I know. I know. You don’t want to dance. You don’t want to be on camera. TikTok is for kids… blah blah blah.
I get it. I was there too. I had 0 desire to join TikTok. And I mean ZEEERRRRROOOOOOO.
Alas, here I am, doing TikTok and suggesting that you do it too.
Let’s start with a reframe of the whole platform and look at it from the perspective of BookTok. This corner of the platform is all books all the time and it is quite possibly the most robust book community on the internet right now.
And anything that boasts that level of attention from readers, deserves the attention of writers.
It probably gained the most speed during the 2020 lockdowns. At which point a ton of people found (or rediscovered) their love of reading.
In this time, books–old and new–gained incredible traction, some went viral selling millions of copies. And while this is certainly in the rare category, there really is opportunity for anyone willing to put themselves out there.
In addition to an already established community, there is something great about TikTok’s algorithm. Instead of tireless hours of work to get a few measly views, anyone on TikTok, even if they are brand new, has the chance to get hundreds, if not thousands of views on their videos even if they have zero followers.
How to Begin
To start, spend some time exploring BookTok (and really all of TikTok). Get a feel for the community with regards to what they like, who they follow and how books are discussed both by readers and authors.
From reviews, to hilarious breakdowns of ridiculous tropes, to book news and of course book drama, this platform has content for everyone.
Who are your people?
As an author, it’s always important to understand who your readers are. Not only the demographics, but also the mood. Friendly reminder, despite what we all hope, your book IS NOT for everyone.
If you write spicy fantasy, understanding how readers talk about it is vital. If you are a memoirist, investigate how writers share about their personal lives to intrigue others.
What is your style?
If you don’t mind being on camera, it’s ideal to be forward facing so your readers can get to know you, but it’s not the only way. Some people only share videos of books themselves, others will use text primarily. You don’t have to get fancy with all the features when you’re just getting started. The best thing you can do is just start.
The funny thing about TikTok is low production is valued higher. Unlike the super polished social spaces like Pinterest and Instagram, TikTok has a rustic, unpolished look that the viewers actually prefer. This is great news for beginners. You don’t need fancy equipment or model-home perfect backdrop, you just need to show up as your authentic self.
What should you post?
Now that you’ve decided to take the plunge, it’s easy to be daunted by the task of what to post. So here are 10 ideas to get you started:
- Introduce yourself
- Introduce your book
- Talk about books in your genre you love
- Talk about TV and Movies similar to your books too
- Share about your writing process
- Discuss a news article relevant to your book’s subject matter (try using the greenscreen to feature the article)
- Find fun sounds that you can tweak to fit your brand
- Get a little personal, share something about who you are outside of books
- Share a review of your book
- Discuss what inspired your book
Simply try to explore these ten subjects and see what gets you some momentum. Though you may not go viral overnight, the immediate engagement can definitely fuel you fire to go further.
Need a hack?
So everyone wants a “gimme.” How do I see the most results right out the gate? There are three ways you can find yourself gaining speed immediately, but you have to be a little brave to attempt them.
Ask a Question/Force Engagement
TikTok rewards attention. You want likes, comments, stitches, duets… anything that tells TikTok, people are paying attention to you. The best way to do it? Get the audience involved by turning the attention towards them. Ask a question! Writing hockey romance? Pose this question in your video: What hockey romance was your favorite this year? Kick the comment section off by sharing your favorites! (Don’t make it your own book, give other authors some love.)
Get Controversial
This one requires a daring creator, but being controversial doesn’t give anyone permission to be mean. Maybe you could share a trope in your genre that you hate. Or perhaps you have a “hot take” on a new Hollywood production. Don’t go after fellow authors, don’t marginalize or harm anyone, but get out there on the ledge a little bit. When I decided to do this, I talked about a new hit series by creators I absolutely adore, but admitted, I wasn’t feeling as pumped up about the new show as others were. To this date, it’s still my most viewed TikTok. In the video I gushed about how much I love these creators’ other works, but had to admit I wasn’t in love with the new release. Will you get some negative feedback or robust disagreement? Yes, that’s what makes this risky. But if you have a tough enough skin, it can produce results.
Jump on a Bandwagon
If there is something that “everyone” is talking about that has relevance to you, give your take. Recently, the move Leave the World Behind was dominating TikTok. I read the book and watched the movie and added my own two cents. I made an effort not to regurgitate what others had already pointed out, but instead, tried to fold it into my world view and brand.
Ideally after some posting and playing around, you’ll get hooked and really build this into a community of your own that gains you readers, author friends and more. Worst case scenario you are in league with fellow book lovers and what’s not to love about that?
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