Authors, when it comes to selling books, it’s important to remember that you are the brand—not just your book. While your book is an essential part of that brand, it’s only one piece of the puzzle. Authors sell more books when they build a brand around themselves—their lifestyle as a writer, their profession, and their expertise in their book’s niche. Here’s how you can start building your brand online:

 

1. Create a Website
   A professional website is a must. Platforms like WordPress and Wix are great starting points for building a user-friendly site. Here are a few things to consider including on your website:

• • A blog — Having a website alone is great, but a stagnant website doesn’t incentivize viewers to return. A regular blog—where you write about writing itself, your niche, your thoughts, or just your life in general—gives people a reason to come back. This is especially helpful if you plan to publish more books in the future.

• • Information on your book — Give visitors a taste of your book. Include the cover, the book description, and of course, the links to purchase or preorder. 
  • Links to your social media — Help people find you on social media by including the links at the bottom of your website.

• • Contact information — Let visitors know how they can reach you with questions or PR-related queries.

 

2. Get on Social Media
   Social media is a powerful tool for connecting with readers and expanding your reach, and it’s highly influential in the current book landscape. Each platform offers different strengths, so choose the ones that align with your personality and goals:

• • LinkedIn – Ideal for networking with industry professionals and showcasing your expertise.
  • X, Threads, Bluesky – These platforms thrive on quick, witty insights—perfect for writers who enjoy crafting sharp one-liners or engaging commentary. (tip: Threads is growing particularly popular for the book community!)
  • Instagram – A hotspot for the book community. Book influencers often share reviews and bookish content here. If you enjoy taking pictures of your writing life, Instagram can be a fantastic platform.
  • TikTok – Popular with Gen Z and Gen A. While intimidating for some, authors who thrive on video content can excel here.
  • Facebook — Where you probably already have a following among your family and friends. Don’t forget: Family and friends are often the first group to buy an author’s book.

 

Tips for Building Your Brand on Social Media

1. Utilize Instagram Reels
   Instagram’s algorithm favors reels, making them a great way to expand your reach beyond your followers. Try creating reels that highlight:

• • Your expertise in your book’s niche
  • A “day in the life” as a writer
  • Behind-the-scenes glimpses of your writing process

For inspiration, explore content under the #Bookstagram hashtag to see what resonates with readers. A reel doesn’t have to be complicated. In fact, sometimes the most successful reels are those that are quick and easy to whip up in just a few minutes (you’ll see what we mean once you’ve done a bit of exploring).

Use these tips when creating reels to optimize your content for the algorithm:

• • Short is sweet! When reels are short, viewers are more likely to watch them more than once, which tells the algorithm to push it to more people.
  • Use trending audio on your videos; this will help maximize their reach.
  • Use hashtags and keywords in your captions. This goes for all Instagram content, but including relevant hashtags can be especially beneficial for reels.

2. Share Real Photos
   While graphics are useful—especially for promoting events—the Instagram algorithm prioritizes authentic, photo-based content. Don’t hesitate to snap a beautiful picture of your book beside your morning coffee or the view from your writing desk. These moments bring authenticity to your profile and connect with readers on a personal level.
3. Engage with Your Community
   Building a following isn’t just about posting—it’s about participating. Follow fellow writers, book lovers, and those in your niche. Comment on posts, join conversations, and foster meaningful connections. Engaging thoughtfully with others will expand your reach far more effectively than posting alone.
4. Include Important Links
   Your social media bios should always include links to your website and where readers can purchase your book.
5. Tag Relevant People and Places
   If you visit a bookstore, attend a literary event, or engage with influencers in your niche, tag them in your posts. And whenever you post about your book, don’t forget to tag us as well! We love to share our authors’ content and help amplify your message.
6. Utilize Collaborative Posts

Collaborative Instagram posts allow two users to coauthor the same post. The content shared appears on both users’ feeds and profiles, expanding the post’s reach to, in theory, twice as many people. We often invite our authors to collaborate on our posts, and we encourage authors to do the same. Keep an eye out for those invites, and be sure to accept them if you feel the post is a good fit for your profile.

By following these strategies, indie authors can build a strong, memorable brand that fosters lasting connections with readers and drives book sales.