The Future Of Book Marketing
digital concepts that will put books into more hands
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In a few weeks, we’ll be entering a new year and with a new year, comes conversations about The Future. While I’m not a resolutions person myself, I do take this time to reflect and look ahead — especially with business.
Over the years, digital marketing has been revolutionizing industry after industry. As far as books are concerned, the Internet has offered publishers new ways to connect with readers and continuously adapt to the evolving marketplace.
Traditional Publishers are Going Direct-to Consumer
Many publishers are shifting — if not have already shifted — toward direct-to-consumer models, allowing readers to secure their books right from the source. Here’s the thing: when it comes to online sales, we want consumers to click around as few times as possible to reach their final destination, otherwise we risk the chance of losing them in the process. Publishers have massive email lists and social media followings, and by enabling direct shopping links, they minimize clicks and have the opportunity to keep readers engaged in their communities.
While this is useful to the publishers, readers tend to have loyalty to authors and series, not necessarily to their publishers. My community always tells me they had no idea that the logo on the spine of their book was an imprint of a publishing house — many had no idea what an imprint even was! So while these huge followings will certainly lead to books in hand, I predict their leverage working in ways other than providing a robust D2C year.
Expanded Emphasis on Author Connections
Platform is becoming increasingly more and more necessary for authors who want to build sustainable careers publishing books. It’s not about going viral — it’s about filling your Rolodex.
As an author, I would recommend investing in a personal brand, author website, and dedicated place on the Internet to start to connect with aligned readers and people who will be able to help you promote your book.
Who do you know in media, academia, bookselling, libraries, and social media. Who do you know who could blurb your book? How many subscribers does your newsletter have?
You’ll be asked these questions and more as you embark on getting published, so it’s safe to say that spending time on your brand and community is a key part of being an author!
The Utilization of Collaborative Social Media & Content Platforms
As social media continues to play a pivotal role in book marketing, publishers and authors would be remiss if they didn’t join forces and collaborate on title launch content. Many authors have loyal but smaller personal brands, giving the publisher the opportunity to inform their larger audience of the author and their latest launch, and add clout to the new release.
Of course, this cannot be done with every title — there are too many books and we don’t want to dilute the concept — but will most likely be reserved for releases with high anticipation, up-and-coming authors with promise, and ones that are likely book club picks.
As an author, I would recommend prioritizing a significant portion of your time to community building. It’s one of my favorite things to say, but if you already have a brand, your publisher has a lot more to work with as far as publicity and marketing is concerned!
Collaborations for Varied Media Styles
One of the coolest things Spotify has done is make audiobooks part of Premium. To be honest, I don’t listen to audiobooks. But if I did, having the option right where I listen to music and podcasts is absolutely genius. I’m sure a lot of people on the fence about reading or that feel they don’t have time for books are also loving this concept.
This is a fun read: Spotify Wrapped for Authors
And then there are the television and movie adaptations. I don’t know about you, but to me, it feels like one in every five new releases is based on a novel and I LOVE IT.
Everything old always becomes new again, and collectible books are thriving right now. Placing traditional and well-loved stories in new packaging excites fans and typically wins space on a bookshelf.
More often than not, and with the exception of audiobooks, adaptations and collectible editions will be made for books with large fan bases.
As an author, I would recommend prioritizing your author brand, marketing towards the audiences of shows and movies that align with your storyline, and collaborating with narrators and artists who can bring your book to life. And please stay open to all rights when you’re in negotiations!
Emphasis on Diversity in Books, Authors and Publishing Practices
Readers increasingly value stories from diverse voices and about diverse characters.
As an author, I would recommend identifying all of your sub-genre themes and tropes and integrate them into your book marketing campaign.
The Year of the Bookstore
You have no idea how excited this prediction makes me. We already saw the shift starting in 2024, as more and more bookstores started opening up — both independents and new Barnes & Noble locations. People browse in bookstores, they take recommendations and discover authors and titles they may never have come across digitally.
Bookstores that are prioritizing building a live community and one online are going to have the most success. Having a reading nook, robust local events schedule or a shelf perfect for Bookstagram will put shops on the map and become a reader's destination.
As a bookstore owner, I would recommend getting comfortable on video and starting an Instagram series where you talk about your favorite books, titles you recommend, and/or what your customers are loving. The atmosphere of a bookstore should be one that is inviting and makes everyone feel like a regular. Extend that warm welcome to your social presence, and you’ll be receiving direct messages about shipping orders!
Oh, and I’d highly recommend reminding your wider audience about Bookshop.org!
The Year of the Library
Similar to bookstores, libraries are having a well-deserved moment. Books have gotten increasingly expensive, and while we want all of the bookstores to succeed, most people aren’t buying every book they read.
Sometimes I forget how enjoyable it is to go to the library, overwhelming and slightly old-fashioned as it may be. The Libby app has modernized the library system, allowing people to read digitally and ‘visit’ their libraries with the simple click of a button. Many are also offering virtual author events, which allows authors to reach new readers (geographically speaking).
As an author, I would recommend advocating the importance of libraries to your audience, and repeatedly remind them that calling their local library and requesting your book to be stocked is completely free. You should also reach out to various libraries and sign yourself up for events!
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Jessica Sorentino specializes in branding and marketing for authors, helping them connect with readers and position their work for agents and publishers. With over a decade in publishing, she transforms stories into lasting brands through strategy, connection, and visibility.
