Building an online following can be a powerful discovery tool for authors, but books can also go viral without a big following, says Simon & Schuster's Audience Insights Senior Manager Anna Hall. Per Hall, word of mouth and grassroots marketing are two effective ways to create awareness for your book. This includes engaging through local events or book clubs. When it comes to an online presence, she recommends authors consider platforms like Reddit, Patreon, and Kickstarter if they make sense for your book and target audience. A popular feature on the Reddit platform is "Ask Me Anything," which is a live, text-based question-and-answer session where an author invites the community to ask them anything about their life, career, or expertise. In addition, many nonfiction authors and experts find success with Substack and Threads.
Hall encourages authors to do what excites them most so that it feels authentic. The key to success on any platform, she says, is to ask yourself how you can show up authentically.