The New Standard for Digital Marketing How to use TikTok to your advantage - no dancing required! February 4, 2025

Source: Olivier Bergeron/unsplash.com

TikTok isn't just for viral dance trends and funny videos anymore. In the last couple of years, we have witnessed it become a powerful platform for authors to connect with readers, and, yes – sell books. The social media platform has made bestsellers out of indie and self-publishers authors and reinvigorated sales for classics. Whether you're a debut writer or an established novelist looking to expand their audience, TikTok offers a unique and creative space to market your books without needing a big budget (or dance moves). In this article, we'll explore how you can use the platform to engage with your readers while staying true to your authentic voice. Let's go!

Why TikTok Matters for Authors

You might be thinking that TikTok is just a platform for teens dancing and quirky videos, but it has become a cultural powerhouse. The TikTok algorithm promotes content based on engagement rather than follower count, which lends itself to harvesting communities with similar interests. When these groups become focused on consumable products, it can have chart-shattering consequences.

The #BookTok community has become a driving force behind book sales recently, with authors like Colleen Hoover and Adam Silvera seeing their titles soar in popularity thanks to viral videos. But this success isn't limited to well-known names. Indie and self-published authors have also found their books growing in success after capturing the attention of TikTok's passionate readers.

 

Building a Community

TikTok isn't just about pushing your book—it's about building a community. The #BookTok scene is filled with readers eager to discover new stories, share recommendations and connect. Engaging with this community is vital for your success on TikTok, but also allows you to interact with loyal fans on a personal level.

Start by interacting with other creators. Comment on their videos, duet content that resonates with you, and participate in popular trends you think look fun. Show genuine interest in what your readers are saying, and they'll likely return the favour. Being authentic to your audience and letting them get to know the author they're supporting will allow you to cultivate a group of dedicated followers that truly appreciate you.

 

Content Tips for Authors

Never fear, no dancing here (unless you really want to)! There are so many creative ways to promote your book on TikTok that it can feel a little overwhelming at first. Here are some of our favourite kinds of videos to watch to get you started:

  1. Behind-the-Scenes Glimpses: Share your writing process, your workspace or even the mess of notes and drafts that led to your final manuscript. Readers love to see the human side of their favourite authors.
  2. Book Aesthetic Videos: Create mood boards or edits of clips and images that capture the vibe of your books using trending sounds or popular music. Think of this as a trailer to your work – TikTok is a visual platform after all. Bonus points if you include the most impactful quotes from your book.
  3. Character Introductions: Use fun skits, hand drawn illustrations or different outfits to introduce your characters to get the audience invested.
  4. Participate in #BookTok Trends: Whether it's 'blind date with a book,' sharing your writing playlist, a tour of your overflowing want to read pile or a meme, jumping on trends can help get your content discovered.
  5. Engage with Readers: This is possibly the most important point on the list. Host Q&A sessions, respond to comments or personalise videos. Not only will you be promoting your work but also building your relationship with your audience.

 

Mistakes to Avoid

While TikTok is a great tool to get to know your audience, build connections and promote your work, there are some common pitfalls that you should steer clear of.

  1. Over-Promotion: Constantly pushing your book without offering any real value or entertainment in your videos can be a real turn off for potential readers. Balance promotional content with engaging and relatable videos that your audience can enjoy.
  2. Inconsistency: Posting sporadically or giving up after a few videos won't yield results. Consistency is key – even one or two videos a week can make a huge difference to how connected your audience feels!
  3. Not Engaging with Your Audience: At the end of the day, TikTok is a social platform, so be social! Respond to comments, engage with other creators and build relationships with your followers. Your supporters want to support you, support them back!

The Bottom Line 

TikTok is an incredible opportunity to connect with readers, promote your books and build a committed, long-lasting community. With creativity, consistency and staying true to yourself, you can turn TikTok into a powerful took in your author marketing – no dancing shows required.