If you’re not using TikTok to market your book, you might be missing out on one of the biggest opportunities in publishing right now. TikTok, especially the #BookTok community, has helped countless self-published authors land on bestseller lists, sell thousands of books, and even score traditional publishing deals.
The best part? You don’t need to dance, go viral, or be a tech expert to succeed on TikTok. You just need to understand how the platform works and how readers engage with content.
In this guide, we’ll walk you through everything you need to know about using TikTok to promote your book, from setting up your account to creating content that gets noticed.
Why TikTok Works for Authors
TikTok is built on short-form video and personalized discovery. That means if you make engaging content, the algorithm can show your video to thousands of users, even if you have zero followers.
Here’s why TikTok is such a powerful tool for authors:
• Readers love connecting directly with authors
• BookTok has millions of active users
• You can build an audience without paid ads
• Your videos can be discovered for weeks or months after posting
• It’s not just for young adult books — every genre has a niche
Whether you write romance, mystery, fantasy, or nonfiction, there’s an audience for you on TikTok.
Step 1: Set Up Your TikTok Author Profile
Start by creating a clean, professional author account. You can use your author name or pen name as your username. Make sure your bio clearly tells people who you are and what you write.
Your profile should include:
• A short bio like “I write cozy mysteries with cats and caffeine”
• A link to your website or Linktree
• A recognizable profile photo (your face or your book cover)
• Your genre or series name in your display name if it fits
Switch to a business or creator account if you want analytics, but a regular account works fine when you’re getting started.
Step 2: Understand the BookTok Community
BookTok is a reader-driven movement. Yes, authors are on it, but much of the content comes from readers, reviewers, and influencers.
Spend time browsing hashtags like:
• #BookTok
• #BookRecommendations
• #AuthorTok
• #IndieAuthor
• #SelfPublishedAuthor
• #[YourGenre]Books (like #RomanceBooks or #FantasyBooks)
Notice what videos get engagement. It’s usually not polished or salesy content. It’s personal, raw, emotional, or entertaining.
Step 3: Create Content That Connects
You don’t need to be a viral star to succeed. You just need to show up consistently and make content that readers enjoy.
Here are some proven content ideas for authors:
1. Behind the Scenes
Show your writing process, your editing notes, your messy desk. Readers love seeing how a book comes together.
2. Book Teasers
Read a powerful or funny quote from your book. Use on-screen text to add context.
3. Reaction Style Videos
React to a reader review or a “BookTok made me buy it” video.
4. Author Life
Show what a day in your life looks like. Include coffee, cats, chaos — whatever makes it real.
5. Character Introductions
Film a quick video introducing a character using quotes or tropes. For example: “Meet Lila, a small-town waitress who can read minds but refuses to use her power.”
6. Use Trends Wisely
Hop on a trending sound or format but make it book-related. Don’t force it — only participate in trends that match your vibe.
Step 4: Use Hashtags and Captions Strategically
Hashtags help TikTok understand your content. Don’t overload them. Choose a few relevant ones and rotate them between videos.
Start with:
• #BookTok
• #AuthorTok
• #AmWriting
• #[YourGenre]Books
• #SelfPublishedAuthor
In your captions, ask questions to invite engagement. Examples:
• “Would you read a book about a pirate with amnesia?”
• “This scene still makes me cry. Anyone else get attached to side characters?”
Step 5: Be Consistent, Not Perfect
You don’t need to post every day, but consistency helps. Start with 2 to 3 posts per week. As you get more comfortable, aim for 1 short video per day.
Tips for staying consistent:
• Batch film your content
• Use drafts to store videos
• Repurpose blog posts or newsletter tips as video ideas
• Set aside 30 minutes twice a week to plan and record
Focus on progress, not perfection. TikTok rewards authenticity over polish.
Step 6: Engage With Other Creators and Readers
TikTok is social. The more you engage, the more you’ll grow.
Ways to connect:
• Comment on other BookTok videos
• Follow readers who engage with your content
• Duet or stitch videos from other authors
• Shout out your favorite indie books
• Answer questions in the comments with a new video
Be generous. Celebrate other books. TikTok readers notice and appreciate authenticity and community.
Step 7: Direct Traffic Without Being Pushy
Once people are watching your videos, you want them to take action.
Make it easy for them to:
• Visit your website
• Download a free sample
• Buy your book
• Follow you on other platforms
Use tools like Linktree or Beacons to offer one link in your bio with multiple destinations.
Mention your link in the comments or end your video with a soft call to action like:
• “Link in bio if you want to check out the book”
• “More details in the first chapter preview”
• “Follow for more behind-the-scenes content”
Avoid hard selling. Focus on building trust.
Bonus Tip: Use TikTok to Drive Reviews
If you’re giving away free copies or promoting your book, ask readers to tag you or post about it using a unique hashtag. This builds a library of user-generated content that can fuel your future promotions.
You can also:
• Host a giveaway for people who post about your book
• Offer bonus scenes to readers who share it on TikTok
• Comment on fan videos and say thanks
Building a loyal reader base often starts with a few real connections.
TikTok is one of the most powerful book marketing tools available today, especially for indie authors. The platform rewards creativity, consistency, and connection. You don’t need a huge following to make an impact — just a clear voice and a willingness to show up.
Go look at some of the videos BookToker Colleen Hoover makes, like the one below.
@officialcolleenhoover
Start small. Learn as you go. Use your phone, your story, and your passion to bring readers into your world.
You’ve already written the book. Now it’s time to tell the story behind it. After you set up your TikTok come follow us.
Ready to promote your book? Submit it today through our easy form and get it in front of real readers: Submit Your Book