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How social media can help authors reach more readers

Many authors use social media to promote their book(s). It's relatively easy to do, and the number of social media users represents a huge potential audience.

Several authors I follow use frequent Facebook posts for Kindle titles to attract new readers to their books. John Scherber often uses freebie promotions for titles in his series of murder mysteries. Historian Michael Hogan doesn't offer freebies but he often posts book reviews, especially for history books.

Statistics from a 2021 summary show there are almost 3.5 billion active social media users (https://influencermarketinghub.com/social-media-statistics-2021/). The same summary shows that Facebook dominates social media with more than 2 billion active users who collectively share more than 100 billion messages and 1 billion stories daily. The report shows that 183 million Facebook active users are in the USA.

According to the same 2021 report, YouTube ranks second behind Facebook for active users and Instagram ranks fourth. WhatsApp, Facebook messenger, WeChat, and TikTok climbed into the top seven social media sites, but Twitter has dropped out of the top seven.

Here are two Facebook stats from the report that authors should consider:

  • 96% of users access Facebook via mobile devices. (Statista)

  • 88% of personal account holders use Facebook to keep in touch with family and friends, 33% to get entertainment, 23% to get news, and 17% to follow brands. (Statista)

The reach of posts on Facebook without buying ads has been declining since 2014, and Hootsuite has analyzed the decline and what to do about it. Their advice is primarily for businesses, but applicable to authors. (https://blog.hootsuite.com/organic-reach-declining/)

A few words of caution: Authors who rely on social media platforms are subject to the whims of bots that monitor activity. Unfortunately, social media platforms have deleted untold numbers of author accounts for suspicious activity and have rejected appeals to reinstate the accounts.


Two authors I know who had attracted thousands and thousands of Facebook followers over several years lost access to their FB author pages in 2020 after hacker attacks. Their pages are still visible but are static and in a death spiral because the authors have no way to update the pages or interact with followers.

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