Since the pandemic began my already sporadic social media forays sputtered to a halt – partly because I had nothing to say and partly because of the strange sense of apathy and introspection that seemed to accompany the social withdrawal associated with pandemic lockdowns. Now that I just got my second vaccine shot (yay!) and my boys are back to in-person school it’s time, it’s probably a good time to reassess my social media presence (or non-presence as the case may be)…which got me thinking about the whole issue of marketing and book promotion in the pandemic and post-pandemic world.
Sadly, some authors had the misfortune of having a book come out right when everything went into lockdown – which must have been extremely challenging. Even before the pandemic though many writers had already moved away from in-person book events (which rarely had great attendance levels anyway!) and turned to the virtual world to help bolster their marketing efforts. For many book-related businesses adapting to the pandemic was a necessity – one that was also accompanied by a host of new opportunities and options (I mean who would have thought about Zoom based author events before?!). Over the last year, I’ve been particularly impressed by how bookstores like Murder by the Book have adapted to the pandemic situation, holding virtual author interviews and other events, which I think helps foster an ongoing sense of community and support. The question is, what lasting (or at least lingering) effects will the pandemic have on the way authors (and bookstores) market and promote their work?
I still see author newsletters in my email, and many of my favorite writers are active on at least one social media platform. Only occasionally do I see a book promo video in social media, and print ads still seem reserved for the bestsellers. While there is obviously growing interest in online author events (like author Zoom visits to book groups) – it will be interesting to see how these pan out as we move into the ‘new normal’. You only have to look at the rise and decline in author/writing related blogs to see that there is constant evolution when it comes to marketing/promotion and connection building within the writing community. We here at TKZ are one of the few writing blogs that have really withstood the test of time (I remember how many more blogs there were when we first started out!) which indicates just how much the online landscape for books/authors continues to change.
So, TKZers what marketing or social media changes are you seeing for authors as a result of the pandemic? Has Covid changed the way you market and promote your own books? Looking to the future, what do you think the ‘new normal’ might look in terms of author/book marketing and promotion?