When it comes to book marketing many authors approach the subject with dread. They just don’t know where to start and I understand, it’s hard to write books and be a marketer. Effective marketing requires not only grabbing a reader’s attention but keeping it as well. I broached this subject last year in my post: How to Communicate with Readers but today, I hope to go more in depth.
Despite what you may think, you don’t have to put yourself on display like a celebrity in order to maintain a following. You don’t have to post selfies, or pet photos to keep your readers engaged on social media. You also don’t have to divulge deep, dark secrets with your email subscribers. In this post I want to present some old school methods used by publishers as well as newer techniques which hopefully, will give you ideas on how to keep your readers engaged through smarter marketing. Hopefully, you will find ideas for your social media posts, or email newsletters. Now keep in mind, some of these techniques are free while others are not.
So let’s get started…
Idea #1: Make a Game
Did you know that you can create games and puzzles for your readers based on your book? There are several websites that allow you to make games like; crossword puzzles, word scramble, jigsaw puzzles, and even sudoku. You could even create a crossword puzzle for a contest, and announce the winner within the puzzle! Your imagination is the only limit here. If you’re interested, here is a list of websites to check out:
I personally created a crossword puzzle for this post on ProProfs Brain Games, just click on the image to check it out:
Idea #2: Create an Infographic
A few years ago, infographics were all the rage and were used primarily to convey complex ideas in a visual format. But over the years, I’ve seen books broken down into infographics such as Pride & Prejudice by Jane Austen and even Harry Potter. You can even make a funny character chart for readers, it all depends on you.
If you’re a romance novelist, you could create a list of the hottest lead characters in the Regency period and encourage readers to contribute. If you’re writing a historical, that takes place during the Civil War, you can create a list of the biggest battles fought during that war and casually mention that your book takes place during one of those battles.
Idea #4: Do Character Interviews
Since time beyond remembering, the publishing industry always has liked to insert author interviews at the back of a book. However, if you don’t feel comfortable being interviewed, use one of your characters to do all the talking.
Idea #5: Make A Meme
Memes have become a part of social media for years and you could easily use one to promote your book. Here’s one I created years ago with the help of a friend and author Karen Vaughan.
If you’re interested, here are a few places to check out:
Well I hope this gives you a few ideas when it comes to content creation as well as book marketing. I also hope that you learned a few things, as in why it’s so important to make marketing fun. You know the saying, “No tears in the writer, no tears in the reader.” The same goes for marketing, if it’s not fun for you, it’s probably not gonna be all that fun for your readers either.
It’s no secret that social media has gotten tough for authors with many reporting dismal reach and even worse engagement rates. This past year, the biggest social media site Facebook, announced they would show less content from business pages and favor community groups. This was a huge blow to authors with business pages. So what is an author to do? Believe it or not, there are still ways to reach your audience without having to pay a site to promote your posts. However, it will require time and effort on your part, so if you’re willing to put in the work, you can maintain your connection to your followers.
Old Tricks On A New Day
The problem that I often see on social media is that many authors are still following rules that don’t work anymore. The hacks, tips and tricks that were supposed to help you game the system years ago may actually be hurting you now. Below, I put together a list of just a few tricks that just don’t work anymore:
Trick #1: Posting Frequently
Several years back when I created my author page on Facebook, the marketing gurus told people to post frequently and that worked, for a while. But social media users complained when spammers and the power users began overtaking their feeds so algorithms were given the task of prioritizing content. This meant that it didn’t matter if you posted 5 or 500 times per day, it would all be ignored if your content wasn’t relevant to your followers. In fact sites like Instagram, Facebook and Twitter have a limit on how much activity an account can have before it’s flagged as suspicious. This means you can be locked out of your account for 24 hrs or even have it suspended indefinitely.
Trick #2: Like Groups & Events
On Chris Syme’s podcast: Smarty Pants, her guest, author Shawn Inmon, talked about the regret he had about holding “like events” where he would invite other people to like his Facebook page. He described those likes as, “An anchor around your neck,” because those people who liked his page, did so, and never returned. You see having a large following but no interaction is pointless on a site like Facebook. The same goes for Twitter and Instagram. As you can imagine, when your followers far exceed your engagement, the algorithms assume your posts aren’t of a good quality and so your content gets less priority.
As if that weren’t enough, this past May, it was reported that Facebook shutdown several large Instagram groups, who were artificially inflating the popularity of certain posts, violating the company’s terms of service. I believe things like this will continue as Facebook desperately tries to clean house after their recent data scandals.
Trick #3: Blindly Following & Unfollowing
I still hear this one being repeated as a sure fire way to get a large following. In fact, there are services that deploy bots which follow and unfollow people en masse to help their clients build up their social media following. As you can imagine this type of technique was abused by shady marketers and now, algorithms are programmed to detect this sort of thing. So if you’re following and unfollowing more than 40 – 50 people per day, it’s possible that you can trigger the algorithms and get locked out of your account for suspicious behavior.
Trick #4: Posting & Running
Most authors are guilty of this and I am no exception, it’s the set it and forget it technique where you use a scheduling app to post on your behalf. However, algorithms these days monitor what people respond to and if nobody is responding to your content then your scheduling is in vain. Today, authors must show up and engage their followers so leave the scheduling for important things like announcing publication dates, sales or public appearances.
Trick #4: Using Quotes
For years authors have been urged to create quotes on stunning backgrounds to get attention. However, that too has become blasé, in fact, it’s actually become a meme on social media:
Visual posts do garner the attention of people but take quotes from your own books. Trust me, famous people don’t need our help to promote them on social media.
Trick #5: Clickbait Headlines
For those of you who don’t know what clickbait is, it’s basically a headline such as: “YOU WON’T BELIEVE WHAT HAPPENS NEXT!!!” which is a ploy designed to get people off of one site and onto a less secure one. Clickbait is a popular technique used by criminals and shady marketers which is why sites like Facebook and Twitter now have rules against it.
Things That Still Work…For Now
Okay, so now that you know what doesn’t work, I’ll explain what does. Surprisingly, it’s not all that complicated but it does require a bit of your time and effort. Below, I have just a few tips to help you to remain visible to your followers:
Tip #1: Creating a Community Group
Groups are nothing new to social media, you can create them on Facebook, Google+ and LinkedIn. As of this date, none of the social media sites have tried to monetize groups—yet! This means the members of your group will see ALL of your posts.
Now I know what you’re wondering, how can you build a group on a site like Twitter? Well that’s simple, you can create your own hashtag around an important topic and build a group that way. If you want to take it a step further, you can even register your own hashtag with a service like Hashtag.org. It won’t mean that you own it or can prevent others from using it but it will mean that your account will be linked to the hashtag. So when people look for it in the search engine, your account will pop up at the top of the results. Neat, huh?
Tip #2: Networking
Okay, I’ve said this before but I’m saying it again, you’re not on social media only to promote yourself. You’re there to establish relationships with your readers as well as book reviewers, influencers and authors in your genre. If you’re doing those things you are one step ahead of 80% of your peers who just auto post.
When I say go out there and socialize, I mean go out and find where the book and writing conversations are and contribute to the discussion. I know authors who set goals of commenting on at least 50 discussions when trying to grow their following or boost their engagement. Most of the time it works for them plus, it doesn’t cost any money. I talked about this in my post: How to Approach & Pitch Influencers several years ago, you might want to give it a look.
Tip #3: Videos
In the past year or so, all the major sites like Facebook, Twitter and Google+ have begun favoring video content. They seem to be trying to amass as much video as possible in order to keep users on their site instead of Youtube, or Snapchat. Now, I know what you’re saying, “I don’t have the money or skills to create a video!“. That’s where you’re wrong. You may not be able to deliver Steven Spielberg work but you can do a basic video where you stream together pictures and add a little text or music like a slideshow.
Most authors can create basic videos using software that’s probably already installed on your computer like Windows 10 Photos, or iMovie. You can even create a basic video on your smartphone with software like Magisto and iMotion.
Tip #4: Live Streaming
Live streaming began in social media with the launch of Periscope, a video app which was acquired by Twitter in 2015. Since then, Youtube, Facebook and Instagram all have their own version of live streaming. It’s still relatively new so it’s given more weight by the algorithms. If you want to see indie authors who have used this feature well check out Mark Dawson and Toby Neal.
As you may have noticed, social media sites like Facebook, Twitter and Instagram are designing their algorithms to keep users on their sites for a longer period of time. Gone are the days where you could put your social media accounts on autopilot and not log in for days. Today, you need to show up and interact with actual human beings. If you don’t, you stand the risk of becoming invisible to your followers. This is the new reality of social media and if you’re not into the whole community aspect of things, then you might have to pony up with some cash in order to stay on minds of your followers.
Now I’m handing the mic to you, are there any social media tips that you find don’t work anymore? Tell us in the comments section.
Last year I heard about a new social media app for bookworms called Litsy, from Writer’s Unboxed. Then I heard about Litsy again on Publisher’s Weekly, who heralded it as the Instagram for books. Needless to say, I ignored it, I really didn’t need to sign up to anymore social media sites. Seriously, I have signed up and abandoned more social media sites than I care to count. However, last month, I got an email announcing that Litsy had been purchased by LibraryThing. Remember them? They were the number three site for bookworms but they kind of fell off the map. So why on earth would LibraryThing buy Litsy? Perhaps they were going to merge platforms, Lord knows LibraryThing’s website is clunky and slow. Plus, most companies buy others for either resources or in order to eliminate competition. I’m assuming it’s the first and not the latter. Anyway, I was intrigued and had to find out what was going on, so shamelessly, I signed up for yet another social media account. *Sigh*
What Makes Litsy Different
Unlike Goodreads and LibraryThing, Litsy is a mobile app like Instagram and Snapchat but with books, of course. What sets Litsy apart is their book recommendations based on real users rather than algorithms. This can be a relief for those who are tired of algorithms and keyword based gate keeping.
Litsy is heavy on images and pretty easy to use, if you can figure out Instagram and Snapchat, Litsy will be a breeze. Once you setup your account, you can choose to start posting reviews, pictures, quotes or even blurbs but be sure your text comes with a picture of some sort. You can find free images to accompany your posts here:
Here Are A Few Tips: Don’t forget to upload a picture of your own book cover if it’s not in their database. You can check that out by going to their search engine and typing either your author name or book title.
Also whatever you do, don’t forget to become a community member of your genre, that’s what social media is all about, so join a book club, or start one of your own.
What Do You Post?
Here is a list of things of ideas on what to post:
Share a short quote from your book
Upload pics of your book cover
Give a review on a book you enjoyed.
Ask a question or for a book recommendation
Problems Authors Might Have With Litsy
Litsy is new and therefore still finding it’s way in the online world, so authors are going to have to grow and evolve along side it. This could be a dealbreaker for some who have come to expect certain sophistication and privileges with more mature social media sites. Here are more cons:
The community size is much smaller compared to Goodreads
There is a limit of 300 characters per post
Members of the site sometimes refer to themselves as Littens. No, I’m not kidding.
There is no syncing between LibraryThing and Litsy yet.
Their database is small making it difficult to find certain books and authors.
People are given a score based on their account activity kind of like Snapchat. This is how they measure influence.
My Personal Experience
I used Litsy for about a month, okay, I lurked for about a month and during that time I followed a lot of interesting people who were passionate readers. Though the community is small, it is engaged. However, you have to get used to the idea of relying on images and not words to get your message across, this means I won’t be posting too often. I don’t have the time to stage a photo shoot with my book nor do I want to scour the internet for images. I’ll use Litsy for only strategic marketing or promotional purposes.
Also as I was writing this article, Litsy announced they were going to be offline for maintenance purposes and it would only affect the app for about two hours. However, once the site was back up, there were major issues, people couldn’t see their notifications, or search the database for basic information. It took a better chunk of the day for them to get the site back up and running normally again. And since their site only allows 300 character posts, they had to take a screenshot of a Facebook post along with an apology. Apparently, even their admins and support staff aren’t immune to the rules.
I’ve never experienced anything like this with an app before. I’m hoping this isn’t a frequent thing with Litsy.
All in all, I think Litsy is a great addition to the online book world. Mainly, because they reach the younger demographic that live on their phones and love to take selfies. Honestly, I believe Litsy could be a good thing for authors writing in the YA and romance genres since their demographic is mostly young and female. However, like Snapchat, Litsy, may take some getting used to but I think it could be worth it for those having a hard time targeting Millennials and Gen Y using other channels.
Well what do you think, have you tried Litsy? If so, let me know in the comments section.
Just say the word Snapchat to an author and you’ll probably get a confused look or a flat-out eye roll. For those of you who aren’t 13 years old, Snapchat is a mobile social media app, and it’s not quite like any other. Snapchat has its roots as a popular sexting app for college kids because the content disappears after 24 hours. And with the proliferation of social media use, many teens were finding their posts and embarrassing photos being used against them when applying for jobs or colleges. This need for privacy and control over personal content triggered what social media marketers have now called: the mass exodus from Facebook, where millions of young people either abandoned or deleted their Facebook accounts.
If you are an author marketing to teens and young adults, then Snapchat is definitely the place to check out. As of 2018, the site boasts of over 187 million daily users reaching 40% of people between the ages of 18-24. It’s gotten so popular that even the White House joined in 2016. Millennials and Gen Z are a demographic that’s hard to reach, and nobody knows this fact better than Mark Zuckerberg, the founder of Facebook, who tried to buy the app in 2013.
Why Snapchat Confuses Older People
Snapchat isn’t like the other social media sites by design, because all posts (snaps) are not permanent. Snaps are deleted after 24 hrs of being viewed (unless you take a screen pic) and those snaps that remain unopened are deleted after 30 days. Snaperchatters are rewarded with points and trophies for account activity, which can be too video gamish for most adults. Another deal breaker seems to be the pointless small talk, as well as Snapchat’s silly photo filters.
As you can see, Snapchat isn’t a place to be serious, so you can’t treat it like Twitter or LinkedIn. That fact alone, disqualifies authors who schedule content and blast it out to all their social media accounts. Those techniques just won’t work on Snapchat, I’ll explain later, but for now, let’s see where authors are tripping up.
Where Everyone Goes Wrong
As I said previously, Snapchat is a spur of the moment type of site. Most young people send private messages and respond to snaps with more snaps of their own. You are often rewarded for keeping threads going for extended periods of time with points which can can earn users the right to access trophies for completing certain tasks or reaching milestones. This is a psychological trick the site uses to keep people on Snapchat for longer periods of time and it works well.
Also, like other social media sites, video is a popular feature however, unlike all the other sites videos on Snapchat are only 10 – 60 seconds long. That means traditional marketing won’t fly here. So not only do you have to be brief, but you need to be interesting in a visual format. This can be a challenge to authors who are used to expressing themselves through the written word. That doesn’t mean it’s impossible, there are authors and book reviewers doing well on Snapchat. But before I tell you who, let’s get the basics down, below, I’ve listed five important steps to getting started on Snapchat.
Step #1: Watch A Few Snapchat Tutorials
For those of you willing to take the plunge into the Snapchat universe, there are several tutorials that you should check out before signing up:
Okay, so you have a basic understanding of Snapchat, now it’s on to the next step and that is getting your first followers. The common advice for building a following is to leverage the ones on your other social media accounts or from your email newsletters. However, if you don’t have either one, you can find Snapchat groups where you can promote your account. Just be sure to mention you’re an author and are looking for people who are into books and be sure to share your snapcode. If you don’t know what that is please, return to step one!
Below are a few Snapchat groups you can check out:
Another way to find Snapchat followers is to go to the search engine of your chosen social media site and enter the words “snapchat” and look for promotional groups. I’ve found Facebook and Google+ to be excellent sources to find Snapchat communities.
Step #3: Stay Away From Third Party Apps
I know a lot of authors want to manage their time wisely on social media and the best way to do that effectively is through scheduling posts. Sadly, Snapchat still wants people to post content directly through their app. This policy will most likely change in the future, as it did for Pinterest and Instagram but for now, users are stuck in a scheduling purgatory. There are scheduling apps that do exist but all of them violate Snapchat’s terms of service. That means your account could be suspended or shut down if you’re discovered using one, which is why I’m not mentioning any of their names here.
Step #4: Find A Few Influencers
Now that you have a few followers, it’s time to start networking with influencers. Since Snapchat doesn’t have a normal directory, people generally go to an app called Ghostcodes. Ghostcodes, is a database of Snapchat users who are looking for followers. They sort out accounts under the categories of; storytellers, entertainment, business and even viral stars. Now, I know what you’re thinking Rachel, didn’t you just say that Snapchat forbids third party apps? The answer is yes, I did, but Ghostcodes isn’t a third party app, which means it’s not an app that links to your account, so you’re free and clear.
For those not interested in being a follower, you can always ask to be featured on the app, but you’ll need to fill out this form.
Other directory apps that are similar to Ghostcodes include:
Since your content disappears after 24 hours, and videos are only 10 seconds, time is of the essence on Snapchat. I know that sounds like a bad thing but Snapchat can be ideal for things like a flash sale or even a cover reveal. The types of content that do best are snaps that are humorous, unique, and relevant. Here are more ideas on the type of things you can create on Snapchat:
A quick author reading
Share advice or tips
Announce a sale, giveaway, or offer a coupon
Share a short quote, or joke
Snap a live event
Upload a book trailer
Create a story based on older snaps or photos from your camera roll. You can introduce yourself, or put together a little slide show explaining your work.
Book People On Snapchat
Despite what you may believe there are YA authors, as well as book reviewers on Snapchat, so it would be wise to watch and observe how they use the site if you’re struggling with ideas. Here is a small list of just some of them, you’ll have to search for them in Snapchat’s search engine:
Zoe Sugg (Author)
In Closing: A Discussion On Bad Marketing & Respect
Teens initially left traditional social media like Facebook, due to lack of privacy and respect. It doesn’t matter that Facebook is the biggest social media site in the world, teens saw that it wasn’t serving their needs so they took off. In fact, social media guru Gary Vaynerchuk, made this comment about Snapchat: “There are two things that are very true when it comes to teens. One, it’s not cool to hang out at the same club as your mom (Facebook). And two, you want to lock your room.” So far, Snapchat covers all these bases.
And while we’re at it, I have to mention a huge mistake I see adults committing on social media and that’s trolling (rudeness and disrespect). You might be shocked to see how many authors love to discuss how dumb and weak Millennials and teens are. Now here’s my question, how can an author despise the very people they’re trying to sell to? YA authors in particular, need to be careful and use tact when addressing tragedies or when giving unsolicited advice. If it’s not from the heart and from a place of understanding, then it’s best to keep it to yourself otherwise, you may come off as a know-it-all or worse yet, a shill. Remember, good marketing requires that you care, and if you can’t do that, then do everybody a favor and just stay on Facebook.
In the past three years, a new type of book marketing has emerged using internet bots which has indie authors buzzing. Now bots have been around for years, but they were only available to those who understood coding or had deep pockets to hire someone else who did. Today, I want to explain the possibilities as well as the pitfalls of this new marketing tool. But before we move on, let me explain what a bot is…
According to Techopedia, an internet bot is piece of software that is programmed to do automated tasks on the internet. This can include things like; answering questions, collecting data, selling products, and pretty much anything else you can imagine. In an article from the Atlantic, it was estimated that more than half of all internet traffic now consists of bots. So you’ve most likely encounter one either on social media or at a major retailer’s site. Internet bots can be a life saver for small businesses, because they save both time and money. Imagine having a bot greet a person who just signed up for your email list right on your website, or who answers questions on social media. Now let’s take it a step further, image a bot conducting a giveaway or doing deep research on your behalf. Neat, huh? Well that’s just the tip of the iceberg when it comes to this type of technology.
The Publishing Industry Is Already Onboard
Last year, Harper Collins launched its own Epicreads chatbot for teens on Facebook Messenger, they also have another bot called, Book Genie both bots offer book suggestions to readers.
The traditional publishers aren’t the only ones getting onboard with social media bots, indie author Nick Stephenson, has a bot of his own on Messenger as well. His bot alerts you to new articles and free video training.
On the Self-Publishing Formula podcast, host James Blatch spoke with indie author Kerry Gardiner, who gave examples of how authors are using bots in order to;
Build up their email lists
Increase their social media following
Ask for reviews
Create choose your adventures for readers
She has a bot of her own which she created for her website called, BookBotBob. On the site readers choose whether they want a free or discounted book. Once the choice is made, the bot eventually moves the conversation over to Facebook Messenger.
Kerry also has a course in which she teaches indie authors the in’s and out’s of creating a bot for Messenger. (Not affiliated.)
The Pitfalls of Automating Your Marketing: A Warning
There are numerous stories of people who have used bots to automate their marketing and failed miserably. The results include situations where bots spouted inappropriate gibberish at random people, to bots that got social media accounts deactivated for violating terms of service. Remember, before creating your bot for a social media site learn about the rules because bots need to be approved before they can deployed on any site. For example, did you know that on Facebook Messenger, promotional content is allowed for standard messaging but not allowed for subscription messaging? Strange, huh? To learn more, check out more about Facebook’s rules and regulations for developers here.
How To Create Your Own DIY Bot
Believe it or not, it’s not that hard to learn how to create a bot, because these days you don’t even have to know how to code to do it. There are several services also that will allow you to create a basic bot for free (restrictions apply). The service that lots indie authors are going gaga over is ManyChat because it’s a free site and easy to use.
Here are just a small list of resources which can help you to design your own bot:
Marketing experts believe that bots are here to stay but there are others who believe that AI devices like voice assistants are the future, and will make bots obsolete very soon. Personally, I can’t say what the future holds but if bots can help make our lives easier now then why not use them? They are much cheaper than hiring an assistant and they don’t need rest nor do they give you (the boss), attitude. If you’re an overwhelmed author who can’t find the time for things like social media or email marketing then bots may be the answer for you.
Last year, I came upon a newish trend in fiction and that was chat fiction. For those of you who aren’t hip to what teens are up to, chat fiction is basically storytelling presented as chat messages. Chat fiction has caught the attention of Wattpad, as well Amazon, who have invested in this new form of storytelling. In fact, some of these companies are actively looking to commission work in order to help populate their catalogs. I’ll get to that later, but first, let me answer the question why?
Why Are Teens Reading Books On Their Phones?
To understand this trend or evolution in storytelling, you have to understand why teens are reading these stories on their phones and not on a laptop, or an ereader like a Kindle. According to a 2013, Pew Research Center report 74% of teens aged 12 to 17, accessed the internet on phones and tablets. Many also reported that they often share a computer with a family member like a parent or sibling. This means that their phones are a personal item they own and don’t have to share. Also, most phones can access the home wi-fi network, so bills won’t be too high.
Whose Idea Was This Anyway?
Chat fiction is a spin-off of cellphone fiction that became popular in Japan during the early 2000’s. Called keitai shousetsu, meaning cellphone novel, this form of storytelling became a phenomenon among middle grade teens and commuters in Japan. Several Japanese authors became very popular by writing poetry, as well as short, serialized stories that people, mainly teens, read on their phones. The most popular cellphone stories were picked up by traditional publishers in Japan, or made into movies, and even anime.
Fast forward to 2012, a tech entrepreneur is on a sabbatical after selling her company, and as you can imagine, she’s writing a book. While writing her YA novel, she has serious doubts as to whether it would resonate with teens and questioned whether kids even read books anymore. So she and her husband did several experiments and learned that teens would read books but only if they were short and intense. We’re talking just a few minutes or less than 1,000 words. So this author had an idea to create stories that kids could read on their cellphones however, unlike keitai shousetsu, these stories would take the form of chat messages. The app she created was called, Hooked and became popular in both the iTunes and Google Play stores. This caught the attention of big companies like Wattpad, who created their own chat fiction app called, Tap and Amazon, not wanting to be left out of the party, created Amazon Rapids.
Hooked is currently looking for authors who can deliver an interactive experience for their readers. That means choose your own adventure type stories as well short, fast paced stories. However, this must all be written in a chat like format, so this will be a challenge for any author. But if you’re up to it, here are some tips when submitting:
Must be familiar with smart phones particularly, chat features
You need to be able to write short fiction, as in three minutes short or under 1,000 words.
Though places like Hooked, accept multiple genres like sci-fi, they say horror and thrillers do best on their site.
The compensation isn’t a change your life type of pay but better than the nothing that the rest of the other apps seem to offer.
Stats About Hooked’s Users
69% of users are between the ages of 18-24.
More than half of their users are female.
The majority of stories on Hooked are user generated but the most popular ones are from commissioned works.
Yarn is also considering paying writers somewhere down the road but as of this posting has yet to launch that project.
Is chat fiction a fad? Who knows, many people thought online fan fiction was a fad but that’s still going strong since 1998. Only time will tell if young people will continue reading on their phones. Although I doubt it, like with most technology, phones will continue to evolve and if you know anything about young people, you know things that are cool now, quickly become obscure. In the mean time, if you’re targeting middle graders or teens and aren’t having a lot of success reaching them, this might be a potential tool for you.
It’s 2018, and 2017 is finally behind us which has a lot of authors wondering, what’s next? Well, I took out my crystal ball and tried to see what the future holds for the publishing industry? Will bots replace authors? Short answer—not anytime soon. Will AI technology replace word processing software like Microsoft Word and Scrivener? In a nutshell—not yet. Do we finally get our jet packs? Again—not anytime soon. So what will change next year? Well, read on and find out…
Prediction #1: No More Superstars
It was pointed out at one news outlet that there were no breakout books in 2017. Many blamed the slow down due to various political elections around the world and although, that could be the case, it could also be an ominous trend. One only has to look to the music and movie industries to see where ours is heading post digital revolution. For the past ten years, shelf space at brick and mortar stores has been disappearing and there are no indications that trend will cease. When Barnes & Noble announced they would focus less on books, and applied for a liquor license, the publishing industry shuddered. Amazon alone, now controls 71% of the ebook market, and accounts for 37% of all print book sales in the U.S. and has no serious rivals as of this posting. This leaves the publishing industry at a huge disadvantage.
Major publishers are finding it harder and harder to introduce new books to the masses which has them turning to their backlists in order to make a profit. Also, it’s been reported over the past few years, that midlist authors are being unceremoniously cut loose by major publishers. So what does this mean to indie authors? It means that the industry is getting careful about their spending and they’re doing everything they can to squeeze every last dime out allof their intellectual properties. Many authors will have to either move on to another line of work, or seriously consider self-publishing. This will ultimately mean more competition for indie authors.
In fact on the Creative Penn, this was discussed and the conclusion was made that the superstars like J.K. Rowling and Stephen King will become a thing of the past. Mainly, because there won’t be any money to invest in an author’s career anymore. This will lead to self-publishing becoming a default setting in an author’s early career. In other words, self-publishing will become the norm and the only way to get a contract with a large publisher. That’s if large publishers can remain relevant.
Prediction #2: Social Media Is Going To Get A Lot Harder
In October, Facebook, began dividing their user’s newsfeeds in two, between personal and promotional posts in an experiment. Without warning, people in six countries found their newsfeeds had changed, dramatically. It was similar to what email services like Gmail and Outlook, did when they divided their inboxes between promotional and primary tabs. Though Facebook says it doesn’t plan on rolling out these changes to every single country just yet, it does makes sense to begin shifting your marketing plan away from your page and possibly focus more on Facebook groups or maybe consider spending money to get your posts seen.
Prediction #3: Authors May Turn To Mobile Apps & Texting Services To Reach Readers Directly
With the effectiveness of email and social media marketing coming into question, those authors who went mobile won’t sweat it too much. Believe it or not, apps and texting services aren’t for big businesses anymore, celebrities, athletes and even musicians are embracing the technology. Romance author, H.M. Ward, said during an interview at the Self-Publishing Formula that most of her readers open her emails on their phones which is why she has a texting service to reach them now. However, she does also say that your list has to be worth it (profitable) to warrant the expense. The good news here is, is that these options are becoming less expensive with each passing year which, is perfect timing for authors looking for a new way to connect directly with their readers.
Prediction #4: AIs Will Make Books More Accessible
You’ve probably heard by now that podcasts and audiobooks are very popular in this busy world we live in. Instead of mindless corporate playlists on the radio, people are listening to niche podcasts and even audiobooks on their way to work, or at the gym. Amazon saw this coming and developed their AI, Amazon Echo, to easily link with their ebooks and Audible library. So readers can now have their audiobooks accessed and played while, ebooks can be read by Amazon’s AI for free. Google and Apple are likely going to follow suit because they also have AIs and a somewhat healthy book catalog. In fact, it’s believed that AI technology will only continue to evolve and affect every area of our lives from healthcare, to warfare. Physicist and author, Stephen Hawking, has gone on record predicting that AIs will eventually take over the world.
Prediction #5: Virtual & Augmented Reality Will Present New Opportunities
In October of 2017, Harry Potter fans were treated to a thrill when Google announced it would be offering on their virtual reality platform Daydream, a gaming adventure based on the book series. Also, this past year, The Washington Post, published an augmented reality article based on the Freddie Gray case. It’s believed that in the future, media outlets will begin using augmented reality more in order to present complex stories. As if that weren’t enough, The Washington Post also has a robot reporter who already published 850 articles. Called Heliograf, it is being used to free up staff from redundant projects as well as helping with big data sets. So what does this all mean?..
It means that it’s not beyond reason that publishers could use this type of technology when presenting both fiction and nonfiction books. Several decades ago, publishers were producing choose your own adventure books where an author would write alternative endings to a story and readers would decided which one they wanted to follow. This was popular for a short while but it may be revived if technology evolves. That could mean interactive books will take on a whole new dimension and authors, as well as publishers, will have a new potential income stream.
It also means that big data is going to play a larger role in aquisitions, meaning data trends will soon play a role in how much a publisher will pay for an intellectual property.
I hope I gave a balanced view of the future, there is a lot for indie authors to look forward to as well as several challenges. Isn’t that always how reality goes? Now, I’m handing the mic to you, if have any predictions of your own, add them in the comment section.