Social media for authors and publishers: a practical guide for 2026

Readers find books through people they trust: friends, booksellers and other readers online. Social media lets an author become one of those voices and lets a publisher keep a list of readers interested in a genre between releases.

Instagram suits cover reveals, shelves and short quotes. TikTok has a large book community where readers share reactions and recommendations, so short videos about tropes, characters and the writing process can travel far. Facebook groups and pages suit older readers and local events. YouTube suits longer interviews and writing advice, and LinkedIn suits non-fiction authors and publishers working with business readers.

Most book promotion happens in the weeks either side of publication. Keep a light weekly rhythm all year so there are readers already waiting when launch day comes.

1. Three months out: announce the title and share what the book is about in one line.
2. Two months out: cover reveal and pre-order link, with retailer options.
3. One month out: short excerpts, character introductions and early reader reactions.
4. Launch week: publication day post, events and thanks to readers and booksellers.
5. After launch: reader photos, reviews, book club questions and paperback news.

• Weekly between launches: one post about writing, one about reading, one about the book.
• Ask booksellers and libraries before tagging them in event posts.

Check your contract before posting long excerpts or the cover. A publishing contract may give the publisher rights in the text and the cover design, and the cover image may belong to an illustrator or photo library, so ask what you may share.

Quoting other books needs care. In the UK, the Intellectual Property Office says fair dealing for criticism, review and quotation is allowed with a sufficient acknowledgement, and that the test includes whether the amount taken is reasonable and whether the use affects the market for the work. In the US, the Copyright Office says there is no formula for a predetermined number of words that is safe. Copyright in written works in the UK lasts 70 years after the author's death, so classic quotes are not always free to use.

Book videos often add a trending song. TikTok says businesses should use its Commercial Music Library for commercial activity, and Meta's music guidelines say commercial use of music needs the appropriate licence. Authors posting to sell a book should treat themselves as a business here.

• Keep quotes from other authors short, accurate and credited.
• Post your own excerpts only with your publisher's agreement if they hold the rights.
• Use licensed or commercial-library music in book videos.

Sources: GOV.UK (Intellectual Property Office): Exceptions to copyright, checked 15 October 2026; U.S. Copyright Office: Fair use index, checked 15 October 2026; GOV.UK: How long copyright lasts, checked 15 October 2026; TikTok Ads help: Commercial Music Library, checked 15 October 2026; Meta: Music Guidelines, checked 15 October 2026

Sending advance copies to readers and creators is normal. What matters is that their posts say so. The ASA says content is advertising when a brand gives something of value, including gifted products, and wants a clear 'Ad' label up front; it says 'Gifted' alone is unlikely to be clear enough. The FTC says free products generally need disclosure, and that 'Gifted by' plus the brand name should be enough when a free product is all someone received.

Reviews need the same honesty. The US FTC's rule bans fake reviews, insider reviews without a clear disclosure of the connection, and incentives conditioned on a review expressing a particular sentiment. Retailers and review sites have their own rules about reviews from authors, family and friends, so read them before asking anyone for a review, and never swap reviews with other authors.

• Tell everyone who gets an advance copy that you would welcome an honest review, good or bad.
• Ask creators you pay or gift to label posts clearly at the start.
• Do not review your own book or ask family to do it.

Sources: ASA AdviceOnline: Recognising ads, social media and influencer marketing, checked 15 October 2026; FTC: Endorsement Guides, what people are asking, checked 15 October 2026; FTC final rule banning fake reviews and testimonials (August 2024), checked 15 October 2026

Readings, signings and festival talks give you strong posts before and after. Post the date, time, venue and full ticket price. In the UK, the CMA says a social media post can be an invitation to purchase and that mandatory charges such as booking fees belong in the total price.

Children's authors often visit schools and libraries. The NSPCC advises consulting children about photos, getting parental consent for under 16s and not supplying names with images. The ICO says pupils or parents must be told how photos will be used. Let the school take and share photos under its own policy, and only repost what it has cleared.

Sources: CMA: Providing clear and accurate information about prices (summary), checked 15 October 2026; NSPCC Learning: Photography and sharing images, checked 15 October 2026; ICO: Taking photos in schools, checked 15 October 2026

Writing time is precious, so batch your social media. One afternoon a month is enough to plan and draft most posts.

Disclosure: this guide is published by Zolyp, an AI social media manager. Zolyp plans a calendar around your content pillars, writes and designs each post, and schedules it to Instagram, Facebook, LinkedIn, Google Business, X, TikTok, YouTube, Pinterest, and Threads. You start in review-everything mode, so nothing goes live without your approval. Brand Brain can hold your series names, your tone and topics you never discuss, such as spoilers, but Zolyp does not check rights in excerpts or covers, so confirm them before you approve a post. Plans start at $29/mo. Everything in this guide works just as well done by hand.

• Week 1: list events, deadlines, sales and reading days for the month.
• Week 2: write three short posts about the writing process.
• Week 3: share reader photos and reactions, with permission.
• Week 4: check which posts led to pre-orders, sign-ups or event bookings.