10 Social Media Statistics You Need to Know

Social media is an important part of many successful book marketing campaigns. For authors, social media can help you broaden your audience and increase your reach—exposing more people to you and your books.

If you use social media as part of your book marketing efforts, below are 10 social media statistics that you need to know. In particular, these two statistics stood out for me:

  • 54% of social browsers use social media to research products (this includes books).
  • 49% of consumers depend on influencer recommendations on social media.

These statistics indicate that if you can get your readers and fans to talk positively about your book on social media, sales will follow.

10 Social Media Statistics

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Are You Familiar with TikTok?

Do you write books for Middle Graders or Young Adults?

 

If you answered yes to this question, then its time to familiarize yourself with TikTok.

 

TikTok is one of the fastest-growing social media platforms: The app’s monthly installs

surpassed those of Facebook, Instagram, YouTube, and Snapchat last year. Experts predict that TikTok’s popularity will continue to grow.

 

TikTok allows users to create and share micro-videos—up to 15 seconds long—and enhance those videos with songs as sound effects. Video content is extremely popular with Generation Z—the generation of digital natives.

 

Check out this infographic to familiarize yourself with this important platform for reaching your target audience.

 

 TikTok Infographic

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Two Truths You Should Know About Social Media

81% of Americans now have a profile on at least one social media platform. Social media has become as integral to our lives as cars and telephones. If you are an author, you cannot afford to ignore social media.

In today’s world, you are expected to have a website on the Internet if you sell or provide any type of service. The Internet is the new Yellow Pages. This same expectation is now being extended to social media.

Two truths about social media

It is common for people to ask you for your phone number, email, or website URL. However, now I am running into more and more people who ask to connect with me on social media instead of wanting my phone number or email address.

For years, publishers and authors have been using social media to expand their reach and connect with their readers. Social media is still a great tool for doing these things. To use social media effectively, let these two truths to guide you.

1.  Expect to Spend Money for Exposure

The social media platform that you use controls your exposure. Every social media platform employs algorithms. These algorithms determine who sees what you post. In other words, every time you make a post on a social media site, not all your friends or followers see what you have posted.

In fact, the algorithms on these sites (especially Facebook) are designed to narrow your exposure to those friends, fans, and followers who interact with your posts the most. Thus, your reach becomes narrower and narrower until it only touches those people who already are invested in you and your books.

Through algorithms, each social media platform decides what content they want to highlight and bring people’s attention to. For example, Facebook has decided that they are going to focus more attention on Groups and Events moving forward. In addition, Facebook, YouTube, and Twitter have all participated in censoring users based on various political and religious views.

social media

Facebook is especially notorious for their changing algorithms and decreasing post reach. On average, in 2012, any given Facebook Page post only reached roughly 16% of the Page’s fans. In 2019, that reach has plummeted to less than 6%.

Social media platforms make their money off of ads. To increase ad revenue, they have slowly decreased post exposure, creating a pay-to-play atmosphere. In other words, it is becoming increasingly difficult for businesses, artists, authors, and the like to make an impact on social media without spending money on marketing on these platforms. Fortunately, you don’t have to break the bank on social media ads to increase your exposure and experience some success.

2.  Video Is Dominating

According to Cisco, video will account for 80% of all internet traffic this year. Due to the increase in video consumption online, Facebook, Instagram, and even Twitter are pushing videos. In other words, these social media sites give more exposure to videos than static posts.

Video, whether recorded or live-streamed, has become increasingly necessary to maintain a wide-reach on social media sites. Whether you like it or not, to remain visible on social media, you need to use some video.

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Photo courtesy of stevepb.

Hashtags: Use Them or Lose

The other day, I showed my teenage son a post on my Instagram feed. He took my phone and started looking at my Instagram account. Then he said, “Mom you have more followers on Instagram than I do.”

I am not a serious Instagram user. I have been messing around a little with Instagram since last fall. I am not seriously spending time on the platform. Mostly, I play with it to learn more about how to use it effectively.

Instagram hashtags

My son is social media savvy. He runs a YouTube channel. He has a Twitter and Instagram account. He is active on Reddit and Discord. He is no slouch when it comes to social media.

So, I asked him, “Are you using hashtags with your Instagram posts?”

His response was what I suspected. He told me that he was not using hashtags since he is mostly using Instagram to follow and communicate with his friends.

I explained to my son that this is why I have more followers on Instagram than he does. While I do not post much, when I do, I use hashtags. On Instagram (like Twitter) hashtags are how people discover you and your content.

Instagram makes using hashtags easy. When you type the # followed by a word in an Instagram post, Instagram brings up a list of popular hashtags containing that word. You can choose as many hashtags to use from this list as you like.

For example, if I post a picture of my new puppy, and I type #puppy, the following options come up:

Instagram Hashtags

  • #puppy
  • #puppylove
  • #puppytraining
  • #puppyforsale
  • #puppyfun
  • #puppypic
  • #puppyworld
  • #puppydog
  • #puppylover
  • #puppystagrams
  • #puppypaws
  • #puppylife

I then choose the most popular ones that fit best with my image.

Hashtags can also help you find useful information and resources. You can also use hashtags to find authors and other influencers to collaborate with. When I recently posted a picture of my puppy, I received the following comment on the post.

Influencers on Instagram

This company does not follow me on Instagram. Instead, they found me through the puppy hashtags I use on my posts. Clearly, they are using these hashtags to find people who might be willing to showcase their doggy products on Instagram so they can increase their exposure for these items.

You, too, can search on Instagram using hashtags. For example, if you are looking to find more reviewers for your book, you can find book reviewers by using some of the following hashtags:

  • #bookrecommendations
  • #bookreviewer
  • #bookreviewers
  • #bookreads
  • #booksreviewblogger
  • #bookreviewersofinstagram

Hashtags help you gain exposure and acquire more followers as well as finding other authors to collaborate with. So, use them. Use lots of them.

On Instagram, you can use hashtags generously. It’s acceptable to use multiple hashtags in your posts. In fact, you can use up to 30 hashtags per post, but experts say nine hashtags a post is ideal. The more hashtags you use, the more people will see your posts. The more people see your posts, the more your audience will increase and you can gain more exposure for you and your books.

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Photo courtesy of Energepic.com.

Are You Using Social Media Correctly?

Contrary to popular belief, social media is not a marketing channel.

You are probably thinking, “What?! I thought social media is how you build an audience for books.”

Exactly! Social media is an audience building tool, not an advertising tool. Unless you are purchasing ads on social media sites or offering your followers an announcement or special on your books, the information you share via social media should not be broadcast marketing messages.

Many authors don’t understand this concept. These authors use social media to shout about their books. Recently, an indie author had the courtesy of asking if she could post about her book on Christian Small Publishers Association’s (CSPA) Facebook Page.

This author wrote:

“Good evening! I’d love to post a blurb about a faith-based children’s book that I wrote and published on your Facebook page. Is this something you allow publishers to do?”

I wrote her back and informed her that the purpose of CSPA’s Facebook Page was a place for sharing information and encouragement related to publishing and marketing Christian books, not a place for book promotion. The author then asked:

“Do you happen to know of any Christian associations that do allow promotion for books of faith? I have self-published and am having a hard time getting the word out there.”

This author was not a Member of Christian Small Publishers Association (CSPA) nor are the Members of CSPA her target audience. She has no relationship with the audience for the CSPA Facebook page and was simply trying to use the Page to advertise her book.

Getting the word out about your book is not an easy task. However, posting information about your book on various social media pages, wall, and feeds is not the answer to this problem.

Social media is not a sales channel. Rather, social media is a marketing support. It is best used as a channel to amplify your message and broaden your visibility and exposure.

It’s like being a speaker at an event. As a speaker, you are there to share information and entertainment with the audience. Yes, you can mention your books, but that is not the focus of your talk. Instead, you are sharing your knowledge and experience with the audience.

Social media is to marketing what the microphone is to your speaking. The microphone allows more people in the audience hear what you have to say. The same is true for social media. It makes what you are already saying louder so more people can hear.
People do discover products on social media and then buy them. In fact, one survey found that 78% of surveyed adults discovered a product on Facebook (compared to 59% on Instagram and Pinterest). Over half of these people ended up buying the product later, but only 11% did so immediately.

As an author, you want to use social media to develop an audience that trusts you and looks to you for answers. These answers come in the form of your books. If you use social media correctly, you will enlarge your audience and expose more people to your books—and some will buy!

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