arguably owed their success to the hype surrounding them on TikTok. It is commonplace today to see a whole table in Waterstones dedicated to ‘BookTok recommendations’ so it is certainly the place to be for authors.
On TikTok each user’s ‘For You’ page is curated based on likes and interests and at times can be ridiculously accurate, especially the more you use it. This makes connecting your ideal audience with your work virtually effortless.
Where to start with TikTok.
· Consistency is key. The magic number for TikTok videos per day is rumoured to be 2-4. But if that is too much for you just ensure you are consistent, if one a day is all you can manage, then do that, and stick to it. Consistency is essential not just for your audience but it a simple way of keeping the infamous algorithm happy.
· Show off your book. You will quickly realise that the ‘BookTok’ community loves beautiful books, so show yours off! It is an informal suggestion that when social media marketing 20% of content should be promotional and the other 80% should be engagement focussed. So do show off your beautiful book but also create other content, this could be book recommendations, duetted videos or even a bookshelf tour.
· Use hashtags but not too many. Hashtags are how the algorithm knows the content of your video, so make sure to pick clear hashtags that actually describe your video, but don’t confuse the algorithm by using too many. In other words, use 3-5 concise hashtags and in doing so your video will quickly find its way to your audiences ‘For You’ page.
Considered by many as the first true social network, Facebook is another great place to promote your work. You can use your personal Facebook or opt to create a dedicated author page or group for your audience.
Facebook sets itself apart from the others, by having the most diverse age range, so consider this if your work is more suited to a mature audience.
With the ability to create an author page, group or event, Facebook has a lot of features that authors should make the most out of. Not only that, but often people find Facebook more accessible, as the large majority already have experience with the platform.
How to make the most out of Facebook.
· Created varied content. Facebook provides a strong foundation for longer posts, but engagement trends suggest that a mix of short posts and longer blog-like posts are the best way to keep your audience fulfilled. For longer posts, 200-300 words is advised. Try to include statuses about your writing, personal life and anything else you’re interested in. Adding photos and videos is always a good way to break up a lot of writing, and don’t be nervous to make the most of emojis.
· Make it easy to buy your book. On your page, ensure there is a clear link to buy your book. Ideally, place this in the sidebar so it is easy to locate. You can of course include links on posts when you launch your book, but it is essential to make it as simple as possible for your audience to actually buy your book.
· Find your community. Follow authors you love, unpublished writers and book lovers. There are many groups for writers where you can connect with those who are interested in the same things and experience the same challenges as yourself. Not only will this create a community of support for you as an author, but the connections you make will also help spread hype for your work.
Honourable mention
· Goodreads. There is some debate about whether Goodreads is a social platform, although it does have a social element. Goodreads is an intrinsically bookish website that allows book lovers and authors to connect, create reading lists and review books. Many authors have profiles and it is a fairly low-maintenance option. Users are most likely to be 35 and under, with a university education.
I hope this guide has given you some food for thought and given you the push you need to start your social media strategy.
If you need some help or have a burning question, feel free to reach out to our team.