Social Media for Authors in 2025 – Helpful or Overrated?

Let's discuss!

Photo by Brennan Burling on Unsplash

Is social media still worth our time, or is it just another distraction? Let’s examine this question using real examples, updated strategies, and the latest resources.

Why Social Media is Still Helpful for Authors

✅ Discoverability Matters More Than Ever

Readers can’t buy your book if they don’t know it exists. With millions of books published yearly, authors must fight for attention. Social media remains one of the easiest ways to get discovered.

• Example: Author Colleen Hoover skyrocketed to success because of #BookTok. Her books went viral on TikTok, leading to massive sales. (Source: BuzzFeed)

• Example: Indie author A.G. Riddle built an audience of over 30K Facebook followers, helping him turn his self-published sci-fi books into bestsellers. (Source: His Facebook page)

💡 Tip: Not every book goes viral, but having a consistent, strategic social presence increases your chances of discoverability. Spamming book links constantly is not an effective sales technique. Be smart about it.

✅ Short-Form Video Still Drives Sales

While BookTok isn't the instant goldmine it was in 2022, TikTok and Instagram Reels are still major drivers of book sales. Short, engaging videos help authors connect with readers.

• Example: Romantasy author Rebecca Yarros used TikTok to promote Fourth Wing, leading to #1 bestseller status and a Netflix deal.

• Example: Jessa Hastings, author of Magnolia Parks, turned Reels + BookTok into a personal marketing machine, leading to a massive book deal.

🔥 Updated Resources for Book Promotion on TikTok & Instagram:

• TikTok’s Official Book Community

• Guide to Instagram Reels for Authors

💡 Tip: If you’re uncomfortable with video, try slideshow-style Reels or text-based TikToks with voiceovers or music. I do a lot of these for my clients who don’t want to be on camera. (This entire TikTok discussion might be moot, depending on how SCOTUS rules…)

✅ Engagement with Readers & Community Building

Readers love feeling like they know an author personally. Social media allows direct engagement through Q&As, live videos, and comment replies.

• Example: Doing X audiospaces is a great way to connect with readers! Learn more here. I do at least two monthly spaces (#SexAbuseChat, the first Tuesday of each month at 2 pm PT, and #BookMarketingChat, the first Wednesday at 2 pm PT. Recorded in case you miss the live.)

• Example: Chloe Gong runs Instagram Q&As about her books, writing tips, and character backstories, keeping fans engaged between releases.

💡 Tip: Social media works best when you engage, not just post. Most social algorithms prioritize interaction over followers. Reach and engagement matter. Answer comments, share behind-the-scenes content, and show personality.

Or ya know, your cat. This is Pip. He loves books and chicken.

Pip, The Book Marketing Cat.

✅ Social Media is an Effective Free Marketing Tool (If Used Right)

Not every author can afford paid ads, PR campaigns, a social media/book marketer like myself, or a publicist. Social media remains one of the few free marketing tools authors can use to:

• Announce book releases and cover reveals

• Run giveaways and contests

• Host live readings and Q&As

• Promote reviews and reader testimonials

• Example: Sci-fi author Hugh Howey built his audience entirely through social media and direct engagement before Wool became a bestseller. (Source: His website). Fan of the Apple+ series, Silo? That’s also Hugh.

💡 Tip: If you're launching a book, focus on the one or two primary platforms you enjoy rather than spreading yourself thin, trying to be everywhere. (For most people age 55+, that’s a Facebook Author Page. And don’t forget about LinkedIn. Businesspeople read books, too.)

Why Social Media Might Be Overrated for Authors

❌ Algorithm Fatigue & Declining Organic Reach

Organic reach is lower than ever because platforms prioritize paid content. Authors post but get little engagement unless they pay for ads.

• Example: Many authors report that Facebook page engagement has dropped drastically, making it harder to reach readers.

• Example: Twitter (X) changes in 2023–2024 led many authors to leave due to lower visibility, algorithm changes, and monetization issues.

💡 Tip: If you’re struggling with low engagement, focus on newsletter growth instead. (More on that below.)

❌ Time-Consuming for Minimal ROI

Content creation is exhausting. Many authors feel they spend more time on social media than writing books.

• Example: TikTok influencers with millions of followers often report low book sales conversion.

• Example: Some authors with massive Instagram followings see more sales from Amazon ads and email lists than social media posts.

💡 Tip: Use social media in bursts. You don’t need to be on all day, every day. Batch content, schedule posts, and avoid burnout. Do your writing, check in, and go back to life. 

I also recommend turning off all notifications. You don’t need to know about every like or comment as it happens; that dopamine hit can wait.

❌ Email Lists & Ads Outperform Social Media in Sales

Many authors sell more books through email lists, promos, Amazon ads, Goodreads giveaways, or BookBub promos than social media.

• Example: Mark Dawson built a six-figure book business using Facebook ads and an email list. Not social media. (Source: His course)

• Example: Joanna Penn leverages SEO, content marketing, and email lists over social media for long-term success. (Source: The Creative Penn)

💡 Tip: If social media isn’t converting for you, focus on email marketing, paid ads, and long-term discoverability on search engines.

The Smartest Approach for Authors in 2025? A Hybrid Strategy

Instead of going all-in on social media or abandoning it altogether, use a balanced approach to book marketing:

• 📩 Prioritize Your Email List. It’s the most direct way to reach readers. (Resources: ConvertKit | MailerLite), or start a Substack!

Learn more here:

• 📚 Use Social Media Strategically. Post less often but with more intention. Focus on one or two platforms to start. If your demo is older, go with Facebook.

• 🎯 Leverage Ads. Paid ads still convert better than organic posts. (Resource: Amazon Ads Guide), and that’s just the reality we live in now.

• 🤝 Engage in Niche Communities. Book clubs, podcasts, and newsletters (like Substack) often perform better than chasing viral trends. (Example: Substack for Authors)

Final Thoughts: Do What Works for You

If social media helps you sell books, use it, but don’t let it control your entire marketing strategy. Our author platform has many components: our branding, consistency, content quality and value, books, reviews, articles, visuals/videos, newsletters, promos, giveaways…it’s a lot.

💡 Your Plan:
✔️ Love social media? Use it smartly. Post consistently, but don’t let it drain your creativity.
✔️ Hate social media? Focus on email marketing, book promo sites, and direct reader engagement.
✔️ Need a balance? Use social for discovery & engagement, but prioritize long-term marketing strategies.

What’s your experience with social media as an author? Do you find it helpful or more of a time-suck? Or both? Let’s discuss in the comments! 🚀

Coming up:

• We returned this week with #BookMarketingChat on Wednesday at 2 p.m. PT/5 p.m. ET on X audio spaces. The chat was recorded so that you can listen anytime. Click here to have a listen! The next chat is on February 5th at 2 pm PT/5 pm ET. More info to follow.

• Special thank you to free Booklinker (more on that in my next useful tips newsletter), my exclusive advertising sponsor! Universal book links - you want this tool.

See you next week, and happy writing!