The TikTok Dilemma
As the year winds down and the holiday spirit fills the air, I've been reflecting on the many ways authors can connect with their readers. Today, I want to share my thoughts on a hot topic—TikTok—and why I've been hesitant to recommend it as a primary tool for book marketing.
The TikTok Dilemma
It's no secret that TikTok has become a cultural phenomenon, capturing the attention of younger audiences across the globe. The viral success some authors have had can make it an enticing option for organic marketing. But here's why I approach it with caution:
1. It's a Content Time-Suck 
TikTok thrives on a constant stream of fresh, engaging content. For authors, this means committing to frequent—often daily—updates, which can be exhausting and take valuable time away from writing.
2. Its Future is Uncertain
Between privacy concerns and the potential for bans in some countries, TikTok’s long-term stability is unclear. Building a marketing strategy on an unstable platform is a risky move.
3. The ROI Question
While going viral on TikTok can generate exposure, translating that exposure into book sales isn’t always straightforward. The time and energy spent on TikTok may not yield the same returns as other, more stable platforms.
Alternatives
Rather than putting all your eggs in the TikTok basket, consider diversifying across platforms that align better with your strengths and goals, such as:
- Instagram: A great space for visual storytelling that is typically less demanding in terms of updates. It also has a thriving bookish community (aka Bookstagram). Most users are between the ages of 18-44.
- Facebook: Facebook is still a reliable platform, although many authors say it should only used to reach an older demographic, who are often more inclined to purchase books. Surprisingly though, the age group with the highest number of Facebook users is actually 25-34.
- Email Marketing: Email continues to be a powerhouse for directly communicating with your readers. It gives you the ability to send personalized, direct storytelling and updates about your work, which is gold. The truth is that the readers most likely to buy your next book are the ones who read your last book. So get those fans on your email list!
- Threads: New to the social media landscape, Threads is making a name for itself in the indie-author community. Diversifying is important, and new platforms like this offer the opportunity to reach audiences in a less saturated arena.
The Key is Sustainability
The goal is to choose platforms that match your capacity to create content without burning out. Sustainable marketing efforts should complement your writing journey, not overshadow it. So if you know that you don't have the time and energy to devote to daily video content creation, TikTok is not for you (don't feel bad, it's not for me either).
If you're determined to utilize TikTok, consider using paid ads or reaching out to influences on the platform. Influencers especially are an invaluable tool for increasing your reach, but don't require all the work on your part.
What’s Your Take?
I’d love to hear about your experiences—have you tried TikTok, or do you prefer other platforms? What’s worked for you, and what hasn’t? Let’s share stories and support one another in navigating this ever-changing digital landscape.
