Many believe a strong social media presence indicates a successful author business. Sharing your work through social channels provides fantastic opportunities. But achieving organic growth requires a strategic approach.

Define Your Objectives

Before expanding your social media, clarify your reasons for wanting a larger following. For most writers, the ultimate aim is increased book sales. Keep this in mind when using social media. While not every post needs a direct sales pitch, your overall strategy should align with your long-term sales goals.

Choosing the Right Platforms

It is easy to assume that a presence across all platforms like Facebook, Twitter, Instagram, and Pinterest is required. However, spreading yourself too thin, particularly as a solo entrepreneur, is not efficient. Many authors with vast followings have teams supporting them. As an independent publisher, prioritize your time; dedicating hours daily to social media might not be the best use of your resources.

Identify the best platforms for your target audience. Analyze which of your blog posts receive the most social shares, observe your competitors’ primary platforms, or even survey your email subscribers. Focus your efforts where your readers are most active.

Consistent and Sustainable Posting

Building a social media presence takes time and consistent effort. A regular posting schedule is crucial for gaining traction.

Each platform has different optimal posting frequencies. Twitter’s fast-paced nature requires more frequent updates, while Facebook posts should be less frequent to avoid overwhelming followers. General guidelines exist, but these should inform, not dictate, your strategy. Consider factors beyond basic posts, like stories (on Instagram and Facebook) and responding to messages.

Tools are available to assist with scheduling. Some apps are great for managing Facebook and Instagram posts, while others are specialized for platforms like Pinterest. Crucially, choose a sustainable schedule. If you cannot commit to growing a Facebook group, it’s best to postpone it to avoid wasting time.

Leverage Video Content

Videos typically have significantly higher engagement rates than other post types. The motion in a video can capture attention, benefiting both you and the platform. While even short animated images can be effective, longer videos (3-5 minutes) often perform well. Live video can also generate significantly more interaction.

Remember to include subtitles! A substantial portion of videos are watched without sound, as people often view them while multitasking.

Engage with Your Audience

Social media involves more than just scheduling posts. Actively engage with those who interact with your content.

Respond to comments and foster conversations. Building a strong relationship with your audience not only expands your following but also cultivates an engaged readership more likely to purchase your books.

Analyze Your Performance

Improvement requires tracking. As you experiment with different approaches, you will likely find that certain posts resonate more. Analyze your data to identify what works best with your audience and adjust your future content accordingly.

Beyond content, examine optimal posting times. Different times likely yield varying engagement levels. While industry-wide benchmarks exist, prioritize discovering what works best for your specific audience.

The Power of Great Content

Consider some of the most followed individuals on a major social media platform. Their massive followings are not primarily due to their social media expertise. They are popular because of their primary work or talent.

Focus on producing high-quality work. If you excel in your craft, your readership will grow organically. Many authors overemphasize social media while neglecting their core work.

Prioritize creating the best content you can, and a following will naturally develop.

Ultimately, organic social media growth is achievable. Remember that it takes time. Maintain a sustainable schedule that facilitates growth while also allowing sufficient time for your primary work.