Introduction
In order to pique readers' interest in you and your work, it takes creating an online persona as an author. How do you ask people to buy your book without coming across as a begging salesperson? How do you get people to care about you and your story? This is what your author platform is for, which you can use as an author to help readers find you. The main focus of an author platform is self-promotion.
But what can you use to grow your author platform? Easy answer: a social media platform. It can be hard to know where to create a
social media platform (on TikTok, Facebook, Instagram, or X [formerly Twitter]) to get the biggest impact and what to even put on your profile.
That’s what this article is for. I’m here to give some dos and don’ts to help you build your author social platform!
There are many social media sites to choose from, but right now, we’re going to be discussing TikTok, a global app that lets users create and share short videos on various topics. Previously known as Musical.ly, TikTok first gained popularity through videos of users lip-syncing to catchy music, but it has now expanded to much more.
“Social media is the ultimate equaliser. It gives a voice and a platform to anyone willing to engage.” – Amy Jo Martin, Founder and CEO of Digital Royalty
Source: middleeatmoniter.com
Why TikTok?
TikTok is regarded as one of the top sites for organic reach. The term “organic reach” in regards to social media describes the free content—such as posts, images, videos, memes, stories, and so forth—that all users, including companies and brands, share on social media platforms. This is different than paid social media, which uses advertising dollars to promote content and expand one’s following on social media networks. That’s the equivalent of buying a billboard on the social media “highway.”
On TikTok, you can find readers and other writers to network with as well as assemble a group of individuals who sincerely want to read your work. However, like any other social media platform, this takes time and consistency.
Some people might find this idea intimidating, simply because they don’t view themselves as video-smart as others, but you don’t need to be a videographer to do well on TikTok. There are several things you can do to get started on your platform.
Create a Unique and Memorable Profile
Consider your profile to be your home. A plain, barren space makes people feel unwelcome, while a well-kept space encourages visitors to engage with your material. Like with all social media accounts, make sure your profile includes a picture of you, a short bio explaining who you are and what you do, links to your website or other social media accounts, and works, if you have any.
This is where you want your personality to shine. Share your frustrations (usually in a joking manner works best), your passions, and even give behind-the-scenes glimpses into your writing.
By offering readers a peek into their lives, writers build stronger bonds with their readers and encourage a devoted following. They get invested, not only in the written works themselves, but in the author.
Great Author Profiles:
“#1 New York Times and internationally bestselling author of angsty books.”
211.3K Followers
12.7M Likes
“Video diaries of a Latina romance author + tips.”
52.7K Followers
1.5M Likes
“Mother, Performer, Author.”
35K Followers
161.1K Likes
Be Consistent!
If you regularly upload, TikTok’s algorithm will suggest your profile to users who are interested in your type of material. Furthermore, frequent posts keeps you in the forefront of their minds when they do follow you.
In its guidelines, the app notes that users should be “intentional” about the content they share, recommending one to three posts per day.
Types of posts:
a. Aesthetic videos that represent your book/characters.
b. Video of your book cover. Show off the artwork! Explain it and show some passion for your work.
c. Behind-the-scenes glimpses into your writing.
d. Reading excerpts from your book to give readers an idea of your writing style.
e. Stiches: When you “stitch,” you take a small portion of someone’s video and make a continuation of sorts with your contribution to the video. This is a way for you to engage with the #BookTok Community (those on TikTok who are passionate about reading/writing)
f. Duets: When you “duet,” you use another user’s video to allow it to play as yours plays alongside it. These are good for reaction videos, replies, or even reviews of books/authors/posts.
Utilize Hashtags
On social media, hashtags are crucial because they make it possible for the relevant people to find what you're posting. Adding appropriate hashtags to your content helps add further context to a video, that you might not have outright said in the video itself, and increases traffic, which increases the number of views, likes, and shares. The secret is to use hashtags that both complement your content and draw in readers.
Examples: #booktok #authorsoftiktok #writing
Use Trends to Your Advantage
Because the material is, well, trending, TikTok videos that follow trends are among the most popular ones on the platform.
Trends, according to TikTok, consist of three elements:
Moments: The brief prompts that appear on the app. There are instances when it appears to be a brand’s planned campaign and other times when it seems like a completely arbitrary concept. However, users are drawn to it for some reason.
Signals: As TikTok users become aware of the moment, a wider audience is drawn in.
Forces: A persistent change on TikTok that affects the needs, interests, and values of users. A shift in culture as a whole. Forces last forever, but moments are enjoyable.
Trends of 2024
Get ready with me (GRWM) trend
The adoption of this trend is widespread among beauty practitioners, makeup artists, and fashion influencers. Including users in a morning ritual or other preparation process for the day or event allows everyone to join in on this trend.
“Get ready with me while I ____”
POV (point of view)
This long-running TikTok trend comprises videos that offer a viewpoint that represents a certain character or circumstance. For instance, you may share a video as seen from the perspective of a dog on walk, a worried backseat driver, or a strict parent. Usually funny, they may be used in any setting, which makes this trend perfect for films/books/writers that want to express their individuality.
Profit from the trend by either adopting it for your niche or by following it. Take the time to check what songs or sounds are trending in TikTok. Perhaps you’ll find a new challenge or dancing move. Regardless of the trend, what matters is utilizing it well in your content and connecting it to your work.
By following trends and being involved in the TikTok community, you can demonstrate to your audience that you are a real app user and that you’re mindful of TikTok’s culture. It’s important that you’re more than just a walking advertisement.
“Social marketing eliminates the middlemen, providing brands the unique opportunity to have a direct relationship with their customers.” –Bryan Weiner, CEO, Comscore
What Does Success Look Like?
“Success” on TikTok usually refers to high engagement.
Engagement is often defined as anything that captures someone’s interest. Likes, comments, shares, and views are all included in this. The most crucial element in customizing the TikTok “For You” page is user participation. This means that your chances of being discovered naturally increase with the number of people who like, share, comment, and engage with your material.
Comments: How is your video being received by viewers? Is it simply a brief note or are they offering feedback? One excellent method to determine how people are responding to your material is through comments.
Shares: How many people have seen and liked your video? This lets you know how powerful your video may be.
Likes: Does your video have a high number of likes (a few hundred, a few thousand, or more)? This is an excellent way to gauge the level of popularity and potential reach of your work.
Views: What was the number of viewers for your video? Use this to find out whether users are seeing and paying attention to your material when it appears on their feeds.
Conclusion
The most important thing to remember is that you need be patient. Success doesn’t happen overnight. Don’t give up on getting followers on social media; it takes a very, very long time. Appreciate a few likes every week. Curb your expectations, but don't give up. You can do it.
Go out, make that author profile, and if you have any questions at all, free to shoot us an email or leave a comment below!
Resources
An Interactive Qualifying Project submitted to the Faculty of Worcester Polytechnic Institute
Kindlepreneur – TikTok for Authors: The Ultimate Guide
See You On The Internet: Building Your Small Business With Digital Marketing by Avery Swartz – She walks you through the nuances of website building, e-commerce, SEO, social media, email marketing, and online advertising using examples and real-life stories.
Brand Storytelling: Put Customers at the Heart of Your Brand Story by Miri Rodriguez – With guidance from companies like Expedia, Coca-Cola, McDonald's, Adobe, and Google, this shows you how to use brand storytelling in the marketing mix to improve brand engagement and achieve long-term success.
Skye Crump is a Junior Editor at A.E. Williams Editorial, a provider of editorial services for indie authors and publishing houses (including a Big 5 publisher). She can be found on LinkedIn and her personal website.
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