It’s always been hard to get your book discovered, but with the growth of self-publishing, it’s even more difficult.

UNESCO estimates that globally today, 2.2 million new titles are released every year.

Yowza.

In today’s saturated market, understanding how readers discover books can make a significant difference in your success. The more you know about this, the better able you are to focus your efforts in the right places.

Here’s your guide to understanding how readers discover books so you’re better able to get yours in front of them.

Recommendations

Good word of mouth makes a big, big difference.

Personal recommendations from friends and family are influential because they come from trusted sources. We love sharing books we’ve enjoyed; that creates a ripple effect that can greatly boost your book’s visibility.

You’re probably familiar with this from your own reading habits. If a friend likes the same types of books you do, you pay attention when they say, “I loved this book and I think you will, too.”

Recommendations also come from online communities and platforms. Goodreads is the most vibrant community for readers. It’s where they discuss their latest reads, offer recommendations, and create reading lists.

For example, when one of my daughter’s friends and I discovered we loved the same books while talking at a wedding, she quickly jumped to, “Are you on Goodreads? Let’s connect there!” It’s a great way for us to quickly see not only what each other is reading, but whether we like those books, too.

Other influential online gathering places for readers include Facebook (it has groups dedicated to readers of nearly every book niche imaginable), Library Thing, Riffle Books, and Reddit, among others.

Engaging with these communities can help your book reach a wider audience.

Collaborations

One of the best – and possibly most overlooked – ways to get discovered by more of the right readers is to collaborate with authors and other types of product or service creators who already reach your target audience.

A newsletter swap is an easy way to collaborate. You and an author who reaches your audience recommend each other’s books to your newsletter subscribers.

You can also swap guest blog posts, host Q&As, or plan Instagram or Facebook Live events for each other’s followers.

Online platforms

Online platforms and their algorithms are key players in book discovery today, too. Selling your book on Amazon is a no-brainer. It’s where most people who buy books online buy them. It’s also where they review them.

They review them on Goodreads, too, so in addition to using Goodreads as a reader, you’ll want to claim your author account there so you’re more directly connected to your book on that site.

The same goes for BookBub, which is both a site and service created specifically to help readers discover more of the books they enjoy reading.

These options are all pivotal for book recommendations because they use complex algorithms to suggest books based on a reader’s past behavior and preferences.

When you list your book on these platforms and optimize your metadata on each, you enhance your book’s discoverability.

Reviews

You also know that reviews and ratings on these platforms are important.

Positive reviews can boost your book’s ranking and visibility, while detailed feedback can help potential readers decide to pick up your book.

Don’t expect them to happen organically, although that can and does happen, of course. Instead, encourage your readers to leave honest reviews that will help you maintain a steady flow of new readers.

Traditional and digital media

Media coverage, both traditional and digital, significantly impacts book discovery. This news media attention known as publicity can help your book reach a broader audience.

Don’t overlook the power of magazine and newspaper reviews; they’re still influential, especially with older demographics.

Visibility in online publications and blogs has become essential because readers turn to trusted bloggers and online magazines for book recommendations.

Trade magazine publicity – both reviews and interviews – can be important for certain nonfiction books, so be certain to explore that.

Securing coverage on popular book blogs can drive significant interest and sales, but so can interviews and guest posts on subject/topic blogs.

For example, if your romance novel is set in Door County, Wisconsin, pitch Door County bloggers (yes, they exist, I checked) on a review or Q&A with you on why you chose that setting.

Podcast publicity is increasingly important for authors, too, as more and more people are drawn to the specificity of podcasts. As with blogs, pitch an author interview with book podcasts, but also approach topic podcasters, as well.

Social media

As we’ve seen with BookTok on TikTok, social media has revolutionized how readers discover books.

Social media didn’t exist when my first book was published.

It was a humor book that took a lighthearted look at male behavior, explaining to women why men do what they do or say what they say. The topic is perfect for social media, so I can only imagine the impact these platforms would have had on sales.

Today, in addition to TikTok, Instagram, Facebook, and Twitter are homes to vibrant book communities that actively share and discuss their latest reads.

Instagram hosts book group accounts (think Reese’s Book Club), YouTube has BookTube, and Facebook (mentioned above) is home to lots and lots and lots of genre readers groups.

Reader communities also have their own gathering place on Twitter/X with Twitter Communities.

Are your readers on Threads? That newer social network lets users create groups (Book Threads) that become mini-communities, too.

The best way to work toward book visibility in any online group is to become an active member and participant first. Showing up as a marketer, especially before you understand a group’s vibe and personality, is a waste of time.

Bookstores and libraries

Let’s not overlook how many people rely on browsing through physical bookstores and public libraries for books they might enjoy.

Fact is, while many self-published authors release only as e-books, most people still prefer physical books. Even Gen Zers prefer that format.

Curated displays in both stores and libraries plus bookstore staff recommendations can spotlight your book to new audiences.

Case in point: When I attended an NYU School of Professional Studies webinar on how Braiding Sweetgrass became a best-seller six years after it was published, I learned it was through the power of independent bookseller recommendations. Pretty cool, isn’t it?

As for libraries, many readers rely on them almost completely for reading material. That means library programs that include “lunch and learns,” book clubs, and author talks can introduce your book to new-to-you readers.

What can you do today to get better plugged in to your local library’s programs?

In-person engagement

One of the best ways to maximize discovery and good word of mouth, though, is meeting readers in person, face to face.

Author signings, book tours, presentations, and literary festivals allow you to connect with your audience directly on a personal level. These events create memorable experiences that can turn attendees into loyal readers.

Virtual events. including virtual book tours, webinars, and summit workshops. have also become popular, especially since the pandemic.

They offer the advantage of reaching a global audience without the need for travel. Participating in or hosting virtual events can help you connect with readers from different parts of the world, too.

Advertising

Paid advertising on Amazon, where readers are looking for books, can pay off under the right circumstances. Many authors also have success advertising on Facebook, where they can target specific demographics and interests.

Both options help your book reach potential readers who are likely to be interested, as long as your Amazon detail/sales page is “optimized” and you understand how to create and buy effective ads.

How will readers discover books by you?

Considering how many ways authors discover your books, where should you put your efforts to make sure yours gets found?

There’s no pat answer for this. With the exception of selling on Amazon, what will make the most difference for one author might not be the best choice for another.

For example, novelists get more traction on Goodreads than nonfiction authors do. And, some authors are so uncomfortable with in-person events that while they’re great for visibility, they’re not worth the stress.

Choose your discoverability channels – social media, publicity, advertising, and so on – according to where you’ll find your readers, your skills, and your interests.

But do something. Don’t wait to be discovered. You have to make it happen.

FAQs about how readers discover books

1. How important are personal recommendations in helping readers discover books?

Personal recommendations are incredibly influential in book discovery.

Readers often trust friends, family, and even online communities like Goodreads for book suggestions. These recommendations create a ripple effect that can significantly boost a book’s visibility, as people love sharing books they enjoyed.

Engaging with these communities can help authors connect with potential readers and spread the word about their books.

2. How can collaborating with other authors help in book discovery?

Collaborating with other authors can be a highly effective way to reach new readers.

Authors can participate in newsletter swaps, guest blog posts, or co-host events like Instagram Lives or Q&As. These collaborations allow authors to tap into each other’s audiences, increasing exposure to readers who are already interested in similar genres or topics.

This strategy can be particularly powerful in niche markets.

3. Why is a presence on platforms like Amazon and Goodreads crucial for authors?

A presence on platforms like Amazon and Goodreads is crucial because these sites are primary destinations for readers searching for books.

These platforms use algorithms to recommend books based on user behavior and preferences. By listing their books and optimizing metadata on these platforms, authors can enhance their discoverability.

Reviews and ratings on these sites also play a significant role in attracting potential readers, making it essential for authors to encourage reviews.

4. What role does traditional and digital media play in book discovery?

Traditional and digital media can significantly impact book discovery by reaching broad and targeted audiences.

Media coverage, such as magazine and newspaper reviews, remains influential, especially among older demographics. Digital media, including blogs and online publications, offer a more accessible and often cost-effective way to gain visibility.

Authors can pitch to book blogs, podcasts, and online magazines to secure reviews, interviews, and features, driving interest and sales.

5. How can social media influence book discovery, and which platforms are most effective?

Social media has revolutionized book discovery by creating vibrant communities where readers share and discuss their favorite books.

Platforms like TikTok (BookTok), Instagram, Facebook, Twitter/X, and newer networks like Threads have dedicated spaces for book lovers. Authors can build a presence on these platforms, participate in discussions, and engage with readers.

The key is to be an active and genuine participant rather than solely promoting books. Each platform has unique features that can be leveraged, such as Instagram’s visual appeal, TikTok’s short video format, and Facebook’s extensive group communities.

What are you doing to get discovered that’s working for you? Please tell us in a comment.

And many traditionally published authors aren’t earning the advances they used to, either. In the past, they could invest those funds in marketing. Now? Not so much.

Still, there’s a lot you can do to buzz your book that won’t cost you anything but time – and not much of that, either!

Here are 11 ideas to get you started.

1. Create a holiday linked to your book’s topic.

Submit it for publication in “Chase’s Calendar of Events.” Promote it each year with a press release announcing how you and others are celebrating the occasion.

One of my favorite examples is parenting author’s Jen Singer’s “Please Take My Children to Work Day.”

Jen created this years ago when her sons were little. She got a lot of mileage out of this clever twist on an old favorite because she promoted it so well.

2. Become a podcast guest.

Podcasts are basically web-based audio programs built around specific topics, from health and wellness to books and true crime. No matter how niche or esoteric your topic or expertise, you’ll probably be able to find a podcast for it.

Search for podcasts about your topic, then review each program’s website to see if it uses guests. After you narrow down your list to those that do, listen to several episodes of each so you’re familiar with each show’s content and how it’s presented.

Before emailing the producer or host to offer yourself as a guest, Google “how to pitch podcasts” so you’re aware of best practices.

3. Comment on blogs.

Set up a Google Alert for your topic so you know when others are talking about it online.

When you comment on a blog post, provide value in a non-promotional way. You can include your book title in your signature; most blogging platforms ask you to provide a URL in the comment form.

For more on how to comment effectively, read “How to comment on blogs.”

4. Write an op-ed or essay linked to your book’s topic.

An op-ed is an opinion article that typically advocates or educates. Because they’re opinion pieces with a stated bias rather than reported stories, they go in a section of the newspaper that’s set aside for opinions. This is usually alongside the letters to the editor.

Essays are first-person narratives that don’t necessarily express an opinion or try to influence readers. Magazines and online media outlets publish them; some radio stations accept audio versions.

To leverage the op-ed option, you often have to wait for a significant local or national news story that provides the timely hook you need to submit your opinion piece.

After paying for a snazzy cover design, editing, and proofreading, self-published authors don't always have a lot of money for book marketing. Still, there’s a lot you can do to buzz your book. Here are 11 ideas to get you started.Tweet it!

For that reason, and because news stories can disappear quickly, I generally recommend that you pre-write one or two op-eds related to your topic so you can get them to the editorial page editor quickly, before the topic disappears.

Novelists, please don’t dismiss this as a nonfiction-only tactic. For example, romance writers could have leveraged the recent Bill and Melinda Gates divorce announcement by writing essays about:

• Why am I so sad about the Bill and Melinda Gates divorce?
• Will my marriage end up like Bill and Melinda Gates’s?
• Can money buy love?

Get op-ed writing tips in “How to write an op-ed column or essay.”

5. Create “tipographics.”

Tipographics — tip lists in an image that can be shared — are an especially good fit for nonfiction authors.

Here’s how I use this tactic:

• I created a branded master template in PowerPoint, but you can use Canva or any other design program you’re comfortable with.
• I turn the key points from a blog post into an image with a title and the list of tips.
• I add them to a Pinterest board as I create them. Each image links back to the original blog post with more specific information. Here’s one example:

Don’t limit use to Pinterest, though. Share them on any social network where you’re active.

6. Do a newsletter swap.

With a newsletter swap, you and another author agree to promote each other’s books in your email newsletters. 

Finding authors who reach your target audience and have a newsletter will take a little effort (what doesn’t?) if you aren’t already connected to authors in your genre or category, but it’s doable.

Alternatively, offer to write articles for their newsletters.

Learn more about this tactic in “How to do an author newsletter swap.”

7. Create quote graphics from your book’s text.

What pithy gems can you pull from your book for a social media image?

If you write fiction, you might use your opening sentence or a snippet of dialogue. There are no rules other than using a small amount of text that might intrigue your ideal readers.

Nonfiction writers might pull out an “aha!” that offers a miniscule preview of what readers will learn.

Here’s how I did it for one of my books.

8. Compile your own media distribution list so you don’t have to pay a distribution service.

Use a combination of directories and your own online research to develop an e-mail list for the media outlets that will be interested in information related to your book’s topic.

This approach works best if you’re targeting local media only, or focusing on a specific publication category — for example, parenting or packaging industry publications.

Learn how to do it in “How to build a killer book publicity media list.”

9. Ask a blogger to do a Q&A with you.

When you do this properly, it’s a win-win for you and the blogger.

You will reach more of your ideal readers by leveraging your host’s audience.

And, when you share the link to your Q&A on the social networks where you’re active and in your newsletter, you’ll bring that blogger more readers, too.

10. Write and distribute a tip sheet.

A tip sheet is a news release that offers tips or advice in a bulleted or numbered format.

It is one of my favorite book promotion media relations tools because it’s so effective as a feature or segment starter and as filler material.

Learn how to write one and see an example in, “How to create a book publicity tip sheet.”

11. Create and share short videos.

I’m not suggesting you start writing, directing, and producing video short stories — far from it.

Instead, if you write fiction, create a series of short videos that answer questions about your book. Topics might include:

• What inspired the story?
• Why did you select the setting you used?
• What’s your thinking behind your characters’ names?

Nonfiction authors might create videos that:

• Show how to do something
• Answer frequently asked questions from readers or your target audience
• Interview others about your topic

More and more of us are watching videos for information or entertainment. Why not take advantage of its popularity?

Need more ideas? Get additional inspiration in “10 free book promotion ideas.”

What’s the best free tactic you’ve used to buzz your book?

(Editor’s note: This article was first published in November 2011. It has been updated and expanded.)

An author newsletter swap can help you reach more of the right readers while building relationships with other authors in your genre.

“The value of swaps comes not just from selling books, but connecting with other authors to forge relationships, and getting in front of other readers. As a community, it helps authors network and I know my readers love my recommendations each week,” says frequent swapper and novelist Kirsten Oliphant of createifwriting.com.

With a newsletter swap, you and another author agree to promote each other’s books in your email newsletters. (If you haven’t started a newsletter yet, this book promotion opportunity is an excellent incentive to do so.)

Ideally, it will help sell books, too. Whether that happens depends on several factors that include:

• The strength of your swap partner’s recommendation.
• How well your book is packaged and presented.
• How closely aligned your partner’s email subscribers are with your ideal readers.
• Whether the swap hits inboxes when recipients are looking for something to read.

What’s involved with an author newsletter swap? Let’s dig into it.

When to do an author newsletter swap

There are no rules about when to do a swap, but many authors peg them to a:

• Book launch
• Limited time free book offer
• Limited time sale or deal price
• Need to boost sales, attention, or reviews

They are designed to help bring attention to your book. When do you need that? Your answer might be different from someone else’s.

Finding authors

You need an email newsletter to do a swap. Otherwise, it’s not going to be reciprocal.

With a newsletter list in place, your first step is to find and approach other authors in your genre, or one that reaches the right readers for your book.

Where do you find them? You have several options that include services:

• Your author network – people you know already, either in-person or virtually
• Facebook and LinkedIn groups for authors, particularly groups for specific genres
• The Kboards bulletin boards
• BookBoast’s newsletter swap service (read R.J. Crayton’s detailed article on how to use it)
• The Author XP Newsletter Swap Club
• The Author Email List Swap program from TCK Publishing
• StoryOrigin.com

I’d start with authors in your network before signing on with a service that connects you with authors you don’t know. Starting with a friend lets you work out the kinks. A friend is more likely to be understanding if something goes wrong the first time you do this.

Be selective with your swaps

As you look for authors to collaborate with, focus on finding good books to share with your subscribers. Don’t partner with just anybody because you’re dying to try this out. Be selective.

“They work really well, better than most deal promo sites now, but it depends on authors building relationships with readers and not promoting garbage, so books should be vetted,” says Derek Murphy of CreativeIndie.com, an author who has participated in several newsletter swaps.

Don’t have time to screen books by reading them from cover to cover?

“You may also want to check out at least a bit of the beginning of the book through the ‘Look inside feature’ if you aren’t buying and reading it,” recommends Oliphant.

What happens if you don’t?

“I’ve caught a few books that were not clean that had signed up as clean to swap with my clean romance pen name. That would have broken trust with my readers, big time. You’re responsible for what you share, so do your homework,” Oliphant adds.

As you look for authors to collaborate with for a newsletter swap, focus on finding good books to share with your subscribers. Don't partner with just anybody because you're dying to try this out. Be selective.Click to tweet

Author newsletter swap specifics

You want to make it as easy as possible for others to swap with you. That starts by providing easy access to book information and images.

Online swap services (see the options above) will tell you what they need and give you a way to share it. If you’re doing this without a service, create a file of information that includes:

• Book cover images
• Book description
• Author bio
• Pricing (and sale dates, if relevant)
• Links to online retail sites (note that Amazon prohibits use of Amazon Associates links in email marketing)
• Links to your social media profiles (so you can be tagged by your swap partner)

Lisa Romeo, author of the memoir Starting with Goodbye: A Daughter’s Memoir of Love After Loss, recommends personalizing the package according to the other author’s needs.

“Consider the readers of that other newsletter, and tailor a few sentences that make sense–which may not be your standard book description lines,” she says.

Loading this into a zipped file that you share via Google Drive or Dropbox will make it easy to share.

You’ll also need to request this information from your swap partner, so have a list detailing what you want saved on your computer for easy access when emailing the author.

How many swaps you do and how often depends on your goals and how much you can handle. Murphy organizes more than 20 swaps for new releases.

Is this for you?

Romeo says she can’t say for sure if swaps sell books, but sees value in them.

“If the age-old theory about consumer behavior is right — that someone has to be exposed to something a half-dozen times before making a purchase — then getting my book in front of readers’ eyes any additional time has to be helpful. Since this kind of mutual marketing has no cost attached, I think of it as a win-win,” Romeo says.

Want to do this, but worried that your list might not be big enough? Don’t worry about it. What’s the worst that can happen — an author turns you down? You can handle that.

There’s no downside to this tactic. It’s an excellent way for authors to support each other, you’ll strengthen your author network, and you’ll reach more readers. You can’t lose.

Have you done an author newsletter swap? Please tell us about it in a comment.