7 Key Book Promotion Strategies for Marketing Young Adult (YA) Titles

There is no question that the Young Adult (YA) genre has taken the book world by storm. Gone are the days when the only titles that fit into this genre were dystopian fantasies, or when the only readers were teenagers. The YA genre has evolved—and continues to evolve—along with its readers and their tastes and now includes more realism, romance, diversity, and inclusivity than ever. As a result, the number of YA books published and sold each year has exploded.

So what can YA authors do to set their book apart? Here are four key book promotion strategies to keep in mind when it comes to this popular genre.

1. Make a strong first impression with a cover reveal. 

A great way to attract an audience and build buzz about your book before it launches is to plan a book cover "reveal." A cover reveal is an effective way to make a strong first impression, offer a sneak peek alongside opportunities to pre-order, and give readers a visual way to set your book apart from others. Whether you host your own reveal or partner with a media outlet or influencer who appeals to your target audience, don’t forget to promote the reveal ahead of time across your networks, social media platforms, and in your email newsletter.

2. Offer readers something exclusive.

Let’s face it: exclusivity is exciting! Consider the following ideas: 

• Offer an exclusive excerpt from your book as a way to give readers a taste of your writing, build and maintain a solid fan base, get people talking about the book, and—of course—entice them to buy it. When selecting your excerpt, imagine what you would want to read as the consumer. Don’t forget that exclusivity is key. Your excerpt should be one that they cannot access elsewhere through book descriptions and blurbs.
• Take advantage of IngramSpark's shareable purchase links! You can sell your book directly to readers by creating these links and offering special discounts or flash sales to specific readers on your social media accounts, author website, and more! The best part? Even at discounted prices, you can earn more on each book you sell. 

3. Get involved in the community.

One of the best ways to reach YA readers is to become involved in their communities. When mapping out your book marketing strategy, don’t forget to tap into these communities by attending book festivals, planning school visits and readings, and making sure you are as active as possible on social media. A little research and outreach goes a long way when it comes to securing your spot on the YA stage—and on "to-read" lists!

Here are some thriving Facebook groups specifically for writers of Young Adult fiction.

AAYAA (An Alliance of Young Adult Authors): AAYAA offers writer support and guidance. Self-promotion is not allowed, but this group can help you connect with other writers in the YA community.

Young Adult Book Publicity and Book Club: Composed of writers, readers, and fans, The Young Adult Book Publicity and Book Club encourages promotion and publicity. 

YA YA (Young Adult Books): YA YA is dedicated to authors and readers of young adult books. Self-promoting posts are allowed, just be sure to keep them age-appropriate.

Books for Young Adults & Children: Books for Young Adults & Children is a group catering to younger audiences that provides a community to share your YA novel with. Authors and readers are encouraged to post.

4. Remember, bloggers are your best friend.

Trade publications are important, but bloggers and online outlets also reign supreme when it comes to securing meaningful coverage for YA titles. In the past, many authors have turned their noses up at blog reviews, but this outlook has shifted drastically as digital media has become the go-to for Millennials and Generation Z.

Bloggers, influencers, and online outlets have dedicated followers who trust their recommendations and will make purchases based off of them. The takeaway here is simple: go where your readers are.

5. Help new readers find you with hashtags.

Hashtags may have started on Twitter, but they have proliferated to every social media platform. They can be quite helpful in marketing your book and allow you to better reach your target audience. Look at what your favorite authors and books are using as hashtags and use those that are relevant to your book. Here are some popular ones to start with:

#BookMarketing

#comingofage

#indieauthors

#kindle

#kindledeals

#mustread

#teenlit

#teenread

#YA

#yaauthor

#yafantasy

#yalit

6. Pursue local press.

Befriend local news in your town, including news journalists and regional magazine writers. If you get noticed by the local press it make catapult you to an even larger audience. Local reports are often eager to interview local authors. Approach them with an angle that is specific to you and your book. For instance, maybe your book is set in the town or something your town is known for is featured in your book. And make it convenient for them to learn about and get in contact with you by having a press kit available on your website.

7. Appeal to binge readers.

Many readers will find an author they love and then search out and read everything that author has written. (Most of us at IngramSpark have done the same thing.) Creating a series in the YA genre is very popular and is easier than with some other genres. YA readers will often be looking for the next, and the next, and the next book once they find you, and with each book, you gain exposure and create loyalty among your readers. You can even market your previous books as back cover art or by listing them by title on the second page. Teasing the next book in a series is a great way to drive engagement.

If you’re a YA author, congratulations, you’re in a hot genre full of opportunities and possibilities!