How to Promote Your Book on TikTok

TikTok is selling more books than any online ad, media placement, or bookstore display, and it’s all happening organically through the power of readers. Harnessing this platform can feel like a mystery, but it boils down to creating authentic content that connects with book lovers. This guide will walk you through exactly how to set up your profile, what types of videos to create, and how to build a community that genuinely wants to read and champion your work.

What is #BookTok and Why Does It Matter?

Before creating a strategy, it's important to understand the community you're joining. #BookTok isn't a marketing channel, it's a massive, reader-driven subculture on TikTok where people share their passion for books. Videos range from heartfelt reviews that bring viewers to tears, to funny skits about character tropes, to aesthetic montages that capture a book's mood. Its influence is so profound that it directly impacts bestseller lists worldwide.

Why is it so powerful? Two main reasons:

• Emotional Connection: #BookTok thrives on authentic reactions. Users aren't describing a plot, they're showing themselves crying over a character's death, laughing at a hilarious scene, or staying up all night to finish a fast-paced thriller. This raw emotion is more compelling than any book summary.
• Hyper-Specific Niches: The TikTok algorithm is incredibly good at connecting viewers with niche content. Whether you write "enemies-to-lovers fantasy romance" or "cozy mysteries with a talking cat," there is a pocket of #BookTok waiting for you. Readers find your book because your videos speak their very specific language.

As an author, your goal is to join this conversation, not interrupt it with ads. It's about showing readers why they will feel something when they pick up your book.

Setting Up Your Author Profile for Discovery

Your TikTok profile is your digital storefront. It needs to tell visitors exactly who you are and what you write in a matter of seconds. Here’s how to optimize it.

1. Choose a Clear Username and Profile Picture

Your username should ideally be your author name (e.g., @AuthorName). If it's taken, try variations like @AuthorNameBooks or @AuthorNameWrites. Avoid confusing usernames with lots of numbers or underscores. For your profile picture, use a clear, high-quality headshot where you look friendly and approachable. People connect with people, not logos.

2. Craft a Compelling Bio

You have a small space to make a big impact. Your bio should state three things clearly:

• Who you are: "Author of..."
• What genre/niche you write in: "I write dark academia thrillers." or "Lover of all things fantasy romance."
• A call-to-action: Direct people to the one link that matters most, whether it's your latest book, your website, or your newsletter signup.

Pro Tip: TikTok only allows one "link in bio." Use a service like Linktree or Beacons to create a landing page that houses multiple links, so you can point followers to your books, website, and other social media accounts.

3. Switch to a Creator or Business Account

A personal account is fine, but switching to a free Creator or Business account unlocks valuable analytics. You'll be able to see video views over time, follower demographics, and - most importantly - what days and times your audience is most active on the app. This information is vital for scheduling your posts for maximum reach.

TikTok Content Ideas That Actually Sell Books

The golden rule of TikTok is to entertain, educate, or inspire. Aim for content that hits one of these marks, and you'll find an audience. Avoid posting videos that just say, "Buy my book!" Instead, try these proven content pillars.

Pillar 1: Show the Feeling, Not the Plot

People buy books based on the emotional promise. Your job is to create videos that give them a taste of that feeling. Focus on tropes, vibes, and characters.

• "If you like..." Videos: This is a #BookTok staple. Create a quick video with on-screen text like, "If you like rivals-to-lovers, magical universities, and a touch of betrayal... you might like my book." Use a trending sound to make it shareable.
• Aesthetic Montages: Find a popular, moody song on TikTok and pair it with a fast-paced slideshow of stock images or short clips that represent the vibe of your book. Think dark castle corridors for a fantasy novel or hazy summer fields for a contemporary romance. End the video with a shot of your book cover.
• Character skits (POVs): Create a short Point-of-View video as if you're one of your characters experiencing a key moment. Use on-screen text to set the scene: "POV: You're a palace guard who just realized the princess is planning a coup." This hooks viewers into the story's conflict without giving away spoilers.
• Book Quotes Paired with Music: Grab a powerful one-liner or a heartbreakingly romantic quote from your book. Display it on screen over an atmospheric video (like rain on a window or a crackling fire) and pair it with a trending emotional song.

Pillar 2: Bring People Behind the Curtain

Readers are fascinated by the writing process. Sharing your journey as an author helps build a strong, personal connection with your audience and makes them feel invested in your success.

• "A Day in My Life as an Author": Film short clips of your day - making coffee, staring at a blank page, writing frantically, packing up book orders. This type of content is highly relatable and humanizing.
• Unboxing Your Author Copies: The moment your printed books arrive for the first time is pure gold. Film your genuine reaction - the excitement, the tears, the overwhelm. This video is all about sharing your victory lap with the people who support you.
• Answering Reader Questions: Use TikTok’s Q&,A sticker to invite questions from your followers. You can then create video replies answering questions about your inspiration, writing habits, or characters.
• Share the Struggle (and the Wins): Talk honestly about writer's block or the pain of editing. Then celebrate when you finish a chapter or get a great review. Authenticity builds trust.

Pillar 3: Interact with the #BookTok Community

Don't just post content into a void. TikTok is a social platform, and the best way to grow is by engaging with the trends and conversations already happening within #BookTok.

• Use Trending Sounds in a Bookish Way: Scroll your "For You" page and listen for popular audio clips or songs. Ask yourself, "How can I relate this to my book, my characters, or the experience of writing?" A popular comedic sound can be used to poke fun at a common writing problem.
• Duet or Stitch Reader Reviews: If a #BookTok creator reviews your book, use the Duet or Stitch feature to film your reaction and thank them. This shows you're listening and appreciate your readers, and it exposes your work to that creator's audience.
• Talk About Other Books You Love: You're a reader first! Make videos recommending books in your genre. This establishes you as a trustworthy voice in the community and attracts readers with similar tastes - your ideal audience.

The Technical Stuff: Hashtags, Sounds, and Consistency

Creating great content is half the battle. The other half is making sure the algorithm shows it to the right people.

Hashtag Strategy

Hashtags tell TikTok who to show your video to. A good strategy uses a mix of broad and specific tags. Aim for 3-5 hashtags per video.

• Broad Tags (1-2): #BookTok, #books, #authorsoftiktok. These have huge audiences.
• Genre Tags (1-2): #FantasyBooks, #RomanceReads, #ThrillerNovel, #DarkAcademia. These help narrow down the audience.
• Specific Tags (1): #EnemiesToLoverstrope, #YourBookTitle, etc. Ultra-niche tags targeting your ideal reader.

The Power of Trending Audio

Using trending audio is one of the single most effective ways to boost your video's visibility. When you use a popular sound, your video is grouped with all other videos using that sound, giving it another way to be discovered. To find trending sounds, just pay attention to audio that you hear repeatedly while scrolling the app, or look for the little upward-trending arrow next to a sound's name.

Finding Your Cadence

You don't need to post multiple times a day. Consistency is more important than frequency. Start by aiming for 3-5 high-quality videos per week. Check your analytics to see when your followers are most active and try to post an hour or two before that peak time. Don't be afraid to experiment. The most important thing is to pick a schedule you can genuinely stick with to avoid burnout.

Final Thoughts

Promoting your book on TikTok isn't about mastering complex marketing tactics, it’s about sharing your passion authentically and connecting with readers on a human level. Show the emotion of your story, take people behind the scenes, and engage with the #BookTok community, and you'll find an audience that's excited to champion your work.

Managing a consistent content schedule can be a lot to handle on top of writing. Because legacy social media tools were never really built for video formats like TikTok, we created Postbase to make the whole process feel less chaotic. I personally use our content calendar to visually plan out my videos for the week, which allows a single upload to be scheduled across TikTok, Reels, and YouTube Shorts. It helps keep me on track without getting sidetracked by my feed every time I open an app.