When self-publishing a book, one piece of marketing advice will come up time and time again: secure reader reviews. People reading, enjoying, and talking about your book is a strong social proof signal for potential readers. (If you’re not familiar with the term, social proof is the idea that people are more likely to trust or try something if they see others doing the same.)

But while reader reviews should absolutely remain a focus of your marketing efforts, they're far from the only way you can build credibility and trust. In this post, we'll explore four alternative marketing tactics that can help indie authors build compelling social proof.

1. Collaborate with Book Influencers

One of the best forms of social proof is an endorsement from someone who’s already earned the trust of your target readers. Today, that often means book influencers on platforms like TikTok and Instagram — but it can also mean book podcasters, YouTubers, or even genre-adjacent authors who share your audience. 

Start by shortlisting a few creators who align with your book’s “vibe.” Don’t overlook micro-influencers: that is, creators with a small but highly engaged audience. A romance micro-influencer with 5,000 loyal fans might drive more sales than a more general books account with 100,000 inattentive followers. As a bonus, micro-influencers receive fewer collaboration requests from authors, so your response rate from these creators will be higher.

When reaching out, be sure to offer something of value: an ARC, a giveaway code, or even to co-host a live social media event. Respect their time and give them content they’ll be excited to share. For example:

“I loved your recent post on enemies-to-lovers books! My upcoming YA fantasy really leans into that trope, and I’d love to send you an ARC. If you like it, maybe we could do a short Q&A on IG Live for your followers?”

And once the collaboration is posted, don’t let it fade into the endless scroll. Pin it to the top of your profile, pull standout quotes for your social banners, add it to your homepage, or include it in your media kit. A strong shoutout from the right person can be a game-changer for your book.

2. Encourage Fan-Generated Content

 Getting fans to endorse your work can also be great fun. And fortunately, endorsements come in many forms; rather than asking your audience to share outright promotional content, you can encourage them to use your book as a springboard for their own creativity.

For example, if you're a moderately successful indie author with a semi-engaged following, here are some ideas for fan challenges and interactive prompts:

• Cover color-match challenge: Ask readers to snap a photo of your book alongside objects that match its cover colors. A cozy fantasy novel with a purple cover might show up next to lavender lattes, amethyst crystals, or a vibrant bouquet of violets.
• “Finish the Line” on TikTok: Post the first half of a striking quote from your book and challenge readers to duet with how they think it ends. The unexpected responses make for stellar engagement!
• Reading spot showcase: Invite your audience to share photos of where they're reading your book. Whether it’s a beach towel, a subway seat, or the cozy corner of a café, these windows into your readers’ lives share your story from their “point of view.”
• Fan art features: If your book has particularly strong characters, settings, or anything else that might be fun to render visually, encourage readers to create and share their own artwork — then repost it on your accounts.

Start small, with a single challenge that feels appropriate for your book and audience, and build up from there. Engage with participants by liking, commenting, and resharing their content (with permission, of course!). That way, you can kill two birds with one stone: show appreciation for your audience and encourage more readers to participate. Win-win!

3. Pursue Awards and Professional Recognition

This one’s a classic. Getting validation from literary gatekeepers has long been a powerful form of social proof — and it still works. 

While self-publishing awards were once dismissed by the wider industry, many are now fairly respected and can lend credibility to your book. Winning (or even just getting shortlisted for) an award instantly reframes your work from “self-published” to “award-winning” in the eyes of readers, bookstores, and the media. 

It’s not easy, of course; the competition is fierce. But even a single accolade can bolster your reputation for years to come. Indie awards like The BookLife Prize, Foreword INDIES Book of the Year Awards, and the Eric Hoffer Book Award are all great options for entering your book. Even if you don’t take the grand prize, you could still walk away with a gold foil seal for your cover, promotional perks like featured articles, and valuable exposure to librarians and wholesalers — all excellent sources of social proof. 

You can also look for genre or regional contests that your readers may follow more closely 一 things like the Minnesota Book Awards or ITW Thriller Awards. These may not be as widely known, but they can still be effective at helping you gain some of that sweet literary clout.

Speaking of which, don’t ignore librarian and bookseller lists either! A Library Journal “Best Book” pick can be an amazing boost to your career. Independent shop staff picks also carry huge persuasive power; cozy-fantasy phenom Legends & Lattes was a staff pick at Powell’s Books long before Tor bought the rights, for example. 

If a bookseller stocks your title, make sure to drop off a few signed copies, plus some pre-printed “shelf-talker” recommendation cards so the staff can write about it. Make it easy for them to champion your title, and impossible for errant browsers to miss their endorsement. Don’t forget to snap a photo to share on your socials!

Speaking of which, say you do get some professional recognition 一 how else can you showcase the hard-earned fruits of your labor? You can: 

• Put the award seal on your ebook and paperback covers.
• Pin an award banner to the top of your author website, social profiles, and Amazon product page.
• Add it to your official bios everywhere (e.g. “Award-winning finalist, 2025 Eric Hoffer Book Award”) and your email signature.
• Include it in your intro whenever you appear as a podcast guest or in collaboration with other media influencers. 

This is all great for marketing. Even being longlisted for one contest gives you the right to call yourself an "award-nominated author" forever. In a crowded marketplace, that distinction might just be the tiebreaker that causes a reader to choose your book over another.

4. Go to Conferences and Host Live Events

Online interaction aside, you can siphon a great deal of social proof from engaging with people in real life: think conferences, book readings, or craft workshops. Live events generate energy and excitement that can spark passionate word-of-mouth discussion long after they end. They also provide valuable networking opportunities.

There are several potential formats for you to tap into:

• Conference or festival panels. Genre cons (like ThrillerFest or Romance Writers of America), comic expos, and regional book fairs are always looking for fresh voices to speak on craft or industry trends. The key is to choose events where your readers will naturally gather — and where you can find more. A YA author may thrive at a comic con, while a literary fiction writer would shine more at an indie bookstore’s wine night.
• Workshops & masterclasses. Consider offering guest lectures for creative writing classes at local colleges. Students love real-world author insights. If you write mysteries, you might teach a session on “How to Plant a Red Herring,” while a memoirist could run a life-story journaling workshop.
• Bookstore readings. Invite readers into your world by reading for them. Start by contacting local bookstores to ask about hosting a reading. Prepare talking points or discussion questions to keep things engaging — focus on your book’s themes, rather than just the plot, to appeal to a wider audience.

You can also build some buzz beforehand with countdown posts and behind-the-scenes content. At each event, ask a friend to take photos and short video clips. Afterward, you can transform your gigs into lasting social proof by sharing highlights on your platforms.

Again, it’s good to start small, with low-pressure events like local book clubs to help build your confidence. Even if only 10 people show up to your first appearance, you can still post a photo of you with all 10 of them holding your book. Then use that “clout” to explore other opportunities and work your way up to something bigger.

And that just about wraps up our post. If it all feels a bit overwhelming, remember: you can always keep it simple with a single tactic that feels most natural to you. Try just one of these ideas during a book launch cycle, see what resonates with your audience (and what feels sustainable), then gradually incorporate other strategies over time. Even implementing one approach well can make a big difference in your book’s sales and visibility. Happy marketing!