In a time where everyone is vying for attention online, many authors are stepping back to reevaluate how they market their books.
Social media, once considered a magic bullet for promotion, often doesn’t deliver the results authors dream of. The hope that a viral post will skyrocket sales or that TikTok will make you the next literary sensation can feel more like a myth than reality.
If you’re tired of chasing fleeting social media trends, know there are other ways to market your book—ones that build lasting connections and real engagement.
The Reality of Social Media Shelf Life
Before diving into alternatives, it’s worth considering just how short-lived the visibility of social media posts are:
- X (formerly Twitter): 18 minutes
- Instagram: 21 hours
- Facebook: 5 hours
- LinkedIn: 24 hours
- TikTok: Almost instant decay
The faster posts fade, the more aggressively you need to post to stay visible. But instead of getting stuck in this cycle, consider reallocating your time to strategies with more longevity and impact. Know this: if you’re going to go low- or no social media, you have to raise your game elsewhere. Let’s look at a few ways you can do this!
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Leverage the Power of Video Marketing
YouTube is a goldmine for authors and videos posted there have a shelf life of 30+ days, offering much longer visibility than any social media platform.
A few short, engaging clips of book readings, author events, or behind-the-scenes footage can go a long way. You can also repurpose this content for your blog, newsletter, or—if you choose to keep using them—your social media platforms.
And don’t forget, YouTube is the second largest search engine after Google. This means your videos can continue attracting viewers long after they’re posted, boosting your online presence without constant updates.
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Elevate Your Website Game
Your author website should be more than an afterthought—it’s the cornerstone of your platform. Make sure it’s up to date and functions as a hub where readers can find everything from your latest news to upcoming events and book releases.
It’s also a space you fully control, unlike social media algorithms, and you can funnel readers from other places to your site for a more personal, curated experience.
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Build a Blog That Resonates
A blog can be a powerful way to engage with your audience.
Fiction writers can use it to share insights into their world-building or character development, giving readers deeper access to the stories they love.
For nonfiction authors, blogs offer a chance to demonstrate expertise, weigh in on current topics, and become a thought leader in your field.
Plus, having a well-maintained blog enhances your media pitch credibility. It can show journalists and podcast hosts that you’re an active voice in your genre or area of expertise.
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Create a Reader-Engaging Newsletter
A newsletter is your direct line to readers without putting you at the mercy of an algorithm. Use it to share exciting updates, behind-the-scenes stories, and sneak peeks of your next project.
If you’re struggling with content ideas, keep it simple—fans love hearing about your creative process, upcoming events, or even research tidbits.
And don’t forget to offer a fun reader magnet, like an exclusive short story, quiz (people love quizzes!) or bonus content, to encourage sign-ups!
Cross-promotions with other authors in your genre can also help grow your list, and newsletters create a sense of community that keeps readers engaged between book releases.
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Pitch Yourself to Podcasts
Podcasts have staying power, with episodes remaining relevant for months – in fact a single episode can have visibility for 174 days and beyond.
If you’re not already reaching out to podcast hosts, now is a great time to start. Not only do podcasts have long shelf lives, but they also have growing audiences.
By 2025, global podcast listeners are expected to surpass 500 million, which is a huge potential audience for your book.
If you have the time and passion, consider launching your own podcast. While it’s a bigger commitment, it can be a fantastic way to build your brand and connect with readers on a deeper level.
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Tap Into Your Local Market
Many authors overlook the potential of their local communities, but local bookstores, libraries, and influencers can be some of your strongest allies.
Stop by your nearest bookstore and see if they have a local author section, or ask about seasonal displays where your book might fit in.
Libraries are also valuable partners, especially if you offer large-print editions of your books. And don’t forget local influencers—these could be lifestyle bloggers, community leaders, or small-business owners who love to support homegrown talent.
Building relationships with these influencers can give you credibility and visibility in your local market.
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Fun & Creative Alternatives
There are many creative ways to get your book in front of readers that go beyond social media.
For example, writing listicles or contributing to gift guides is a smart way to gain exposure on sites like Buzzfeed or niche blogs.
Subscription boxes are another underutilized avenue, especially for authors with a specific niche. Look for lifestyle or interest-based boxes that align with your book’s theme, rather than just book-specific ones.
Reducing your reliance on social media gives you more time to pursue these alternative strategies—strategies that often yield more significant and lasting results.
Wrapping It Up: Quality Over Quantity
Shifting away from the constant hustle of social media marketing may feel intimidating, but the payoff can be huge. By focusing on strategies with longer lifespans and deeper connections, you’ll build a stronger, more sustainable platform for your books and your brand.
It’s time to step off the social treadmill and focus on marketing that works for the long haul.
This is an excellent post.
Authors who only have one book to promote have some unique challenges to face and probably have to depend more on social media.
Great article!
I am overwhelmed with the notion of marketing my memoir on social media, and like the idea of a good author’s website, podcasts, and local bookstore appearances.
I am mostly social media detoxed anyway, and I don’t have Wi-Fi in my house!
My new book is my 7th non-fiction entitled Gambling with the Hidden Epidemic of .STDs: Choice, Risks Consequences. Initially , the traditional and semi-traditional publishers kept most all of the royalties. eg. Tate Publishing. Social media for me is a waste of time and energy. I meet readers at political, health, or educational events and make my readers into representatives for my book. If they belong to an organization church, temple or synagogue then parents can purchase for the people. Prevent the epidemic from spreading -to your neighborhood.
I found this really heartening. Social media just isn’t my thing, and I keep putting off anything to do with it. I’m in the midst of setting up my second website (the first wasn’t very good). I will now concentrate on this, and try for the in-person promotion too. That wasn’t an option for me when my book was self published last year, with the restrictions in place.
I’ve been used to using social media for a long time. So marketing with it made me forget that besides social media, there are still many other ways of marketing. Thank you for your article that helped me not to forget those things.
I just wanted to add as anecdotal evidence that I make a living as a fiction writer without a single social media account. I rely exclusively on various paid advertising venues (BookBub advertising, Amazon Advertising, and paid promotional newsletters) to drive readership. Social media is certainly optional in publishing success, and I’m glad to see that word is getting out.
I’d also highly recommend Cal Newport’s book, *Deep Work*. It’s definitely worth reading.
Great post, and I heartily agree. I am getting ready to promote my 11th cookbook Bitter Sweet: a Wartime Journal and Heirloom Recipes from Occupied Franc, using family documents and recipes. Social media is daunting. I agree. I would alo suggest cold calling indie bookstores around the US that might carry your kind of books. I have, and I have developed a nice little sales channel. Bravo to you!
My specialty is Moroccan cuisine, and Cooking at the Kasbah is also going out of print from Chronicle. They are very hard to get a hold of. Any ideas?