How authors can use TikTok to grow a loyal fanbase and readership
In the last ten years, TikTok has changed the reading space for publishers, readers and authors alike.
If you’re a first-time author and new to the publishing world, you might not know that there’s a small, but powerful, corner of the internet called ‘BookTok’ and it has had publishers scrambling to jump on the train.
Not only because TikTok has become an effective marketing tool through influencer campaigns and book reviews, but because it has allowed self-published authors to become bestsellers without the need for a book deal.
Of course, this success relies on a lot of factors, including some favour from the dreaded BookTok algorithm, but TikTok can become a crucial weapon in an author’s arsenal.
Is TikTok worth it for authors?
While TikTok can be considered a huge time-soak if authors see little returns, when used consistently and strategically, through the use of effective hooks and relatable videos, TikTok can absolutely be worth it for authors ahead of and during book launches.
Additionally, if you’re looking for a traditional book deal, publishers do often use an author’s social media when considering whether to make an offer.
The key is to use TikTok properly.
At Marketing for Authors, we like to give authors practical marketing foundations that last and build long-term benefits rather than quick wins that fizzle out.
So this isn’t a guide about getting instant book sales, but this article shows authors how to use TikTok to build a durable platform and attract lifelong readers.
We’ll cover:
Why books going viral isn’t the ultimate goal for authors
Booktok emotional hooks vs book synopses
How authors can convert TikTok views into email contacts
Using vulnerability and process content to build an author brand
Why books going viral isn’t the ultimate goal for authors
One mistake many authors, and content creators, make is that they think the aim of social media is to ‘go viral.’ While that massively helps in terms of reach, it might mean very little if that virality never translates into loyal readership.
Say you’re writing a non-fiction book about gardening and you end up going viral after posting a video of your partner walking into a lamppost, those people aren’t necessarily going to understand you’re a gardening expert and writer.
This means that your TikTok content should still be narrow enough so people know your content is going to offer them something they’ll want and enjoy.
Therefore, your content should stick to (on the whole) what we call ‘content pillars’. They might look something like this:
Writing process videos
Reviewing other books in your genre
Relatable content about the reading and writing experience
For non-fiction, content that relates to your book’s topic (e.g. a gardening book lover would value content on how to grow tomatoes)
For fiction, content that reflects the reading experience of your genre (e.g. a romance book lover might enjoy a funny video about waiting for the character’s first kiss at 3 in the morning)
This isn’t to say that your TikTok content has to be completely structured, but it does need some consideration. And remember, you build a loyal fanbase through consistent, brand-led content, not only videos that go viral.
Booktok emotional hooks vs book synopses
Unfortunately for authors, merely posting your book’s blurb on TikTok isn’t likely to be effective.
For example, romance readers are more likely to search via tropes such as ‘enemies to lovers’ or ‘grumpy sunshine’ than terms that would fit your story.
There’s also the three-second TikTok rule – that you must capture a viewer’s attention within the first 3 seconds of your video, otherwise you’ve lost them.
So it’s important to have a relatable hook on your video.
What is a social media hook?
A social media hook is the statement, visual or audioin a post or video that stops the viewer from bypassing the content and encourages them to engage thoughtfully with it.
One author who has used emotional hooks to perfection is Alexis Patton. In my work as an author and when helping other authors establish themselves on TikTok, Alexis was someone I interviewed for a Q&A about her self-published breakout dystopian series.
She’s now a New York Times Bestseller.
What was her main marketing focus? Perfecting emotional hooks across TikTok and Instagram.
Here are some examples:
A picture of her holding her book with the hook: ‘I don’t care if I’m your target audience. You can’t convince me to read a book in 3 slides…
A trope-related hook: ‘Enemies to lovers? Way. Worse.’
A hook relating to your own experience as a writer that shows the 6-year journey she’s been on.
When creating emotional hooks, think about:
Using your own personal story of why you started writing the book in the first place – that’s human and relatable
Equating your experience of reading books similar to your own
The emotional experience of characters or your ideal reader and bring that into your hook
Can I reuse effective hooks on TikTok Video?
This is an important point; you should absolutely reuse hooks that have worked on your videos. The likelihood is that each video will always find new viewers so don’t worry about repeating similar videos, just make sure to vary your content enough to keep your loyal followers happy.
Using artificial intelligence to create hooks
Of course, there are many AI tools now available for you to bounce ideas around. However, remember that AI is ultimately repeating what is already on the internet and can sometimes ruin hooks that were innately human and written by you.
That’s exactly what you bring to the table.
AI cannot add in the emotional experience you can, so let your voice be stronger than that of a tool.
How authors can convert TikTok views into email contacts
Beyond posting videos, TikTok is an incredible tool for converting viewers into subscribed readers who you can contact as and when you need to.
TikTok allows you to have a link on your profile, but don’t just send viewers to a generic Amazon link. Instead, send them to a page that captures email addresses. This might be by offering them a lead magnet such as a free novella, bonus chapter or your monthly newsletter that’s packed with valuable information about books you’ve enjoyed or your writing process.
Another great way to collect email addresses is to set up a book giveaway.
When I focused more on my own dystopian fiction series, this was one of the most effective ways I built my newsletter audience; afterwards, I was able to nurture them into readers.
There is admin to work out here, and of course, you’ll need your own author website or landing page to make it work effectively, but it’s an excellent example of how TikTok can act as your awareness tool (finding new people) and your email list then gives you the power to nurture them into loyal readers.
A standout example of an author building an off-platform community is A.P.Beswick.
I heard this author at a talk during London Book Fair, and he has used TikTok effectively to not only build a following of over 100,000 people, but he gives readers opportunities to connect with him in a deeper way that is outside the TikTok platform.
Through the link on his bio, fans can download a social media content guide or join his discord community to find out more about his upcoming books and releases.
It’s a super powerful way of converting his thousands of viewers into contacts he can effectively connect with.
Using vulnerability and process content to build an author brand
An important part of using social media as an author is to understand that your videos and posts do not need to be perfect.
Your readers want to get to know you, and that means overly polished or branded advertisements are unlikely to stop their scroll.
However, a video of you in the editing trenches with a cup of tea or an honest candid talk about your publishing process is more likely to draw a connection.
Not only are people interested in how the writing and publishing process works, but once a book lands, readers can feel like they’ve been on the journey with you to bring this product into being.
There’s nothing quite like that connection.
For example, there are two incredibly successful authors who dominated the BookTok space and have now sold millions of books worldwide.
These are Alex Aster and Lauren Roberts.
If you visit Lauren Roberts’ profile and navigate to her oldest videos, she’s talking about the book she’s writing in real-time and then her first attempts at self-publishing. She’s funny, personable and undeniably relatable. Eventually, Simon and Schuster noticed how she’d built a loyal fanbase and offered her a publishing deal; which became a 5-book bestselling series with a potential TV adaptation on the way.
It’s a similar story with Alex Aster. Her vulnerability in showing readers her process has led to a ridiculously successful career. She’s appeared on the Kelly Clarkson show, had billboards of her books in Times Square and has been commissioned to write books such as the first Barbie fantasy novel.
In the non-fiction world, a wholesome example of vulnerability and personality to create a personal fanbase before a book release is Jess and Norma. A grandmother-granddaughter duo from the UK who had millions of fans with their hilarious dynamic and loving relationship. Sadly, Norma passed away just before their book release but it became an instant Sunday Times Bestseller.
Conclusion: Readers buy from people on TikTok
You’ll have heard this said before, but people do literally buy from people, and that’s never been more true than for authors using TikTok.
At Marketing for Authors, we’ve helped authors get to grips with the platform as well as building them a content plan that connects with potential readers authentically.
When done right, TikTok can not only lead to book sales but to a loyal fanbase who are sat ready to buy every single book you release.
And that makes the effort of being an author all the more worth it.
If you’re ready to understand more about TikTok, don’t hesitate to get in touch at contact@marketingforauthors.co.uk.
FAQs about TikTok for authors
Can I sell a book on TikTok?
Yes, you can sell your book physically through TikTok shop, but also by creating consistent and engaging content that leads readers to your author website or Amazon page. Many authors use TikTok as an effective and viable sales tool.
Can I make money from BookTok?
Aside from using BookTok as an author revenue stream through book sales, should you create a large enough following (usually at least 10,000 followers), you can start to partner with publishers on book review deals that sometimes include a financial payment.
Is there any benefit from using TikTok as an author?
There are so many benefits to using TikTok as an author that include: building a loyal readership, connecting with readers on a deeper level, having a different creative outlet during the writing process, building up email lists and ultimately, selling books. To take full advantage, authors must use TikTok consistently with a solid content strategy.
What are the downsides of using TikTok?
There are a few downsides to using TikTok as an author. For example, it does take a long time to create and post content, as well as engage meaningfully with other users. Should you not see the returns you expect, this can be mentally exhausting. In addition, gathering a following on TikTok is great but it becomes difficult if you rely on it as it is data that you ultimately don’t own. That’s why it’s important to lead users towards a mailing list or online community outside of the platform too.
How can Marketing for Authors help authors use TikTok well?
At Marketing for Authors, we assist all types of authors to not only get started on TikTok, but we always offer weekly TikTok management including assistance in video editing, hook copywriting and post scheduling. We want authors to overcome the fear of self-promotion and our aim is always to empower them towards engaging with the platforms themselves while saving them valuable time so they can spend it doing what they love most – writing!
