October 9, 2023
We can embrace the trends in book marketing without embracing the trends in book writing.
Although tiktok trends can seem silly and unsophisticated, writers and publishers should not be overlooking them when building out a marketing campaign for an upcoming book. For anyone not on tiktok, I’ve provided examples of some current tiktok trends:
Lit. Industry Trend Hesitation
When it comes to trends in general, author’s are weary about implementing them into their work. Trend-forecasting on tiktok for the content of an author’s next book would be a misstep as trends are fleeting; by the time their book is finished, the trend that inspired it will likely have passed. In this blog post, I am not pushing back on that logic. Rather, I am encouraging the literary industry to consider joining in on the tiktok trends as a marketing tool to be used in the post-writing stage. Meaning, I am not advocating for “Girl Dinner” to be the subject of the next great American novel (although, I would be curious..).
The Multiplier Effect
When a user jumps in on a viral Tiktok sound trend, the user’s video automatically goes into a collection of the other videos using the same sound. The videos in this collection end up receiving tons of views from people who are into the trend and want to see all the interpretations of it. Therefore, authors’ and their teams’ can get their book content in front of exponentially more eyes by way of these viral sound collections.
Topic Inclusivity and Viewer Diversity
Conveniently, the application and interpretations of the various trends are typically broad. Meaning, people apply the trend prompts to a vast range of topics; “Oh my goodness I love this question” is used for videos about food, art, wellness, anything! The broadness allows for an author to join in on the trends while still putting out authentic, pertinent book content, rather than stretching the trends to apply to their book unnaturally. Given that, the people influenced to look more into an author’s book based on their trend content would not be dissuaded from buying it based on an author’s other content. Or, those that buy an author’s book after seeing their trend content won’t feel misled when they actually read the book.
Importantly, the people who are interested in trends are not one-dimensional. In fact, by definition, these “viral” trends draw in so many people that the odds of reaching people that would connect with an author’s book are likely. That being said, before selecting a trend to join in on, authors can browse through the other videos in the trends to see the primary demographics they are drawing in.
Also, from the users’ perspective, if an author wrote a book and has the capacity to understand current trends and join in on them, a fan of that trend will know definitively that they share one thing in common with the author (one more thing than most people feel towards authors before reading their books). This connection can propel a user to buy a book under the notion that they share a sense of humor or a shared interest in a viral tiktok trend to the author.
Example Viral Trend Marketing Plan:
Don Miguel Luiz The Four Agreements
If you understood all the tiktok references in this blog post, congratulations you’ve mastered Tiktok! So now it’s time to scroll less and read more! 🙂