Editor’s Note: As of January 2025 when this article was originally published in the magazine, the future of TikTok remains in flux. On January 20, President Donald Trump ordered the federal government not to enforce a nationwide ban on the platform for 75 days. This article was written prior to these events. It explores how publishers have leveraged TikTok to engage audiences and build their brands. Readers should consider this context and remain aware of potential changes that may impact the platform’s availability or functionality in the future.

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TikTok fans claim it’s the best place for publishers and their authors to get marketing traction organically. But how do publishers weigh the potential for runaway success against the hurdles of embracing yet another social media platform, especially with the privacy concerns associated with TikTok’s Chinese ownership?

Discovery

“Over the past few years, TikTok has become one of the leading book discovery tools for readers,” says book marketing specialist Aryn Van Dyke of Book Rockstar. “It’s where readers are actively engaging and searching for their next read.”

For many of those readers, that next read will be a book by author Brynne Weaver, who currently has 34,500 followers on TikTok. “I’ve absolutely seen a direct correlation between virality and sales for my books,” she says.

Writing mostly dark romance and dark romcom, Weaver found success when her videos featuring her self-published novel Black Sheep took off. Even more substantial was the success she had with Butcher & Blackbird, propelled by videos posted by larger TikTok creators. “The effect was immediate and sustained,” she says. “More and more people started talking about the book, and then it just kept going.”

TikTok’s most popular genres include romance, mystery/thriller, and cozy fiction, says author and book marketing teacher Shelby Leigh. But others can do well, too. “I write poetry, and no one would think of that as a popular genre,” Leigh says. “Yet I’ve sold tens of thousands of books through TikTok.” She also points to nonfiction— not typical BookTok fare—gaining traction if authors and publishers create valuable content aimed at their target audience.

TikTok users are “quick buyers,” Leigh says—and their numbers are staggering. “I think every author should try it because there are over a billion active users on the platform,” she says.

At PR by the Book, digital marketing director Kimberly Sneed says that her company started posting on TikTok early in 2023, aiming to connect with the BookTok community on behalf of their authors. “Our goal was not only to reach this passionate group of readers but also to identify influential BookTok creators, demonstrate our content-creation skills for potential clients, and provide educational resources for our current clients,” she says. She measures the success of her company’s TikTok efforts not in sales but in connections. “For our authors who are active on TikTok, the platform has been invaluable in building a community, boosting engagement, and fostering a loyal readership,” she says.

Getting Started

For the TikTok novice, the platform can be at once approachable and, when it comes to getting a substantial number of views, hugely challenging. “I started in 2021, but it took a while to get the hang of it,” Weaver says. “When I first opened my account, it was pure trial-and-error. My first popular video had nothing to do with books; it had to do with my friend crying about cute baby animals. I quickly learned that if I wanted to raise awareness of my books and convert that to sales, I needed to keep it about books, not ducklings and kittens.”

Over time, Weaver says she has learned to develop stronger hooks, hop onto trends, and use popular sounds. Still, she continues to refine her tactics. “As TikTok’s algorithm or user trends change, you have to be open to adapting and refining your methods,” she says. While getting started on TikTok may seem daunting, Leigh advises authors and publishers to just jump in and try it. “Spend some time on the platform looking up your genre. Watch videos about books and see what content is resonating with readers,” she says.

TikTok rewards engagement, so Leigh suggests starting with seven- to 10-second videos. “People have short attention spans,” she says. For authors getting started on TikTok, she offers online tips at marketingbyshelby.com/blog/how-to-use-tiktok-as-a-writer.

Van Dyke says that when she first joined TikTok, she jumped in “hard and fast,” posting two to five videos a day. Within a month, she had over a thousand followers. At the same time, she urges new users not to compare their results with others who’ve been on the platform longer and use advanced features with ease.

“It’s OK if your first several videos are basic and simple,” she says, as long as they have personality. “People connect with people, so lean into your human side,” she says.

She also suggests building TikTok into a schedule. “Set aside a block of time every week or two to record a batch of videos,” she says. “Block off time on your calendar each day or every couple of days to spend time on the platform engaging with readers.” Manon Wogahn, publishing operations manager at AuthorImprints, offers an influencer’s perspective on joining TikTok. “I’m a BookToker, one of those readers who gets approached for book promotion by authors, publicists, and publishers,” she says.

She points out that it’s easy to feel awkward and perhaps even silly posting on TikTok. “All social media is a kind of self-promotion, whether you’re selling a product or not,” she says. “For most people, that’s a very difficult thing to do. The only way to overcome the discomfort is to just start and trust that you’ll improve as you go.”

Like Weaver, Wogahn started out by posting videos unrelated to books, trying to see what would stick. “Eventually I found that just me, talking, with a nice bookish background worked the best,” she says.

She advises new users to spend time discovering how readers use the platform. “Pay attention to the way people talk about books there—tones, themes, controversies, reviews,” she says. “Then you can think about how to engage with those conversations.”

Tips, Tricks, and Pain Points

Though TikTok is built around short-form videos, using it as a marketing tactic is a long game. More than any special skill set, the platform tends to reward those
who stick with it and connect with their audience on a human level.

“Consistency is one thing that’s absolutely key on TikTok,” Weaver says. “Posting regularly and engaging in a meaningful way with other creators’ content increases the likelihood of success.”

Authenticity matters, too. “I engage with people on TikTok in the same way I do on other social media platforms and in real life,” Weaver says. “I make jokes. I have fun. I’m grateful and open. I try to make a genuine connection with readers and other authors because I am fascinated by other people, and I love making them laugh or react to the things I say or do.”

Weaver also urges TikTok users to keep an open mind and be ready to pivot when necessary. “It can take a while to find your own distinct approach,” she says. “Other times, you have to learn how to adapt. Be persistent. Rather than giving up, think about what you need to learn to change, and be open to receiving that knowledge.”

TikTok influencers can give authors and publishers a big lift. “Influencers and content creators big and small truly took my career to the next level, and carried my voice much further than I could have done on my own,” Weaver says. 

Wogahn warns against posting static photos to the video platform, and she advises editing so the footage is engaging from the beginning. Beyond that, she concurs with Weaver on authenticity. “To sell books, sell yourself,” she says. “Show your face and use your voice.”

Leigh notes the importance of starting each video with a hook, be that an attention-grabbing visual, a text hook on the screen, or a combination of the two. She also stresses the importance of posting consistently for a few months before deciding whether it’s worth the effort. “In those months of posting, you also want to look at your data, immerse yourself in TikTok, and [see] what’s performing well for others, so you can keep improving.”

In a similar vein, Van Dyke urges TikTok users to have patience, especially if they’re promoting books outside of the “big fish” romance, fantasy, and mystery/thriller genres. “Understand that you might naturally have a smaller audience, but it’s better to talk to a room with 100 people than to not show up to the stage at all,” she says. She points out that there’s no single formula for TikTok success. Nor should users put all their eggs in the proverbial TikTok basket. “If there comes a day when the platform is gone for good, you want to make sure you still have an audience of readers to promote your books
to,” she says.

Once users have some momentum on the platform, they can consider selling through TikTok shop. “Readers can buy from you without leaving the platform, making the process more seamless,” Leigh says. “The other benefit is you can potentially increase your revenue by charging a higher price for book bundles, signed books, or offering books with merch or extras that you wouldn’t normally be able to offer through Amazon or other retailers.”

Privacy concerns with the Chinese-owned platform are a huge pain point for those weighing whether they should join TikTok. “It’s up to every individual to do their research and decide what they’re comfortable with when it comes to their data privacy,” Leigh says. In any case, Sneed advises authors to limit the personal information they share on the app. She notes that some clients hire her company to manage their accounts in hopes of limiting their personal exposure.

Your Choice, Your Voice

Ultimately, authors and publishers must decide for themselves whether the potential benefits of marketing on TikTok outweigh their concerns. If they choose to jump in and try it, they need not forge their own paths. They can follow the advice of others who’ve found success there.

It’s all about forging connections with readers, a skill set that authors and publishers have in spades. “You write because you have your own distinct voice and something to say to the world,” Weaver says. “Don’t be afraid to use TikTok as another mechanism to do exactly that.”

Who to Follow

By following accounts on TikTok, users can learn much about what sorts of videos attract views. Following is also a way to teach the algorithm where your interests lie and to connect with influencers who might review your books. But which accounts should you follow?

“It’s best to follow readers who are talking about books in your genre and see what they are posting and saying about their favorite books,” says Shelby Leigh, author and book marketing teacher. “Also follow authors in your niche/genre to see what’s working well for them. You can do this by searching your genre and seeing what posts come up.”

Leigh says she enjoys following accounts such as @bnbuzz and @thoughtcatalog to see what publishers and booksellers are saying. “I also love @aparnawrites,” she says. “Her content is so fun.”

Author Brynn Weaver has a long list of accounts she follows. Among her favorites are @read_between.the_wines, @lin_reads, @chelseareads, @abbies.reads, @wrathforlifee, @lexialuvsbooks, @laurens.little.library, and @dani.reads.books.

Kimberly Sneed, digital marketing director at PR by the Book, suggests following BookTok Influencers @em_ondrizek, @readwithamyy, and @tatis_corner. She notes that following “micro-influencers” can be useful, too, citing as examples @casieandherbooks, @brittalexander_author, and @orangeskybooks.

Manon Wogahn, publishing operations manager at AuthorImprints, says @atriamysterybus is her favorite publisher account. “Most publisher accounts feel very corporate,” she says. “This one feels authentic. It’s real people in the Simon & Schuster offices posting unscripted, documentary-style content.” She also recommends @berkleypub, run by some of the imprint’s young marketing employees. “They seem to have fun promoting their books,” she says. She suggests authors follow @victoriaaveyard for her insights into the publishing process. “Her opinions are honest and authentic,” Wogahn says.

Wogahn is also keeping an eye on @book_reviews_kill, an influencer turned author. For full-fledged literary criticism, she suggests @mynameismarines, who has a publishing imprint under Bindery, a membership platform connecting authors with influencers.

As an influencer herself, Wogahn started getting book mail from publishers in mid-2023, when she had about 3,000 TikTok followers. Now, with over 20,000 followers, she receives two or three mystery book offers per week.

Being an influencer has its perks. After topping 10,000 followers, Wogahn joined the TikTok Creator Rewards Program, where she receives compensation for “qualified videos.” She also earns commissions on products purchased from her TikTok showcase.

Want to reach out to influencers with a book offer? Wogahn suggests you research the person you’re approaching. Many have posted book review policies with stated preferences for how to contact them and the book formats they prefer.

She also encourages authors and publishers to be respectful in their pitches. “It can be overwhelming to receive so many review requests, and so a lot of times it’s the person pitching the book that influences my decision,” she says.

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