Facebook Marketing for Indie Authors
So, you’ve written the book and made your indie author’s website and accompanying social media pages. Now what?
I often laugh when those who’ve not written a book remark, “Writing the book was the hard part.”
Uh, no. Writing the book was the easy part. Sure, we struggled. We spliced our commas, argued with editors, and we may have questioned our cover designers once or twice, but outside those general foibles, writing is NOT in any way… the hard part.
Convincing readers to buy the indie book… is.
And at the tip of the indie book-selling spear glints the marketing. Marketing is the hard part.
A few things I’ve learned while pushing washers for Sears and bird seed for trendy aviary stores: Marketing is no longer satisfied with signs on doors or waving flags in front of plate glass windows. Marketing is on social media now. Online. In cyberspace. Comfortably tucked inside Facebook.
As of 2023, a whopping 93% of businesses market on Facebook and indie authors who ignore this marketing outlet miss out on possible sales. Since my target reader market uses Facebook as their primary social media outlet, I’ve geared my indie author marketing strategies to answer Facebook’s applicable trends.
Let’s break down Facebook’s preferred content.
Preferred content is content Facebook’s ever-picky algorithms define as show-worthy, and Facebook affords these posts more reach because they feed the feeds.
Facebook designed its algorithm to prioritize engaging and relevant content for individual users. While the algorithm's workings are not publicly shared, some types of content generally tend to perform well on the platform. Here are some content types that usually receive higher reach and engagement on Facebook:
High-quality visual content: Eye-catching images, Reels, and graphics perform well on Facebook. Use visually appealing and shareable content that captures attention and stands out in the news feed. Photos or Facebook Reels depicting indie author interactions with pets, natural surroundings, and family are terrific options.
Relatable stories: Content that tells compelling stories, evokes emotions, or connects with people personally tends to resonate with users. Have an indie author writing, editing, or publishing problem? Talk about it. Share your successes and downfalls. Not only can authenticity and relatability generate higher engagement and shares, but you might also get terrific advice from other indie authors!
Educational and informative content: Have you learned something fellow indie authors or readers may find helpful in their writing or reading journey? Dish it! Information, tips, tutorials, or industry insights can attract and engage users. Focus on sharing content that adds value and helps your target audience solve problems or gain knowledge.
User-generated content (UGC): After experimenting with available shared content (particularly memes shared from other indie author pages), I've discovered Facebook prefers unique content (memes, polls, etc.) generated/created by the page owner and shared via guests on their page. Making your own content and encouraging users to share your UGC—related to your brand or products—can generate organic reach (Facebook loves its organic reach) and engagement. UGC fosters a sense of involvement within the indie author and reader community, which can lead to higher visibility and reach.
Live videos and real-time content: While many indie authors are not fans of splashing their faces all over the internet, the fact remains that Facebook's algorithm favors live videos and real-time content. Live videos can create a sense of urgency, generate real-time interaction, and attract more viewers, resulting in increased reach. Smile indie authors! Mug for your iPhones!
Interactive content and polls: Indie author polls provide perfect opportunities for community engagement on an author's page. Content such as polls, quizzes, or interactive posts, encourages participation and engagement from readers and other indie authors, and can help increase reach.
Since Facebook's algorithm continuously evolves, tending an indie author's page can be a chore. However, setting aside one day a week to check your content's performance, analyze your audience's preferences, and adapt your marketing strategy is a great way to stay on top of those changes. Experimentation and understanding your target audience's interests and behaviors will help you optimize your content for maximum reach on Facebook.
Now, get out there and sell some books, indie authors!
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