If you’ve ever felt confused about what to post as an author, you’re not alone. And that confusion usually doubles when it’s time to launch a book.
Should your content look different? (Yes.)
Do you need to post more often? (Maybe.)
Can you just reuse your old captions? (Not exactly.)
Let’s break it down.
Everyday Content = Connection
Your everyday author content is all about showing up. This is where you:
- Build trust
- Share your personality and values
- Connect with readers between books
- Show you’re active (so when launch time comes, people are paying attention)
Examples include:
- Writing updates
- Behind-the-scenes peeks
- Memes your audience would love
- “Relatable author problems”
- Book quotes or aesthetic posts
These posts don’t need to push a sale—they’re about presence and consistency.
Launch Content = Momentum
When you’re launching a book, the goal shifts. Now, you’re not just connecting—you’re converting.
That doesn’t mean being pushy. It means being intentional. Launch content should:
- Spark curiosity
- Build hype
- Create urgency
- Guide followers toward action
Examples include:
- Teasers (character reveals, setting sneak peeks)
- Reviews and blurbs
- Countdown posts
- Preorder links
- Launch day celebrations
- Fan-style content (like “Which character are you?” quizzes)
It’s okay to repeat yourself more during a launch. In fact, you should. Not everyone sees every post.
How Often Should You Post?
You don’t have to go from posting twice a week to posting twice a day. But a good rule of thumb during launch is to double your visibility:
- Add Reels if you usually do static posts
- Use Stories daily, even if your feed stays quiet
- Schedule content ahead of time so you’re not overwhelmed
Your Voice Should Stay Consistent
One common mistake? Authors shift their tone during a launch. They go from fun and personal to formal and robotic.
Avoid that.
Even when selling your book, keep your personality front and center. Use the same language and style your audience knows you for.
You’re not a salesperson. You’re a storyteller.
TL;DR:
Everyday content builds trust.
Launch content builds momentum.
Both matter—but they serve different purposes. So don’t stress about being “salesy” during a launch. Just be strategic, be you, and guide your readers to the book you worked so hard to create.
About the Author
Ami has a face for radio, a voice for print, and a brain full of publishing hacks. She’s probably reading memes, drinking Dr Pepper, or wondering how her to-do list became self-aware. She started The Author’s Online Playbook when she got tired of Googling “how to market a book without selling your soul or becoming a full-time influencer.” Now she helps writers skip the burnout. And get back to what they actually love—writing.
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