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.

Sherlock Holmes is there.

So is Harry Potter.

Heck, even Harry Blackstone Copperfield Dresden is on board with it.

You’ll find these fictional characters on social media. And they’re all from books.

It’s a fun and effective strategy for novelists. Have you considered it? Maybe you should!

Why you want your fictional characters on social media

There are many reasons to create social media profiles for your fictional characters. Here are just a few of them:

1. By bringing your character to life outside the pages of your book, you’re giving readers and fans an opportunity to connect with the character in a way that further bonds them to your writing. This can be especially meaningful for series authors.
2. It helps you create character depth while you’re writing your book.
3. You’ve got something to say on social media besides “buy my book.”
4. You will have an outlet for precious, beloved material cut from the story.
5. It can be more fun than posting as yourself.

Really, how can you resist?

How to do it effectively

As with all social media use, there’s a right way and a wrong way to do this, even when the profile is for a fictional character. Keep these tips in mind as you create profiles and content for your fictional friends.

1. Don’t violate anyone’s copyright.

Make sure the profile image you use doesn’t violate any artist’s or photographer’s copyright. Check royalty-free photography sites but consider paying for a photo just to be safe. 

Your favorite AI tool can help with this, too. QuickWrite, the AI software created specifically for authors, generated this image when I asked for a photo-realistic version of Gabriel Allon, the 50-something Israeli counter-intelligence operative hero of the Daniel Silva series. 

If you’re struggling to find just the right “person” to fit your character, consider using a different type of image to represent the character — an apron or flour sack for a baker, and so on.

2. Really get into character when you post. 

Don’t make the mistake of using your character’s Facebook Page to post the same content you’ve shared on your author Page, whether it’s the timeworn unboxing video or details about an upcoming booksigning.

Is that all your character would be talking about on social media? I think not.

Get into character and have a little fun with it! Your character’s status updates, Instagram Stories and images, or TikTok videos should be created from their perspective, not yours.

Stay away from “buy my book” messages that are inherent in author appearance announcements and focus, instead, on what your character might say or do at or about that event.

3. Look for real ways to engage readers with your characters.

Let your character ask questions, provide commentary on world affairs or politics, share favorite image quotes, request movie recommendations, or post pictures from a book club appearance.

Learn what your audience is interested in, and use your character to share information, ask questions, or lead a discussion on that.

4. Don’t market with your fictional characters on social media. Connect.

Stop thinking about selling books. Focus instead on connecting with readers.

Your character’s social media accounts provide a way to bring that character out of the type on the page and into a new dimension. You get to bring that character to life.

If you’re forcing your character to share details about book signings or $.99 sale days, you’re just trying to sell.

Readers aren’t interested in that. They want their favorite character’s take on what’s happening in the world around them.

Resources that help create content for fictional characters on social media

If you like this idea but have trouble imagining how you’d execute it, consider using social media profile templates that educators use to bring fictional characters to life for today’s social media savvy students.

“Fakebook” is one, but there are others. Just filling out the templates without worrying about hitting “submit” will get you thinking about how you want to approach this.

You might also have fun with “ifaketext,” an online tool that lets you create images of fake iPhone messages — messages that, of course, might have been sent by your character. (I think this is such a cool tool!)

Here’s one I created for two of my favorite fictional characters, Stephanie Plum and Grandma Mazur, from the numbered Janet Evanovich series:

Think about how much fun you’ll have with this — almost as much fun as writing the book!

There’s more to fiction marketing than social media

As you might have discovered, there’s more to promoting, publicizing, and marketing your fiction than using social media effectively.

Master the basics in my popular online course, “Book Marketing 101 for Fiction: How to Build Book Buzz Basic E-course.”

Learn at your own pace with instant access to all course content.

You owe it to yourself to learn what works, what doesn’t, and where to put your efforts. This course will help you move farther faster.

You want your book marketing plan to include more than posting on social media, but for that portion of it, give this idea a try. You might be surprised by how much fun you have and what you learn about both your character and readers in the process.

Does your book’s character have a social media profile? Share the link in a comment! 

(Editor’s note: This article was first published in December 2015. It has been updated and expanded.)

There’s an unsettling trend among authors and other small business owners with something to promote: self-quoting in social media images.

I realize that many view self-quoting as a great way to assert authority and attract attention. But doing so can backfire if it creates a negative impression.

There’s a fine line between showcasing your talent and coming off as arrogant. And it’s hard for readers to warm up to arrogance.

What is self-quoting?

For those who haven’t seen this practice, self-quoting refers to how people combine a statement they’ve made (or made up) that they think is profound, wise, or insightful with a background image.

The statement is positioned with quotation marks, of course. The self-quoter’s name is included as attribution. Here’s a tongue-in-cheek example.

People typically do this for two reasons:

1. To call attention to their expertise
2. To encourage others to share the image so that the wisdom in the quote reaches more people

What many who do this don’t realize, though, is that when they continuously quote themselves, they begin to look self-involved. Where’s the humility?

Readers who aren’t impressed with the ongoing self-quotations won’t engage with the content and will instead move on to someone who seems less arrogant.

Who decides what’s quotable, anyway?

It’s not just about turning off readers, though. There’s another thing to consider.

It’s about who should decide who and what is quotable.

I’m not quotable because I say I am. I’m quotable because you decide that I am.

I don’t get to decide what I write or say that is so meaningful that more people need to know about it. You do.

Most authors like you and me write to educate, entertain, or inform. We might want to teach something. Or maybe change opinions. Or to help people escape from reality, one page at a time.

If we write something noteworthy in our books … if we say something fascinating in a workshop or podcast … if we share unusual wisdom in blog articles or social media posts … we can’t declare it noteworthy, fascinating, or wise. Only our readers and connections can.

It’s not our decision to make about ourselves.

What works better than quoting yourself in social media images?

Here are a few strategies that offer a better “look” and outcome.

1. Genuinely engage with your audience.

Readers are drawn to genuine, relatable voices that resonate with their own experiences and emotions. This connection builds trust.

It’s about authenticity, not ego-focused promotion. (However, for some, ego-focused promotion is authentic.) It’s about being open to discussions, feedback, and idea-sharing.

It’s about sharing a bit of yourself, rather than quoting yourself.

One of the best examples I’ve seen of this recently was novelist Jennifer Weiner’s Instagram post offering to buy Girl Scout cookies from as many of her followers’ Scouts as possible.

Anybody who likes Thin Mints®, was a Scout, or is the parent of a Scout, will relate.

2. Support other authors.

Rather than quote yourself, quote other authors. (Keep reading for a tool that will help you do that.)

Support those you trust and respect. Share statements they’ve made that have moved you or that could make a difference for others.

When you showcase and promote your peers or role models, you’ll not only help them reach more people with their messages, you’ll make a statement about yourself.

One person who does this as well as anyone I know is children’s book author Vivian Kirkfield. On her blog and social media accounts, Vivian shares cover reveals and hosts virtual book tour Q&As for other children’s book authors, among other things.

(And she never quotes herself in social graphics.)

3. Share value-added content.

Offer content that educates, entertains, or inspires readers.

If you write nonfiction, this might be how-to content. Fiction writers can share writing advice or provide a behind-the-scenes peek into where the creativity happens.

4. Find your humble self.

Most authors are humble. If anything, most are the opposite of braggadocious or self-absorbed.

Even many of those I know who quote themselves aren’t doing it because they have over-enlarged egos that could benefit from surgical reduction. They simply think that this is a way to position themselves as experts.

I hope I’ve debunked that myth today.

So show that humility. Be your authentic self. Share personal stories, passions, or struggles. In other words, be genuinely likable for who you are, not who you are posing as.

Authenticity creates connections and encourages trust. Readers instinctively support people they like and trust.

5. Be grateful.

I realize that this could sound like a command. It’s not. I’m simply encouraging you and me to pause regularly to appreciate the support we receive from readers, followers, reviewers, and other authors.

Where would we be without these people? Let’s thank them on occasion, or give them a gift. A new short story, a worksheet, or a cheat sheet are just a few examples of how to do that.

Who can you quote instead of yourself?

I hope I’ve convinced you that quoting yourself in social media images isn’t in your best interest.

Quoting someone else is, though.

So, who can you quote?

Here’s a challenge for anyone looking for more ways to engage their readers online: Today, identify three authors you admire or want to support and find something they’ve written that you can use in a “quote graphic.”

I’ve created a super-simple form you can use for this (and thanks to a new free tool I’ve discovered, I even set it up so you can type into it!). Download it here.

Once you’ve identified the quotes you’ll share, follow the instructions (with tools) for creating those images in my article, “How to create book promotion quote graphics that help you sell.”

Focus on book promotion, not self-promotion

Quoting yourself in social media images crosses that line that separates book promotion from self-promotion.

While a certain amount of self-promotion is necessary to help sell books, especially with nonfiction authors, you can do that without coming across as boastful.

In addition, by keeping the focus on your book rather than yourself, you won’t have to consider how your intentions might be misunderstood or misinterpreted.

Find that balance between showcasing your expertise and appealing to your target audience so you develop meaningful connections and build the positive reputation you’ve earned.

What author behavior do you see on social media that gives you pause? Please tell us about it in a comment.

Many regions in the Northern Hemisphere begin seeing signs of spring in March, so people who live there smile when flipping their calendar to the third month of the year.

Not where I live.

We often get our worst snowstorms during the first week of March. And signs of spring? Bwahahahaha!

March bright spots

Even so, no matter what your climate, there’s still plenty to look forward to in March.

There’s March Madness, the annual U.S. multi-week college basketball tournament (go Xavier Musketeers!).

And even people with zero Irish ancestry embrace all things green – including beer – and enjoy corned beef and cabbage on St. Patrick’s Day.

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 March book promotion opportunities

What’s the best way to take advantage of so many fun March book promotion opportunities? 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.

March 2, Old Stuff Day

This occasion reminds me that I’ve been practicing Swedish death cleaning since before that term entered our current lexicon. Been there, done that, still doing it. There are opportunities here for authors of books about:

• Antiques
• Selling on eBay
• Home organizing
• Garage, tag, and estate sales
• Restoring and repurposing flea market and other finds
• Downsizing
• Decluttering

If you can give advice for making the most of “old stuff” or getting rid of it, use this occasion as a news hook for tip sheets, social media images, podcast interviews, and other promotion opportunities.

March 3-9, Celebrate Your Name Week

So many authors can find ways to use this special week. Fiction writers can celebrate their characters’ names by explaining to newsletter subscribers of social media followers how they decide on character names.

Is there a story behind your given name? Share it on social media. Write a blog post about when and how to use pen names as an author. There’s lots of potential here.

March 19, Poultry Day

Farm animals are common in children’s books. If you’ve written one that includes chickens, you’ll love having fun with this occasion.

Create and share on social media and in your newsletter a list of your favorite children’s books featuring poultry (including yours, of course). Record yourself reading your book and post it as an Instagram Reel and TikTok video. Collaborate with your local children’s librarian to schedule a poultry-book-themed children’s reading hour.

Your March book promotion opportunities

Here’s a partial list of the March madness 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.)

• Celery Month
• Craft Month
• March 3-9 Celebrate Your Name Week
• March 10-16 National Bubble Month
• March 1 National Pig Day
• March 1 Peanut Butter Lovers Day
• March 2 Old Stuff Day
• March 7 National Crown Roast of Pork Day
• March 8 Be Nasty Day
• March 9 Panic Day
• March 9 International Fanny Pack Day
• March 10 Academy Awards
• March 10 International Find a Pay Phone Booth Day
• March 10 Middle Name Pride Day
• March 16 Everything You Do is Right Day
• March 18 Awkward Moments Day
• March 19 Poultry Day
• March 20 Extraterrestrial Abductions Day
• March 20 Proposal Day
• March 25 International Waffle Day
• March 26 Make Up Your Own Holiday Day
• March 30 Take a Walk in a Park Day
• March 31 World Backup Day

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

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

The book marketing landscape has changed dramatically since my first book was published in 1995(!). Social media didn’t exist then, so publishers used publicity, advertising, direct mail, word of mouth, and bookstores to tell readers about books.

Today, social networks can be an important part of an author’s book marketing plan. Unlike the more traditional (and still valid) marketing options, social platforms provide an easy way to engage directly with readers.

And there are more and more of them.

Innovation generates more options

Not surprisingly, as technology evolves, innovators create new social networks authors can use for book marketing. Facebook, LinkedIn, Pinterest, Instagram, TikTok, and Twitter/X (despite a decline in users) remain the most popular.

But they have more competition than ever.

Some of the newest platforms are quite niche. Others, though, reach a more general audience and function as alternatives to platforms you’re already familiar with, especially Twitter/X.

Check out these new social networks for book marketing

Here are the four I’m hearing about the most that appear to offer potential for connecting and engaging with readers.

#1. Threads

Because you use your Instagram profile to log in to Threads, the text-centric network launched this July by Meta (Facebook and Instagram) as a Twitter/X alternative gained users quickly.

Simply download the app and use your Instagram login to begin creating your own “threads” – posts. You’ll see posts from people you follow on Instagram, too.

Like, comment, and share just as you do on other social networks.

While you can add images and videos to a thread, that’s really Instagram’s thing. Use Threads in a way that’s more like how you use Twitter/X. For most, that’s posting “here’s where I’m at right now” commentary.

Here’s Business Insider’s guide to getting started with Threads.

Who uses Threads? Most are already Instagram users, but this app skews male right now – 68% male to 32% female. It’s a young group, too. Just over one-third are ages 18-24.

#2. Mastodon

People in my network are buzzing about Mastodon, an ad-free Twitter alternative.

Two features distinguish Mastodon from more established social networks:

• Content from people you follow appears in your network chronologically, as it happens. There are no algorithms deciding what you’ll see and when you’ll see it.
• You personalize your network by joining “servers.” These are fiefdoms within the larger platform created and managed by independent people who create their server’s rules.

Server options range from gaming to art to books to religion.

Here’s Wired’s guide to getting started on Mastodon.

Who uses Mastodon? This one is male-dominated, too. In addition, just under one-third of its users are ages 25 to 34 – a little older than Threads users.

#3. Hive Social

Like Mastodon, Twitter alternative Hive Social uses a chronological feed. That means your posts aren’t hidden from followers, but it also means that if connections aren’t using the app when you post, they’ll need to seek you out to read your commentary.

Hive Social content includes text, images, Q&As, polls, and music. Infuse your profile with more personality without words by adding colors and songs.

It’s mobile only – there’s no desktop app.

Here’s Mashable’s guide to getting started on Hive Social.

Who uses Hive Social? I can’t find much information about this network’s demographics other than that users are mostly Gen Z – ages 11 to 26.

#4. Lemon8

TikTok’s parent company introduced the U.S. and UK to Lemon8 in early 2023, so it’s quite new.

Like Pinterest, this is a lifestyle-focused, image- and video-sharing social network. Some describe it as a combination of TikTok, Pinterest, and Instagram.

Content created with the app’s templates and editing tools is saved and shared on Pinterest-style boards in categories that include:

• Fashion
• Beauty and makeup
• Food
• Wellness
• Home
• Travel

While you can post images without a caption, experts don’t recommend doing so. Because captions have two parts, a headline and body text, they’re more robust than those on similar platforms.

Here’s The Leap’s guide to getting started on Lemon8.

Who uses Lemon8? It’s popular with Gen Z – ages 11 to 26.

Should you start using any of these networks?

Before embracing any of these new options, answer these questions:

1. Does the network reach your ideal readers?
2. Do you have time to learn how to use a new social network effectively?
3. Can you see yourself enjoying using any of them? If not, you’re less likely to become a regular user.

Will the social network be around in a few years?

In addition, consider whether any of these options has longevity.

Remember when people were asking if you’d like an invitation to join the audio-format network Clubhouse?

It was popular with the cool kids when first launched, but fizzled out. Clubhouse is still active, but it’s hardly mainstream.

The same thing could happen to any of these or the other new social networks.

Before using a new social network, understand if it will reach your audience, if you have time to use it, and if you'll enjoy it.Click to tweet

Be realistic about what you can take on

I don’t have a lot of time for social media, so I’m very selective about which platforms I join.

What works for me won’t necessarily line up with your goals or personality. In the interest of helping, though, here’s my very personal take on these:

• Threads: I joined Threads because doing so was easy. I also wanted to see how it compares to other networks. I like how some Threads posts show up in my Instagram feed. That approach pulls me to the app, where I usually start scrolling.
• Mastodon: It requires too much thought for me. There are too many steps to join; each server has its own rules. I just can’t.
• Hive Social: The no-algorithm feed is appealing, but the demographic isn’t a good fit for me personally or professionally.
• Lemon8: I use Pinterest a lot already, so I’ll give this one a try to see how they compare.

In general, I try to stay open-minded, but realistic, about new tools and resources like these.

Can you promote your book without social media?

I know that many authors don’t like using social media.

I get it. It seems like there’s always something more to learn, doesn’t it?

And while I noted at the beginning of this article that social media can be important to your book marketing, you do have other options.

That’s why I collaborated with Jon Bard at Writing Blueprints to create a course for you, “Book Marketing Without Social Media: How to build a fan base and sell books without wasting countless hours on social media.”

In less than two hours, I teach you:

• Nine ways you can create awareness without using social media, including instructions and examples
• How to determine which of those tactics will help you reach your ideal readers
• Ways to select tactics that leverage your strengths, not your weaknesses
• Strategies for author extroverts and introverts
• The secret weapon book publicists use for their clients
• Which “no social media” tactics will take you the farthest the fastest

And the best part? Because you and I are connected, you get a $10 discount on the already low price. Learn more about Book Marketing Without Social Media here.

What’s your take on these four new social networks for book marketing? Do any of them appeal to you? Please tell us in a comment.

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!

Affiliate Disclosure: This post contains affiliate links, which means if you click on them and make a purchase, I will receive a small commission (at no extra charge to you).

Last week, Esquire reported on how some publishers send book-themed goodies – “merch,” as the Young People say – with advance reader copies (ARCs) going to TikTok and Instagram influencers.

What the Esquire essayist might not realize is that this is a long-standing practice in consumer product publicity.

Why, when I was your age…

Waaaaaaaay back when I was a publicist at what was then the world’s largest PR firm, we often sent attention-getting and relevant gifts with press kits. They weren’t extravagant, but they weren’t tchotchkes, either.

It usually worked.

And it often made my telephone follow-up calls easier.

That was the case with the bicycle horns included with a Schwinn press kit. As soon as I mentioned the horn to a journalist recipient, they’d say, “Oh yes! I remember that!”

What are publishers sending with ARCs?

This tactic works best when the gift makes sense.

In my Schwinn example, the connection between a bike horn and a well-known bicycle manufacturer was obvious.

Publishers seem to be focused on making a clear connection, too.

As “The Merch-ification of Book Publishing” notes, each influencer ARC box includes just a few gifts linked to the book’s graphics or themes.

For example, for a book set in Long Island, N.Y.’s wealthy Hamptons area, influencers received:

• An ARC
• A tube of pricey sunscreen
• Sunglasses in book cover colors
• Cookies from Tate’s Bake Shop, which started in Southampton

(Sidebar: Tate’s gluten-free chocolate chip cookies are the best I’ve ever had…link added for fellow celiacs.)

Searching for #bookmerch on Instagram, I found fiction ARC gift boxes that included:

• Tote bag, t-shirt, and sticker
• Notepad with the book’s graphics and a tiara
• Crown replica

DIY ARC gift packages

These examples are from publishing houses. What if your publisher isn’t willing to support your book this way? Or if you’re self-published?

Can you do this yourself?

Of course you can!

You can easily send clever merchandise with ARCs, especially if you don’t try to match or compete with big publisher budgets.

You can easily send clever merchandise with ARCs, especially if you don’t try to match or compete with big publisher budgets.Click to tweet

5 steps to send clever merchandise with ARCs

Here’s how to get started.

1. Keep your distribution list small.

What’s most important to your author career right now? Rewarding your most loyal super fans? Getting on the radar of a top influencer in your genre or field? Connecting with up-and-coming reviewers?

Understanding who you need to influence now will help you narrow down the list of potential recipients.

While it’s always a numbers game – the more ARCs you send, the more likely you are to enjoy some level of exposure – once you start spending money with gift boxes, less is more in the beginning.

Starting with just a handful of recipients (5? 10?) allows you to test ideas, become familiar with vendors, and gauge results.

2. Brainstorm gift ideas.

I like to brainstorm with another person who understands what I’m trying to do and can contribute ideas.

If you write fiction, start by listing relevant details, including the book’s mood and tone, themes, protagonist characteristics, settings, and so on. That process could lead to a Greek evil eye key chain for a thriller set in Greece, for example.

Nonfiction authors can prep for brainstorming by listing key messages and ideas from the book along with tools used to accomplish them.

Get creative! Imagine what you’d like to receive with an ARC and apply that to ideas for your book.

Write down all ideas– don’t discard anything – before zeroing in on those you like the most.

3. Keep it practical.

Today’s readers are increasingly concerned about sustainability and waste. Tiaras are fun, but they’re a throwaway item, aren’t they?

On the other hand, if your book involves royalty, a faux crown works just fine.

Here are just a few generic items you can order with custom graphics that connect with your book specifically or with books in general:

• Tote bags
• Note pads
• T-shirts
• Can koozies (neoprene beverage can sleeves)
• Pencils embossed with your book title or bookish sayings
• Coasters
• Coffee/tea mug
• Imprinted Post-its®
• Key chains

Don’t let this list limit you. You might have bigger ideas!

4. Get it done.

The biggest challenge for me in this situation is figuring out how to execute my idea.

Here are a few resources that might help you overcome that obstacle.

• Amazon – You can find just about anything on Amazon, and can sometimes get what you need in bulk quantities for items that include personalized pencils.
• Etsy – Looking for personalization? You might find it here.
• Moo – Use Moo for printed products that include stickers, labels, notebooks, and postcards.
• Vistaprint – This is another reliable source for printed merchandise that includes notepads, stickers, labels, and note cards.
• Zazzle – Thinking about custom t-shirts, mugs, or other items that are more expensive than key chains and pencils? This is the place to start. Create, then order.
• CafePress – Like Zazzle, CafePress lets you create products.
• Canva – Need a little design help for anything you’ll imprint? Design site Canva can help.

In addition, when searching online for items you’d like to be imprinted with the book title, your character’s image, or anything else, use the term “advertising specialties,” as that’s what they’re called. Adding your city and state to that phrase will help you find a local supplier if you’d rather talk to a pro than wing it on your own online.

5. Follow up.

Make the most of your investment by following up with the influencers you’ve sent packages to.

Rather than ask if they’re going to review your book, ask if there’s anything else they need from you to decide if they’d like to review it.

Not a big name? Doesn’t matter

So what if you’re not a big publisher with a big promotion budget? You can still embrace big publisher tactics that include sending clever merchandise with ARCs. Just do it on a smaller scale.

Less is more – send fewer packages, include less merchandise with each ARC.

But don’t dismiss the idea because you’re not with a big-name publisher.

My experience with this tactic as a publicist taught me that it’s effective whether you’re sending out three packages or 33.

Follow the publishing leaders and give it a try.

Not sure if this tactic fits into your book marketing plan because you don’t have a book marketing plan? Download my free Build Book Buzz Book Marketing Plan Template now! It comes with complete instructions and examples. Don’t wait!

What big publisher promotion tactic have you tried that worked? Please tell us about it in a comment!

When I Googled “how to change an oven lightbulb,” the first search result was a YouTube video.

And that’s exactly what I wanted. I didn’t want to read about how to do it. I wanted someone to show me how to do it.

I’m not alone. With 2.6 billion users worldwide, YouTube is the second most popular social media platform (Facebook is first). Whether you need instruction, entertainment, or news, you’ll find what you need in a video.

In fact, Tubics reports it’s the most popular search engine for teenagers. (If you write for young adults, now’s the time to perk up.)

This means that YouTube is a powerful marketing tool that can be used to sell books. It also means that you want to use YouTube for book marketing.

Why YouTube is a powerful marketing tool for books

If you’re an author looking to get your work out there, YouTube should be your go-to platform. Here are five reasons why:

1. There’s a huge book community on YouTube.

There are tons of booktubers and bookish channels on YouTube, which means there’s already a built-in audience for your book’s content. If you produce quality videos, you will attract and acquire passionate book fans.

2. You can reach a global audience.

YouTube is available in more than 80 countries and reaches billions of people around the world. This gives you the opportunity to connect with book lovers from all over, no matter where they are.

3. You can connect with other authors.

YouTube is a great place to connect with other authors and build relationships. Collaborate on videos, cross-promote each other’s work, support each other’s careers.

4. It’s a brand-builder.

Use video to share your personality and connect with your audience on a personal level. This can help you attract more readers and followers.

5. It’s a moneymaker.

If you build a large enough following, you can make money from YouTube through sponsorships, affiliate links, and advertisements. This can help offset self-publishing and marketing costs.

How to create a YouTube channel for your book

The process for creating your own YouTube channel is similar to what you’ve done already with your social media profiles. Here are the steps to follow so you use YouTube for book marketing effectively:

Choose a catchy name. Select something that will make people want to subscribe so they’re notified when you add videos.

I use my YouTube channel as a brand extension, so my channel name is Build Book Buzz.

Create a visually appealing channel banner. Make sure it’s consistent with your book’s branding.

Upload a professional headshot as your profile picture. Use the same image that you use on other social networks.

Write your channel description. This is where you’ll tell viewers what they can expect to find on your channel.

Here’s mine: Tips, tactics and tools for generating awareness and buzz about your books. Subscribe to our free book marketing newsletter at http://buildbookbuzz.com/gift.

Start creating and uploading videos. There are so many possibilities! Share book trailers, how-tos, readings, Q&As, behind-the-scenes looks, interviews with others, and anything else you can think of.

A few video basics

You want your videos to be as effective as possible, right? For that reason, make sure they’re high quality and engaging. No one wants to watch a low-quality, boring video, so focus on creating something that’s interesting and will hold viewers’ attention.

“Quality,” by the way, applies to audio as well as video. You’ll lose viewers if your audio isn’t strong and clear.

via GIPHY

Get creative with how you promote your book with video, too. Instead of just doing a standard reading or Q&A, do a book-themed challenge or an interactive video where viewers can help you choose what happens next in the story.

Have fun with it – the more fun you’re having, the more likely viewers are to stick around and watch.

Finally, don’t forget to include a call to action at the end of each video. Let viewers know where they can buy your book or sign up for your newsletter to stay up-to-date on your latest releases.

Getting views and subscribers

If you’re hoping to build a following on YouTube, you’ll need to put in some work. Growing a channel takes time, but if you’re consistent and create quality content, you will eventually see results. Here are a few tips to help you get more views and subscribers:

Optimize your channel

Make sure your channel is set up for success by completing the About section and adding keywords that describe your content. This will make it easier for people to find your channel when they’re searching for topics they’re interested in that you’re addressing.

Create engaging videos

Your videos should be interesting and engaging, offering viewers something they can’t find elsewhere. If your content is enjoyable, people will be more likely to watch it and subscribe to your channel.

Promote your videos

Get the word out about your videos by promoting them on social media and other platforms. You can also run ads on YouTube to reach a wider audience.

Use keywords in your video title and description

When people search for books on YouTube, they typically use keywords such as “book review” or “book recommendations.” When appropriate, use these keywords in your video title and description so that your video will show up in these searches.

People search on YouTube for topic information, too, so be sure to add the right keywords for the topics you’re featuring.

Collaborate with other creators

Teaming up with other YouTube creators can help expose a new audience to your book. Partner on videos, cross-promote each other’s content, and guest star on each other’s channels.

Be patient

As with other social networks, it takes time to build a following on YouTube, so don’t get discouraged if you don’t see results overnight. Keep creating quality content and promoting your channel, and eventually you’ll start to see your subscriber count rise.

How to promote your video

As with blog posts and other online content, you have to help people find your videos. Don’t rely on getting found in search results alone – send people to your videos with these tactics:

• Every time you upload a new video, share it on social media, email it to your list, and embed it on your website – especially if it’s a book trailer.
• Help your video stand out and get more views by creating a catchy title and thumbnail.
• Get discovered by including keywords in your title and description.

Using YouTube for book marketing takes effort

There are many advantages to using YouTube for book marketing, including the simple fact that creating and uploading videos is free. You don’t have to spend a cent to reach your target audience there.

You can also target a specific audience by using keywords and tags that they’ll search for to find videos like yours.

And, if your video is well-done, it has the potential to go viral, which could result in a lot of free publicity for your book.

Even so, YouTube marketing requires a bit more effort than some other options.

You need to create a quality video that will grab people’s attention and make them want to learn more about your book. You also need to proactively promote your video.

If you don’t put in the work, your video is likely to get lost in the shuffle.

What’s the verdict?

Is YouTube for book marketing worth it?

Ultimately, that’s for you to decide.

If you’re willing to put in the time and effort, it can be a great way to reach a wide audience. This is especially true if you’re willing to include yourself in the video (either on- or off-camera), as it will help readers connect with you.

If you aren’t already creating videos, there’s a learning curve. If you’re like me, though, mastering a new skill is not only fun, it’s personally rewarding.

Give it a try! You have nothing to lose.

Are you creating YouTube videos to promote your book? Please provide a link to your channel in the comments.

Editor’s note: I used QuickWrite, the new artificial intelligence (AI) writing software created specifically for authors, to write this blog post. I added new content at the beginning and did a little editing to eliminate some of the “rote” approach to writing, but all of that was far easier than starting from scratch.

QuickWrite’s creator assured me that I don’t need to worry about duplicate content or plagiarism, too. 

AI software won’t replace me, but in some situations, it could make my job a little easier. It did this time.

Last month, Amy Rogers Nazarov instructed us on how to engage followers on social media in her inspiring article, “Let’s get engaged: How to use social media effectively.” That was such a hit that I invited her back! This time, Amy’s addressing an issue some of you might have in common with me: How to get comfortable being on camera in social media videos. 

Amy is a former journalist who teaches people how to use social media more effectively, with less scrolling and more serendipity. Before she launched Spark: Social Media Strategy in 2014, she was both a freelance and  staff writer. Amy’s byline has appeared in Cooking Light, Slate, The Washington Post, and American Songwriter among many others. Be sure to check out her affordable course, Seven Easy Social Media Hacks for Entrepreneurs & Creatives, especially if you find her articles here helpful.

Video camera shy? Try these expert tips from a top social media pro

By Amy Rogers Nazarov

One day last week I coached three clients on posing and speaking for my smartphone camera so I could build up a little bank of content to draw upon for various social media purposes.

Two are in the home renovation world, the other in performing arts. Each is a confident, accomplished, expressive person thriving in their respective industry.

Yet when I told them we’d be generating video for their social media feeds, dismay flashed across their faces. (The good news is that as I coached them, they all relaxed into the process. We had some fun with it, and I got what I needed. Here’s one of the results.)

Feeling vulnerable?

I tell you this to remind you that if you feel vulnerable trying to make a TikTok video about your release date, or to participate in an Instagram Live with your agent, you have lots of company!

Number one, most people feel anxious at first when showing their voices and faces on social media.

Number two, with practice, you won’t always feel that way.

And number three, nothing is better for building your credibility and trustworthiness with your followers than letting them see and hear you.

Nothing is better for building your credibility and trustworthiness with your followers than letting them see and hear you. ~ Amy Rogers NazarovClick to tweet

3 steps to camera confidence

Ready to feel less video camera shy? Feeling confident on camera will actually make the time you spend on social more fulfilling.

Here’s a step-by-step plan to help you grow your confidence and get comfortable showing up on social media.

1. Start small.

Think of a topic you know inside and out: why you decided to self-publish, the benefits of publishing on demand, why you love to write at your kitchen table, the best YA book you ever read.

2. Rehearse.

Jot down a few lines about this topic, no more than three to start. Read them aloud in a conversational tone, as many times as necessary to sound fluid and conversational. Try speaking into the mirror or to a friend.

3. Speak on camera.

Use your phone’s reverse feature to train the lens on yourself and capture a video of you speaking the lines. Play it back, checking for good eye contact with the camera and that there are no visual distractions in the background. Re-record as needed.

Pro tip: Make eye contact with the camera lens, not with your own reflection. That way it will appear that you are speaking directly to your listener.

Getting on camera, without getting on camera

To get my clients comfortable with this, I suggest they try a couple of approaches that help them slowly move into that full-on, talking head visual that so many are so good at, but others find intimidating. Here’s what I recommend to them and you.

Start with stills.

Just as you walk before you run, try sharing a selfie before a video clip of you speaking.

Partially obscure your face.

It might feel less intimidating to peek out from behind a prop – an N95 mask, a hat, a plant, a laptop lid – in your first selfie or first video.

Blur it.

Tilt Shift, Portrait mode and other settings allow us to make part of our image blurry, while rendering another part more crisply.

Voiceover.

Many social media platforms have a voiceover feature that let you narrate a process – reviewing galleys, say, or writing an outline for an article, making your morning coffee, taking your afternoon stroll to clear out writers’ block.

Props for props!

Speaking of props, they tick a lot of boxes. Just a few:

They add instant flavor and personality to your social media content. How about:

• A hat or other article of clothing
• A mascot, like a pet or a goldfish
• Something that reflects your brand colors
• The cover of your last book

They can convey a message without your having to say it aloud. How about:

• A political poster, current or vintage, that hints at or makes obvious your affiliation
• A religious symbol
• A view out your window to the city or rural setting where you live or work

They can be used as a signature piece in all your content for continuity. Consider:

• A slogan
• A sign
• A memento
• A location
• A piece of wall art

Breathe!

Whatever method you use as you begin to show your face little by little on your feeds, a key thing to remember is one of the simplest, and that is this: Take a deep breath. You’ve got this – or, perhaps more accurately, you will get this.

Giving your followers a window into who you are and what makes you tick as a writer can be one of the most fun parts of social media.

Giving your followers a window into who you are and what makes you tick as a writer can be one of the most fun parts of social media. ~ Amy Rogers NazarovClick to tweet

Remember: your followers are already interested in you and what you have to say. As you let them see and hear you, the quality of your interactions with them will only grow richer.

Are you using video in your book marketing? Tell us about it in a comment! And if you aren’t, what’s holding you back? Maybe we can help.

I was so impressed with Amy Rogers Nazarov when we were on a DIY book marketing conference panel together last month that I asked her to write a “how to master social media” guest post for us. Amy is a former journalist who teaches people how to use social media more effectively, with less scrolling and more serendipity. Before she launched Spark: Social Media Strategy in 2014, she was both a freelance and  staff writer. Her byline has appeared in Cooking Light, Slate, The Washington Post, and American Songwriter among many others. Be sure to check out her affordable course, Seven Easy Social Media Hacks for Entrepreneurs & Creatives, especially if you find her article helpful.

Let’s get engaged: How to use social media effectively

By Amy Rogers Nazarov

Today’s authors and writers have available to them a free and fantastic tool their counterparts a generation ago could only have dreamed of.

It is a bottomless resource of inspiration, prospective readers, generous colleagues, tips on editing and selling, leads on relevant podcasts, and a great deal more.

This free tool is social media.

And whether or not you are just beginning to explore it or have been making TikToks since the platform launched, I promise you that by intentionally engaging with followers on any social media platform, you will derive a host of benefits, from unexpected support from strangers to an idea for your next book.

What is “engagement?”

Let’s talk about that word “engagement” for a second. This is the key to all of the potential goodness waiting to be unlocked. What exactly does engagement mean where social media is concerned?

I’d sum it up this way: When we engage with others on social media, we are being a bunch of different things, such as:

• Responsive
• Conversational
• Reflective
• Curious

We are also doing several things, such as:

• Teaching
• Guiding
• Questioning
• Connecting

The dreaded boring dinner party guest

Yet in the absence of these behaviors and traits, we show up on social media as a virtual version of the tedious guest you hate to be seated next to at a dinner party: the one who goes on and on about their projects, their successes, their goals, their relationships, etc. and never once asks you about yours.

via GIPHY

It’s the kind of individual that has you dreaming up excuses to leave the gathering early. (“Sorry, Sheila, but I just got a call that my parakeet somehow escaped her cage, Gotta dash…”)

Ugh.

Online or off, don’t be the person that drives away dinner guests – or followers!

Trust me when I say your Instagram gallery or your Facebook page or your Twitter account will be much more fun to read, follow, and maintain when you are doing and being the things I just listed.

Like, comment, share, save

In practice, then, what does engagement look like?

It looks like answering a poll question on Twitter when an editor you follow posts it. It looks like weighing in on the pros and cons of newspaper paywalls, or on mergers in the New York publishing world.

Perhaps it will simply be saving an Instagram post that resonated with you to read more carefully later (note: Instagram lets you organize saved posts by topic, which makes them much easier to locate later.)

Engagement looks like following authors in your genre, or in the genre you aspire to. It might be posting thoughtful questions when an agent hosts an Instagram Live. It might be taking a stab at answering a question someone else posed.

Quality engagement = quality conversations

Through this type of engagement with others, you might be pleasantly surprised at the quality and depth of conversations with strangers as passionate about a topic as you are – and conversely disappointed by the lack of engagement with people you’ve known forever (one of my key arguments for only following, on any social platform, people and organizations who are squarely in your niche, not your Uncle Vernon. Save following him for your personal accounts!)

Best of all, engagement begets engagement. The more you thoughtfully engage, the more others will return the favor.

Best of all, engagement begets engagement. The more you thoughtfully engage, the more others will return the favor. ~ Amy Rogers NazarovClick to tweet

Generating content vs. engaging

My rule of thumb for the amount of content you create versus the amount of content you engage with: 1 to 5.

For every carousel ad you generate on Facebook, for every Reel you make on Insta, leave a comment, question, query or opinion on five other accounts. Not just strings of emojis, either, cute as rows of hearts and puppy faces may be. Type in actual words and sentences! As writers, this part should come pretty easily to us.

By the way, when followers engage with content originating from you, and you comment on their comments or answer their questions, that, too, counts as engagement!

Keep the conversation flowing in a couple different ways:

• Don’t “post and ghost.” Check back within a couple of hours on your latest posts to see if it has elicited responses from followers.
• Each time you add a comment, toss in a related question. “I see you’re a fan of Stephen King. What newer horror authors do you enjoy?”
• Loop in someone else. If you’re a food writer chatting with a journalist who covers the local food scene, tag a chef you know and invite them to join the conversation. You never know what kind of synergy this kind of additive approach to an online conversation will have.

Set a timer for 10 minutes

One of the best things about spending time on social media intentionally engaging with others is it will make your time there feel less burdensome and more serendipitous.

Try engaging for 10 minutes a day, maybe 15; set a timer if you have to in order to guard against slipping into a passive scroll.

I get that many people don’t like social media.*

While it’s certainly not without its problems, social media still enables all kinds of random and rich connections with the sort of readers, writers, and thinkers who will be intrigued by you, your work, your process, and your projects.

Social media still enables all kinds of random and rich connections with the sort of readers, writers, and thinkers who will be intrigued by you, your work, your process, and your projects. ~ Amy Rogers NazarovClick to tweet

Go engage with a few of them today, and for the next month or so, and see what kinds of inspiration and connection you can discover. That might even convince you that it’s worth it to master social media.

What works best for you on social media? Please tell us in a comment.

(*Editor’s note: If, in spite of this excellent advice, you still have no interest in social media, take a look at my short training program, Book Marketing Without Social Media, on the Writing Blueprints site. They’re offering Build Book Buzz authors a $10 discount.)