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Information in this article is pulled from Episode 139 of The Book Marketing Action Podcast featuring Ginelle Testa.
Authenticity has proven to be a powerful tool when it comes to book marketing. When authors leverage authenticity and vulnerability—both in their writing and their book marketing efforts—they are able to form a deeper connection with their audience.
Sharing raw and often challenging experiences can help authors not only build a robust online presence but also create a community of readers and followers who feel seen and understood.
Leveraging Short-Form Video to Grow Your Audience
For authors looking to expand their reach on social media, understanding the key role of video on each platform is crucial.
In the accompanying episode of The Book Marketing Action Podcast, Ginelle Testa states that her growth “has come entirely from videos.” Ginelle’s experience illustrates that maintaining a regular presence on your selected social media platforms can lead to exponential growth. For instance, her Instagram account boasts over 22,000 followers, a significant achievement she attributes to her consistent and authentic video posts. These snippets not only preview her book content but also cast a wider net for new followers interested in similar themes.
Here are some short-form video ideas to help you get started:
- Film your live reaction opening the first copies of your book, or seeing your book on shelves for the first time.
- If you’re facing any hardships along the author journey, pause for a moment to record your feelings and share about what you’re going through.
- If you don’t want to speak directly to the camera, pull together various clips of your author journey. Do a VoiceOver or add music and text to explain what is happening in each clip.
- Select some key topics from your book that can be explained in 90 seconds or less and create different videos around those topics.
When it comes to short-form video, the possibilities are endless and can be fine-tuned to suit your comfort level. Embrace this opportunity to show up in an authentic way and build a community of support for your message.
The Impact of Vulnerability on Audience Engagement
One of the most compelling aspects of any book marketing strategy is a willingness to display vulnerability. Don’t shy away from sharing deeply personal experiences, especially when you know they will resonate with your audience.
For instance, Ginelle’s candidness about challenging themes in her life, such as addiction and recovery, draws her audience into a genuine and heartfelt narrative. While working on her memoir, she found the writing “to be deeply personal, and the social media to reflect that.”
She exemplifies how author-led vulnerability can have a cathartic effect on the author AND build a strong community of empathetic followers. Sharing real-world stories keeps the dialogue authentic and engaging, which is pivotal to maintaining a committed audience.
Persisting and Adapting on Your Marketing Journey
Continuity, flexibility, and persistence are also vital aspects of writing and marketing a book. Ginelle went from just existing on social media to intentionally growing a targeted audience, which highlights the strategic patience required for effective marketing.
In addition to being present on social media, authors should also seek out media placements, such as:
- Podcast appearances
- Guest blog posts
- Articles for media outlets like Forbes or Newsweek
- Speaking engagements
- Local television interviews
Ginelle emphasizes the importance of bravery when it comes time for an author to pitch their work: “Submit pieces to places that you know will get you traffic and exposure.”
Having a diverse and adaptable marketing approach will further amplify your message and reach, as well as providing the stability required for long-term book marketing success.
Key Takeaways:
- Authenticity and vulnerability can significantly enhance your audience engagement and expand your reach on social media platforms.
- Building a personal connection with your audience over time is crucial for sustained book marketing success.
- Flexibility and persistence are essential in both writing and marketing your book.
Ginelle Testa (she/they) is a writer originally from Hudson, NH. She has an MS in digital marketing and design from Brandeis University and a BA in sociology from Rivier University, and has been featured in Insider, Byrdie, Tiny Buddha, and other media outlets. She’s a queer person in recovery and the author of Make a Home Out of You: A Memoir. When she isn’t writing, she enjoys doing restorative yoga, playing video games, and thrifting eclectic clothes. Ginelle lives in Boston, MA.
I am the founder/CEO of the Weaving Influence team, the author of Reach: Creating the Biggest Possible Audience for Your Message, Book, or Cause, and the host of the Book Marketing Action Podcast. I’m a wife and mom of three kids, and I enjoy running, reading, writing, coffee, and dark chocolate.