How to Use Social Media to Market Your Book (Without Burning Out or Going Viral)
If you’ve heard me speak or coach inside the Story Flow Collective or literally anywhere, you’ve probably heard me say this:
You do not have to use social media to market your book.
It’s not required. It’s not the only way. And it’s definitely not the best way for every author.
But that said? I do think social media can be a powerful tool—especially when you’re just getting started.
The key is in how you use it.
Social media works best as a sandbox. It gives you space to test your branding, tone, genre positioning, and audience resonance for free. If you approach it with curiosity instead of pressure, it can help you:
Build a foundation for your author brand
Connect with readers and fellow writers
Discover your marketing voice and cadence
Start building your email list and funnel
So today, let’s talk about how to start using social media to market your book—without stressing yourself out, chasing trends, or relying on the algorithm gods.
Use Social Media as a Testing Ground
You don’t need a polished brand or a fully formed message to start marketing. In fact, the beginning is the best time to experiment.
Start by asking yourself:
What kind of content do I like to create?
What genre am I writing, and what kind of posts would attract readers in that space?
What do I want people to feel when they land on my page?
Then start playing:
Try reels. Try carousels. Try memes. Try talking to the camera.
Share tropes, aesthetic boards, snippets, and character backstories.
Watch what people respond to. Double down on what works. (and by works, I mean gets high views, shares, and saves)
Marketing is just storytelling—and as an author, you already have that skill.
Focus on Community, Not Virality
I say this all the time: We’re not trying to go viral. We’re trying to build connection.
When you stop obsessing over numbers and start focusing on people, everything shifts.
Here’s how to build community:
Comment on other authors’ posts in your genre
Respond to reader comments (even if it’s just one!)
Post content that invites conversation: polls, this-or-that, quotes
Share personal moments or behind-the-scenes writing updates
Social media isn’t just a broadcast tool—it’s a relationship tool. Use it to connect, not just promote.
Here are some tidbits to remember:
If someone comments on your post, ALWAYS comment back, and preferably by asking them a question to keep the conversation going.
We’re not looking for likes or follows. At this point, likes are a very rare thing, and people know that by not following an account, their content is more likely to pop up in your feed.
We’re looking for high views because it means the content was seen as worthwhile in the platform’s algorithm (and when I say platform, I’m most likely talking about Instagram — my favorite platform).
We’re looking for high shares and saves because this means people thought it was worthwhile to share with someone else or to save it to reference in the future — basically like leaving a browser tab open so they can come back to it in the future.
Start Small, Stay Consistent
You don’t need to post every day. You don’t need to master every platform.
In fact, I recommend starting with one platform (Instagram, TikTok, or Facebook—whichever feels most aligned), and creating content 2–3 times per week.
The goal is to build:
A habit of showing up
A rhythm for your content creation
A sense of what works and what doesn’t
Treat it like improv. See what lines land. Give yourself permission to try things that might flop. It’s all data.
If you don’t have any content batched or created right now, I recommend creating at least 15 pieces of content (5 static image posts, 5 carousels, and 5 reels) that you can schedule across 5 weeks. When you have content premade and scheduled, you’re less likely to obsess over the data of each post, but simply take in the results as each piece goes live, so you can refine the content you’re working on to batch your next 3-5 weeks of content.
Leverage Facebook Groups
One of the most underrated social tools? Facebook groups.
They are goldmines of already-targeted audiences who are:
Actively reading in your genre
Already spending time in book communities
Often open to engaging with authors directly
Look for groups like:
“Romantic Suspense Readers”
“Fantasy & Sci-Fi Book Club”
“Indie Authors in Kindle Unlimited”
Join them. Contribute value. Share sneak peeks. Offer a freebie. Connect like a real person. This is top-of-funnel marketing at its most effective. Just be mindful of the group rules and only post when allowed.
Facebook groups are a great top-of-funnel tactic because theyre an audience already built vs. you posting content on your own profiles where you’re trying to build an audience from the ground up.
Use Content to Build Toward Your Funnel
Social media is only the beginning of your marketing journey. It’s the entry point.
What matters most is what happens next.
Use your posts and profile to guide people toward the next step:
Your free reader magnet (novella or short story)
Your newsletter signup (where they get access to the reader magnet)
A character quiz or trope-based bonus story
That’s how you move people from casual scrollers to engaged readers to loyal buyers. This is called moving from top of funnel to middle of funnel.
Your social content should be the invitation. Your email list is where the relationship deepens.
If you’re looking for more guidance on this, I suggest checking out my free Guide to Building Your Author Funnel.
Social media isn’t required to sell books—but it is one of the best free tools to test your branding, connect with readers, and build momentum as a new author.
Common Mistakes to Avoid
Overposting, then burning out: Pick a sustainable pace as we discussed above ^
Making every post about your book: Mix in value, personality, and connection
Ignoring analytics: Watch what gets saved, shared, or commented on
Chasing trends you hate: You don’t have to dance or lip sync unless you want to
Posting without a CTA: Always guide your audience toward something (even if it’s just a conversation)
What to Post When You’re Just Starting
Here are a few post ideas to get you going:
“5 Tropes in My Upcoming Book”
“Mood Board Monday: The vibe of my current WIP”
“Here’s what I’m reading (and writing) this week”
“Which cover concept would you pick?”
“My favorite line from today’s writing session”
Mix in:
Personal life glimpses
Writing process updates
Reader questions or polls
Behind-the-scenes photos
Social media is a conversation, not a billboard. And sometimes you’ll just be talking to yourself, or sharing with the whole world, but that’s ok. Do not get discouraged. Keep up the effort and stay positive.
Use Social Media Your Way
You don’t have to be a trained marketer to build momentum.
You don’t have to go viral to sell books.
You don’t have to be on every platform, every day.
What you do need is:
Curiosity
Consistency
A strategy that connects to your bigger vision
Let social media be your playground. Let it be the place you find your rhythm and refine your message.
And if it ever stops feeling fun? Step back. Recalibrate. You’re not doing this to please the algorithm. You’re doing this to connect with the readers who will love your stories.
If you want help building a sustainable book marketing plan (with or without social media), come join us in the Story Flow Collective.
P.S. Letters From Story Flow is your bi-weekly resource for authors who are ready to grow their careers with clarity and ease—without relying on hustle-heavy strategies that don’t feel like you.
If you're ready to build a sustainable author business, connect with readers, and get expert guidance that actually meets you where you are, click here to join me!