The world is moving so fast, so digital and so competitive that attention spans are short. As an author, I quickly realized that traditional methods—blog tours, interviews, and paid ads—while effective, were missing something crucial: the tip to grab attention instantly. That’s when I started turning to short-form content platforms like Instagram Reels, YouTube Shorts, and TikTok. The results were incredible. In this post, I’ll explain how I used bite-sized videos to build buzz, engage readers, and ultimately sell more books—and how you can too.

Why Short-Form Content Works

What people like today is fast and interesting content. Short videos are the perfect solution because:

With their bite-sized format, they grab attention fast.

They work with algorithms to favor them and give your book greater visibility.

They allow direct interaction with your audience and build stronger connections.

Let’s see how you can use this strategy to market your book now.

1. Provide the Key Moments or Concepts

When I first started promoting my books via short-form content, I intended to distill the heart of my books into about 30 to 60-second clips. It simply meant focusing on the most exciting, most intriguing, or most emotional pieces of the story—the parts that would grab a viewer’s attention the instant they saw them.

For my first book, which is a thriller, I made a reel based on an intense, important moment in the story. I didn’t add any spoilers, but I did enough teasing so viewers could say, 'I want to watch it.' This is a cliffhanger that I ended the video on, and I included a call to action so viewers can read the book to see what happens next.

2. Behind the Scenes Content

My other trick was to show readers what goes on behind the scenes. People love to know how a book was made. I made a series of TikToks on my writing process, where I shared what sparked my characters, the struggles I had, and even some early drafts. This kind of content humanized me as an author and helped me to connect with my audience more deeply.

Tip: Behind-the-scenes content is how you can tell your story as an author, not just what is in your book. This authenticity gets people to read and then builds trust.

3. Stay Authentic While Leveraging Trends

Trends rule on platforms like TikTok, Instagram Reels, and almost every platform in existence today. If you use these trends, you increase the chance for your content to show up in people’s feeds. But it’s important to stay authentic. Jump on the trends that work with your book and your style.

Tip: Don’t get stuck in trends that don’t sound right for your genre. Showcase your book by adapting trends to suit you.

4. Be Consistent and Frequent

The magic ingredient that keeps algorithms on your side and audiences engaged is consistency. At first, I was posting short-form content at least twice a week. The regularity of some videos worked better than others, but my books stayed in people's feeds. It took me some time to build some momentum, and viewers began to recognize me—not just as a creator but as an author with stories to tell.

Tip: Mix it up. Do alternating book snippets, behind-the-scenes content, Q&As, or even fun challenges involving your book. It prevents you from repeating the same information over and over again.

5. Engage with Your Audience

Direct interaction with your readers is one of the greatest advantages of these platforms. When you engage with your audience, you’re building relationships and creating loyal fans.

I often asked questions in my videos to encourage even more interaction. For example, after sharing a clip of a moral dilemma in my book, I asked viewers, “What would you do in this situation?” This conversation not only kept people engaged; it formed a community around my book. 

Tip: Don’t just promote your book; invite your audience to be part of the experience. Then use questions, polls, or maybe even challenges to get them talking. You can even allow them to choose their preferred book cover for you.

6. Track What Works and Adjust

Not every video will be a hit, and that’s fine. Learning from what works is what’s important. A good example is that my behind-the-scenes videos had more engagement than some of my trailers. When I realized this, I went on and created content about my writing process, and it fell in line with my audience.

Tip: Flexibility is key to success. And don’t be afraid to try new things and pivot if your audience isn’t responding to what you’re doing.

Finally, be consistent and authentic, and don’t be afraid to try new things. They’re only a few clicks away.