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All the Book Marketing Trends You Need to Know



If you're an author self-publishing a book, there are book marketing trends in the post-pandemic world that you need to know. Once you've had your book edited, designed a cover, and figured out how to get an ISBN number, it's time to start working on your publicity and marketing program. Some trending things are a continuation of an evolving media landscape, and others started out of necessity during the pandemic but worked well and are here to stay. If you're planning to promote your book DIY, make sure you've set aside ample time because it's a lot of work; it's even better if you hire an expert publicist.

One of the most significant books PR trends is podcasts' rise (and incredible marketing value). Because most are long-form interviews/conversations, they let listeners get to know you and become more interested in your book. They tend to have niche audiences that are loyal and highly interested in the podcast topic. While it's always good to appear on one with a large audience, sometimes even those with smaller audiences can help sell books because their listeners arrive highly interested. It's also possible for you to create your own podcast for very low prices and promote it on your social media to followers.

The pandemic brought a boom in virtual interviews that is here to stay. They're ideal for authors because they reach the same audiences and eliminate the travel costs of an in-person book tour. The efficiency is not lost on anyone, and shows and audiences more widely accept them than ever before. That said, there is value in in-person appearances, and they are returning to some extent. But the future will be a mix of virtual and in-person, likely with more appearances virtually. The most important factor for authors is the availability of more opportunities to earn sought-after coverage in target media.

Independent bookstores which were devastated by the pandemic are struggling to survive. Because most operate in smaller spaces, people may be wary of attending events at their stores. It impacts authors promoting their books because independent retailers had been eager to host events, and many were able to bring in a crowd. Also, the trend for print newspapers to shut down is continuing. Many have converted to news websites with varying success and audience size. But as most struggle to sell online advertising in similar dollar volume to print ads, their future remains in doubt.

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