We’re well into 2024 already, but it’s never too late to stay on top of marketing your book! Trends are constantly changing, and there are so many effective ways to get your book in front of potential new readers these days. Here are some of the top trends that have been gaining momentum this year, and there’s no indication that they'll be going away anytime soon.
The Impact of Social Media
Social media's role in book discovery and marketing is a trend worth watching for the long term. Per Hubspot.com, 64% of Gen Z, 59% of Millennials, and 47% of Gen X have confirmed discovering a product on social media in the past three months.
BookTok, which is the term used for book-related videos from influencers on TikTok, is changing the sales landscape of the publishing industry. When influencers talk about a particular book, sales rise. Often, that rise is much more than what publishers are expecting and demand can exceed supply.
Not only do authors and publishers need to have enough books available to handle these kinds of experiences, but they also need to make sure they're maximizing their social media presence and watching for BookTok videos that will change the game for the books they're selling. By watching for these videos and sharing information about them, they can further boost their sales figures. Staying active on sites like TikTok is a great way for publishers to see growth.
Influencer Marketing
As a self-published author, you stand to gain big benefits by collaborating with social media influencers on platforms such as Instagram, YouTube, TikTok, and X (Twitter). Working with those who have a significant following with the same target audience that you're aiming for can help you reach more readers, broaden your fan base, and increase your sales volume!
Per eMarketer, Instagram is expected to be the top channel for influencer marketing spend in the U.S. in 2024, with an estimated $2.21 billion, followed by TikTok ($1.25 billion) and YouTube ($1.07 billion).
Keep in mind that in order to find the success you're looking for, though, you'll want to work with someone with credibility who can not only help you sell books, but who's also easy to work with and will provide you with a great way to get closer to your goals.
Networking
Much like working with an influencer, networking with other authors can be highly beneficial to both you and your brand. It's also something that no self-published author should neglect. There are several ways to get the word out and to find like minds to collaborate with.
- Identify other authors you could partner with to champion each other’s projects. Perhaps it’s a content swap, an exchange of promotion of each other’s projects on your social media pages, a shared event—the partnership possibilities are endless.
- Meet like-minded authors and link up with fellow writers by joining a writing group, a book club, or going on a writing retreat. If you want to associate with editors and publishers, you could attend writer’s conferences, workshops, and book launches.
- Ask family, friends, and colleagues if they can help spread the word about your book. Utilize IngramSpark's Share & Sell links to send discounts or price promotions to acquaintances, fellow authors, or followers to spread the word and make it as easy as possible for readers to buy it. Authors who offer value to their networks generally see more reciprocal benefits.
E-Commerce
The global e-commerce market is expected to total $6.3 trillion in 2024, and by 2027, that figure is expected to reach over $7.9 trillion (Forbes). More and more publishers and authors are selling books directly to readers through their own websites, and now is the time to join the e-commerce train if you haven't already!
With IngramSpark's Share & Sell purchase links, you can now sell your book directly to readers from your author website, social media profile, and more. You can set special prices for your books for particular segments of your readers or for special events such as flash sales, gifting, and more.
Diversification of Book Genres
Some book genres are evergreen success stories and will always be in demand, such as romance, mystery, self-help, and memoir. However, a number of newer genres have gained popularity over the last few years, due to a variety of factors, including social media trends, current events, and simple word of mouth. Here are some of the newer genres you may just want to consider dipping your toes into:
Romantasy
What is it? Blends elements of both romance and fantasy fiction
Typically features: a magical world or alternate history, a central love story, and fantasy tropes—often with steamier love scenes than those found in traditional romances
Popular authors include: Sarah J. Maas, Rebecca Yarros, and Carissa Broadbent
Dark Academia
What is it? Stories set in academic settings with gothic or mysterious elements
Typically features: scholarly pursuits, a dark aesthetic, and often involves themes of secret societies, intellectualism, and passion for learning
Popular authors include: Leigh Bardugo, R.F. Kuang, and Emma Törzs
Cozy Fantasy
What is it? A subgenre of fantasy books that combines fantasy elements with low-stakes plots in a magical setting
Typically features: quirky characters, strange occurrences in a small town; and no assault, torture, or violence
Popular authors include: Travis Baldree, T.J. Klune, and Becky Chambers
Escapist Fiction
What is it? This can encompass all genres of fiction, but escapist books offer an escape from reality for readers, offering them a way to live vicariously through the characters in the book.
Typically features: world-building that is both fantastic and relatable, themes that resonate with contemporary issues, and a narrative voice that guides reader reflection
Popular authors include: Suzanne Collins, Blake Crouch, and Emily Henry
Audiobooks
More and more people are choosing to listen to books instead of reading them. A survey conducted by the Audio Publishers Association (APA) in 2023 showed that 53% of adults had listened to at least one audiobook that year, whereas in 2022 that figure was 45%. As the popularity of audiobooks continues to surge, 2024 welcomed an even larger audience of audiobook enthusiasts.
That's an important note for publishers who may be on the fence about the number of audiobooks they're producing. In the past, publishers typically only turned bestselling books and those with a strong reader following into audiobooks, but that’s not necessarily the case anymore as the demand for audiobooks grows.
Multi-tasking is a common technique for busy lives, and audiobooks fit right into the mix. Instead of holding a book or an e-reader, people can just listen to their books and continue with other activities at the same time. Consumer preferences are changing, and publishers have to stay on top of those preferences for increased success.
AI Adoption
Artificial intelligence (AI) is transforming numerous aspects of the publishing process, and it's become a part of our daily lives now—it can’t be simply ignored. Not only do publishers have to start watching out for AI-written content, but they need to acknowledge that AI can also be helpful for authors and publishing houses alike.
It can streamline the creation process, from the brainstorming of ideas to outlining and editing. AI writing prompts can help authors get started if they’re staring at a blank page, and AI editing tools can be used as a second set of eyes for authors in checking their work for grammatical errors or spelling mistakes.
However, AI can become a problem when it's not used the right way. Authors should proceed with caution when it comes to AI tools. Keep in mind that IngramSpark authors must follow IngramSpark's catalog integrity guidelines in order for their work to be accepted. Content created using automated means, including but not limited to content generated using artificial intelligence or mass-produced processes, may not be accepted.
Authors should be focused on the importance of staying on top of trends in the book publishing industry. While there's something to be said for classic ideas and options that work for the long term, focusing on trends is also a big part of keeping everything in the industry fresh, new, and interesting to consumers.
