How to Sell Books on TikTok

Showing off that new book of yours on TikTok can turn casual scrollers into dedicated fans and buyers. This is not about stuffy marketing, it’s about a direct line to millions of readers who are actively looking for their next favorite story. We'll walk through exactly how to set up your profile, the kinds of videos that actually get views on #BookTok, and how to find an audience that will clamor for your work.

Why TikTok is a Goldmine for Authors and Booksellers

The #BookTok hashtag isn't just a trend, it's a subculture with tens of billions of views that has reshaped the publishing industry. Unlike other platforms that feel like sterile ad spaces, TikTok thrives on authenticity. Tearful reactions to a plot twist, aesthetic videos capturing a book’s mood, and recommendations from a creator who just loved a story resonate deeply. Readers trust other readers, and on TikTok, authors can be a part of that conversation.

The platform’s real power lies in its discovery engine. You don’t need thousands of followers to have a video go viral. The algorithm is designed to put your video in front of people who are likely to enjoy it based on their viewing habits. If someone watches a lot of fantasy romance reviews, your video about a grumpy dragon shifter finding love has a genuine chance of landing right on their For You Page.

Setting Up Your Author Profile for Success

Your profile is your digital storefront. It needs to be clear, welcoming, and tell visitors exactly what to do next. A confusing or incomplete profile is a quick way to lose a potential reader.

Choose a Username and Profile Photo

Keep your username simple and recognizable. If you're an author, something like @JaneDoeAuthor or @JDSmithBooks works perfectly. If you run a bookstore, use your store name. Your profile photo should be a clear, friendly headshot so people can connect with the person behind the books. People want to connect with you, not just a brand.

Write a Compelling Bio

You have very little space, so make every word count. Your bio should answer three questions quickly:

• Who are you? Example: "Author of the 'Shadowfire' fantasy series."
• What kind of content do you post? Example: "Here for writing updates, book recs & too much coffee."
• What should they do next? Example: "Pre-order my new book at the link below! 👇"

This simple formula removes any guesswork for visitors and establishes your identity right away.

The All-Important Link in Bio

This is where views turn into sales. TikTok allows you to have one clickable link in your bio - use it wisely. Don't just link to your homepage. Direct potential readers to a place where they can easily buy your book. This could be:

• Your book’s specific page on Amazon, Barnes & Noble, or another retailer.
• Your official author website where all purchase options are listed.
• A free "link in bio" tool like Linktree or Beacons, which lets you create a simple landing page with multiple links (e.g., one for each book format, one for your newsletter, one for your website).

Make the path to purchase as short and simple as possible. Every extra click is an opportunity for a reader to get distracted and leave.

Content Strategy: What to Post on #BookTok

A successful TikTok strategy isn't about constantly yelling, "Buy my book!" It's about entertaining, connecting, and creating a community. Once readers feel connected to you and your story, buying the book becomes a natural next step.

Don't Just Sell - Connect and Entertain

Think of the 80/20 principle: Only 20% of your content should be a direct sales pitch. The other 80% should be fun, engaging, or valuable content that makes people want to follow you. People follow creators they like, the sales happen as a result of that relationship.

Proven Video Ideas That Resonate with Readers

Not sure where to start? Here are some video formats that consistently perform well on #BookTok. You can adapt them for almost any genre.

• Book Aesthetics and "Vibes": Let your visuals tell the story. Find a trending audio and pair it with a quick montage of stock videos, images, or your own clips that capture the mood of your book. Is it a dark academia mystery? Think old libraries, rainy days, and whispered conversations. Is it a summery beach read? Think ocean waves, sunny skies, and smiling faces.
• Emotional Reactions (Curiosity is king): Film your raw reaction to a specific scene - preferably from your own book. Use on-screen text like, "Me rereading the chapter I know will destroy my readers" or "I really put this character through it." This generates massive curiosity without giving away any spoilers. Viewers will flood the comments asking what happened.
• Character Introductions: Use popular audio clips or trends to introduce your characters. For example, use a trending interview-style audio and have a text bubble pop up answering the "interviewer's" question as your main character would. It's a fun, low-effort way to bring your characters to life.
• "Read My Book If You Like...": This is one of the most effective strategies for discovery. Use a simple text overlay with a popular song and say something like, "If you loved the enemies-to-lovers in Fourth Wing but wanted more political intrigue, you need to read my book." This immediately puts your book in context for an established audience.
• The 7-Second Plot Hook: The first few seconds are everything. Open with a shot of your book cover and use a compelling text overlay that summarizes your story's hook in one sentence. Example: "Her fake dating arrangement with the billionaire CEO was only supposed to last a month. Then she found out who he really was." Short, punchy, and irresistible.
• Behind-the-Scenes Peeks: Show the human side of being an author. Film yourself unboxing your author copies, signing books for a giveaway, or a quick tour of your messy desk while complaining about writer's block. These moments are relatable and build a strong sense of community.

Technical Finesse: Nailing the Visuals and Sound

You don't need a Hollywood budget or professional gear to make a great TikTok video. The platform favors authentic, in-the-moment content over polished, studio-quality productions.

Keep Your Setup Simple

Your smartphone is all you need. The two biggest factors for visual quality are lighting and stability. Use natural light whenever possible. Sit facing a window - it's nature’s ring light and it's free. If you have a shaky hand, prop your phone up on a stack of books or a simple tripod.

Embrace Trending Audio

Sound is arguably more important than video quality on TikTok. Using a trending song or audio clip can significantly boost your video's visibility. The algorithm often prioritizes content using popular sounds because it knows users are already engaging with it. To find them, just scroll your For You Page. When you hear a sound repeatedly, that’s your cue. Tap the spinning record icon in the bottom corner to save it for your own video.

Craft a Smart Hashtag Strategy

Think of hashtags as signposts for the algorithm. They help TikTok understand what your video is about and who to show it to. Use a mix of broad, genre-specific, and niche tags. A good strategy looks something like this (for a fantasy book):

• Broad: #BookTok, #books, #reading
• Genre-Specific: #fantasybooks, #romantasy, #enemiestolovers
• Book/Author Specific: #[YourBookTitle], #authorsoftiktok

Aim for around 5-8 highly relevant hashtags per video. Stuffing your caption with dozens of irrelevant tags won't help and can look spammy.

Engaging with the #BookTok Community

You can't expect the community to embrace you if you don't participate in it. Building a presence on TikTok means more than just broadcasting your own content - it means becoming a part of the conversation.

It’s a Two-Way Street

Spend at least 15-20 minutes a day just being a user. Scroll through the #BookTok hashtag, watch videos from other authors and readers, and leave genuine comments. Support creators whose content you enjoy. Show up as a fan of books, not just a seller of them. The connections you build will benefit you in the long run.

Reply to Your Comments

When someone takes the time to comment on your video, they want to be acknowledged. Respond as often as you can. A simple "Thank you for the kind words!" or "I'm so glad you're excited!" fosters a loyal audience. For particularly insightful questions, use the "reply with video" feature to create a new piece of content that directly addresses a follower's curiosity.

Collaborate with Book Influencers

Connect with BookTokers who read and review books in your genre. Look for accounts that have an engaged audience, regardless of their follower count. A micro-influencer with 5,000 highly engaged fantasy lovers is often more valuable than a general book reviewer with 100,000 followers who read everything. Reach out with a friendly, professional message. Introduce yourself and your book, and offer to send them a free copy (digital or physical) in exchange for their honest thoughts. Be prepared for a "no," but keep building genuine relationships.

Final Thoughts

Selling books successfully on TikTok comes down to joining a community, not just advertising to one. It puts you in direct conversation with your ideal readers, allowing you to build excitement and connection through creative, authentic, and entertaining videos that show off who you are and what makes your stories special.

Consistency is monumentally important for gaining traction on TikTok, which means coming up with video ideas, scheduling them, and replying to comments can feel like a full-time job. We ran into this problem ourselves, always feeling like we were chasing the content calendar. We built Postbase to streamline that chaos. It has a visual calendar perfect for mapping out a whole #BookTok series and a unified inbox to manage all your comments without switching apps, giving you more time to get back to writing your next book.