Ahhhh, August.

It brings with it the last 11 days of the 2024 Summer Olympics and the dog days of summer.

For many Northern Hemisphere families with school-age children, it’s also back-to-school shopping time.

August is when many in Europe enjoy holiday time off, too. The same goes for the U.S., where people take advantage of a typical business slowdown before things kick back into gear in September.

August also offers lots of quirky and unexpected holidays and occasions you can use to have more fun than usual with your book promotion.

How to take advantage of August book promotion opportunities

What’s the best way to take advantage of so many fun August book promotion opportunities listed below?

Once you identify those occasions that are a good fit for your book or promotion goals, how can you use them?

Here are a few examples to get you started.

August is Romance Awareness Month

If you’re a romance writer, this is your time to shine!

Think of the potential! How about polling your social media connections and newsletter subscribers about their most romantic experience ever? One of them might even inspire a book!

• Ask them to tag you in a written post or in a social media video where they describe it, or to reply to your email newsletter request.
• Turn snippets of their responses into social media quote graphics you can sprinkle out for days or over coming weeks.
• Use what you learn from trends in responses to create a tip sheet about how to be more romantic that you send to the media, bloggers, and podcasters.

August 4, International Forgiveness Day

Are you a yoga or meditation instructor, or a lifestyle coach?

Is forgiveness a theme in your novel or children’s book?

Use this occasion to help people learn how to forgive those who have hurt or harmed them. Here are a few ideas:

• Create a short, instructional video for social media.
• Host a short, live training webinar.
• Create an Instagram carousel post with the steps to follow.

August 17, National Thrift Shop Day

Is one of your novel’s characters uber-thrifty?

Are you a financial advisor?

Do you write about upcycling, re-purposing, or sustainability?

According to the 2024 ThredUp Resale Report, the global used apparel market is growing three times faster than the overall global clothing market.

Leverage this trend to:

• Create social media images and posts about how to shop at thrift stores.
• Share images of your favorite thrift store finds.
• Create a YouTube video showing how you upcycled a thrift store gem.

Keep in mind, too, that variations on what you might do to link your book to National Thrift Shop Day might also apply to National Garage Sale Day happening a few days earlier on August 10.

Your August book promotion opportunities

Here’s a partial list of the august August marketing opportunities you can add to next month’s book promotion calendar. Get the full list on the Holiday Insights site. (And while you’re there, look ahead to other months.)

• Romance Awareness Month
• August 1 Mountain Climbing Day
• August 1 National Girlfriends Day
• August 1 Mahjong Day
• August 2 Find a Four Leaf Clover Day
• August 4 Friendship Day
• August 4 International Forgiveness Day
• August 4 Sisters Day
• August 5-11 National Simplify Your Life Week
• August 6 Wiggle Your Toes Day
• August 8 Happiness Happens Day
• August 10 Lazy Day
• August 10 Middle Child’s Day
• August 10 National Garage Sale Day
• August 12 National Vinyl Record Day
• August 12 World Elephant Day
• August 13 Left Hander’s Day
• August 15 Relaxation Day
• August 16 National Tell a Joke Day
• August 17 National Thrift Shop Day
• August 17 Neighbor Night
• August 20 World Mosquito Day
• August 21 National Spumoni Day
• August 22 National Tooth Fairy Day (and/or February 28)
• August 25 Kiss and Make Up Day
• August 26 National Toilet Paper Day
• August 31 National Eat Outside Day

Be sure to check out the list of book-related occasions during August in our 2024 literary calendar, too.

Which of these crazy August occasions speak to you? How will you use next month to help generate conversation and call attention to your book in a lighthearted way? Please tell us in a comment.

As we wrap up a busy April that features more book-related days and weeks than any other month, it’s time to look ahead to other types of special occasions in May.

Here in the U.S. Northeast (where snow sometimes makes an appearance as late as mid-May), we welcome the typically warmer temperatures and how neighbors only mow their lawns when they see we have our windows open during Zoom meetings.

The merry, merry month of May brings us spring flowers and leaves on trees and, oh joy of joys, spending time outside without down coats and heavy gloves.

May bright spots

The fifth month brings with it in the U.S. “normal” occasions that include Mother’s Day on May 12, Memorial Day on May 27, and high school graduations and college commencements throughout the month.

Australia’s Queensland celebrates Labour Day on May 6 – which is also May Day in the Northern Territory – and Reconciliation Day on May 27 in the Capital Territory.

There are also so many unconventional, unique, and often downright irreverent holidays and special occasions to celebrate. And you can use them to bring attention to your book.

How to leverage May book promotion opportunities

What’s the best way to take advantage of so many fun May book promotion opportunities? Once you identify those occasions that are a good fit for your book or promotion goals from the list below, how can you use them?

Here are a few examples to get you started.

May is Mystery Month

Do you write mysteries, thrillers, or suspense novels? This is your month! And there’s so much potential.

Here’s just one idea: Use social media and your email list to poll people about their favorite mystery book and why they like it. You can use this information in multiple ways:

• Compile what you learn into a round up article (“here’s what readers told me about their favorite mysteries”) for your blog or to use as a LinkedIn post.
• Record videos where you read some of the nominations and reasons.
• Create social media quote graphics with the entries.

May 9, Lost Sock Memorial Day

Are you a poet? Write your “Ode to the Lost Sock.”

A humorist? Explain where the socks that don’t come out of the dryer end up.

Schedule an Instagram Live so you and your followers can pause together at a specific time to honor and remember all the socks they’ve lost. Be sure to promote it in advance.

May 20, Be a Millionaire Day

Do you write about money?

Call attention to your book on Be a Millionaire Day by sending a tip sheet to the press or guest blogging about money mistakes people are making that will prevent them from being able to celebrate this special day.

Go live on Instagram to talk to millennials and Gen Y about how to save now so they can retire early.

To reach a younger audience, create a series of TikTok videos that explain each “must-do” for anyone seeking millionaire status sooner rather than later.

Your May book promotion opportunities

Here’s a partial list of the merry, merry month of May marketing opportunities you can add to next month’s book promotion calendar. Get the full list on the Holiday Insights site. (And while you’re there, look ahead to other months.)

• Date Your Mate Month
• Gifts from the Garden Month
• Mystery Month
• National Recommitment Month
• May 1 Save the Rhino Day
• May 3 Garden Meditation Day
• May 3 Lumpy Rug Day
• May 3 Space Day
• May 4 National Candied Orange Peel Day
• May 5 National Hoagie Day
• May 6 National Tourist Appreciation Day
• May 7 National Teacher’s Day
• May 8 National Outdoor Intercourse Day
• May 9 Lost Sock Memorial Day
• May 10 Clean up Your Room Day 
• May 11 Eat What You Want Day
• May 11 Hanging Flower Baskets Day
• May 11 National Babysitters Day
• May 13 Frog Jumping Day
• May 14 Dance Like a Chicken Day
• May 17 Pack Rat Day
• May 18 Visit Your Relatives Day
• May 20 Be a Millionaire Day
• May 21 National Waiters and Waitresses Day
• May 23 Lucky Penny Day
• May 24 International Tiara Day
• May 25 Tap Dance Day
• May 26 National Paper Airplane Day
• May 31 Flip Flop Day

Be sure to check out the list of book-related occasions during May in our downloadable 2024 literary calendar, too.

Which of these surprising May occasions speak to you? How will you use next month to help generate conversation and call attention to your book in a lighthearted way?

I met Lara Ferrari, the founder of Lemon Friday, when we spoke at the same virtual summit recently. I’m always impressed by other speakers at these events, but Lara stood out. So, of course I asked if she’d like to write a guest post for us here!

Lara provides marketing support for authors who’d rather be writing. As an Instagram specialist, she has personally helped more than 100 authors grow engaged communities of readers online. Lara’s tips, tools, and templates are designed to simplify and streamline your book marketing so you can build book buzz online without sacrificing precious writing time. As gifts are her love language, she would like to give you a free copy of her 10-step Glow Up Your Instagram guide for authors! (I downloaded it as soon as I learned about it and I’m already working with it. Grab your copy!) 

The great Instagram glow up: Are you shining your absolute brightest?

By Lara Ferrari

Glow up /ɡloʊ ʌp/

(Also known as glow-up or glo up or glo-up)

Significant and positive changes made over time, resulting in an eventual version that’s better in every way.

Example sentence: “After finding her purpose, embracing her individuality, and getting seriously strategic about connecting with the right readers, her author Instagram account experienced a remarkable glow up, attracting a wave of new and engaged followers.”

Synonyms: transformation, evolution, elevation, blossoming, maturation

More than a makeover

Don’t confuse a glow up with a makeover.

Unlike a makeover, a glow-up is not about miraculously changing your Instagram account into something (or someone) else. It’s not forced, it is not immediate, and it’s definitely not surface level.

An Instagram glow up is a gentler, more gradual, more genuine approach to improving your social media presence. Because it’s based on embracing and showcasing your unique brand of magic, the result is a transformation that’s not only long-lasting, but has a deep and meaningful impact on you and your readers.

After your glow up, not only will you attract more readers, but more of the right readers will immediately recognize you as their perfect match.

If this resonates with you and your author account, let’s dive into the 10 steps to achieve your Instagram glow up.

Unlike a makeover, a glow-up is not about miraculously changing your Instagram account into something (or someone) else. It’s not forced, it is not immediate, and it’s definitely not surface level.Click to tweet

How to tell if your account is overdue for a glow up

First, let’s play a quick and easy game.

I’m going to give you a list of 10 statements and if any of them are true about your author account, you’re going to give yourself a point. At the end, we’ll add up your points and find out whether your author Instagram account could benefit from a glow up.

1. Your profile picture is not a clear and close-up shot of your lovely face.
2. Your username is hard to read or not obviously connected to writing.
3. Your “name field” is not being used or does not include words your ideal reader is searching for.
4. Your bio doesn’t make it clear what readers can expect from your account or give them an incentive to stick around.
5. You’re not entirely sure who you’re trying to attract… or what your main goal is.
6. You’re hiding your real self.
7. Your “aesthetic” feels messy, haphazard, non-existent, or just doesn’t match the style of your book.
8. You’re posting captions with zero strategy or end goal.
9. You aren’t using the Instagram “highlights” feature effectively.
10. Your own feed (the home page) doesn’t inspire you.

Now for your results…

If you scored 0 points:

Congratulations! Your Instagram is perfection – don’t you dare change a thing.

If you scored 1–2 points:

Very impressive. You’re basically an Instagram expert.

If you scored 3–10 points:

Welcome to the club! You are perfectly primed for an Instagram Glow Up. Read on.

How to get your Instagram account glowing

Think of your Instagram glow up as steadily turning up the dimmer switch, getting brighter and brighter until eventually you shine a light so bright and distinctive that your ideal readers will be dazzled as they’re drawn to you!

This means standing out for all the right reasons and it’s where those 10 steps I mentioned come in.

No more hiding!

First of all, no more hiding behind profile pictures of books, or usernames and bios that don’t proudly proclaim your purpose as a writer or your true value to your readers. Standing out for the right reasons means creating a space your ideal readers want to hang out in.

In other words…

• Personalize your profile picture with a clear headshot because this creates a sense of familiarity and trust.
• Pick a memorable username that makes it clear you are a writer.
• Craft a bio that appeals directly to your ideal readers and lets them know what they can expect.
• Choose a visual style that fits with the overall “vibe” you want for your account.
• Create “highlights” that showcase your top Stories, neatly organized into collections so it’s easy for your readers to quickly find key info about you and your books.

These five steps are an excellent start to feeling glowy!

via GIPHY

Create deeper connections

But we’re not going to stop there. Remember: a glow up goes beyond appearances and creates a deeper connection.

In other words…

• Get super clear on “who your audience is” and “what your purpose is” so that every post, Story or Reel speaks to the right readers and gets you closer to your goals.
• Embrace your individuality and stop hiding those awkward, secret, quirky parts of you, because what makes you different is also what makes you special.
• Choose clear (and strategic) content themes to save you time, help you create engaging posts, and make sure you’re always getting closer to those goals.
• Re-introduce yourself and remind your followers exactly why they follow you by highlighting the value they get from reading and engaging with your posts.

Think of your Instagram glow up as steadily turning up the dimmer switch, getting brighter and brighter until eventually you shine a light so bright and distinctive that your ideal readers will be dazzled as they’re drawn to you!Click to tweet

Find sources of inspiration

And finally, you attract more readers, create better content, and generally get more out of showing up on Instagram when you feel inspired, uplifted, and energized.

In other words…

• Cultivate a constant stream of creativity, passion, and expertise by “training” the Instagram algorithm to only show you content you really want to see by engaging with accounts you love – and unfollowing any you don’t!

Get your (free) step-by-step “glow up” guide

If you’re a visual learner or you just want a more detailed breakdown of these 10 steps to an Instagram glow up, you’re going to love my free “Glow Up Your Instagram” guide. This downloadable booklet has helpful examples, practical templates and step-by-step checklists to help you shine brighter and attract more of the right readers.

Let’s get glowing!

Where will you start your glow up? What do you think needs the most improvement? Tell us in a comment!