Marketing is a constantly evolving landscape, often marked by unpredictable shifts in trends and strategies. At Greenleaf Book Group, our team is dedicated to equipping authors with best practices they can implement independently while also offering services to support the ongoing promotion of their books and brands. In this final Learning Center article of the year, we’ve highlighted four essential strategies and changes to prioritize as you prepare for 2025.

The Importance of Cross-Platform Connections

Jamie White, Director of Marketing

With the potential ban of TikTok looming and ongoing shifts away from Twitter, diversifying your social media presence is more critical than ever. Encouraging your followers to connect with you on multiple platforms ensures you can maintain and grow your audience, even if one platform becomes unavailable or less effective. To make this transition seamless, incorporate clear and compelling calls-to-action in your content, such as direct links in your bio, email signature, and posts. Use QR codes on physical marketing materials and leverage cross-platform sharing tools to guide your audience effortlessly. By building a multi-platform presence, you future-proof your brand against sudden industry shifts while creating a more resilient and connected audience base.

Crafting a Review Strategy for the New Year

Chelsea Richards, Marketing Manager

As marketing trends evolve, reviews remain one of the most effective ways for authors to establish social proof for their books and build word-of-mouth buzz. In recent years, platforms like BookTok and Bookstagram have risen to prominence, significantly impacting the publishing industry. As these reviewer communities continue to grow in popularity and influence among readers, it’s essential for authors to refine their review strategies for the new year.

While many prominent book influencers now charge for reviews, newer reviewers often welcome books from debut authors. A positive review from one of these emerging influencers can help a debut author reach a broader audience and increase visibility. Beyond influencer outreach, authors should also consider the value of book clubs. Platforms like BookClubs.com enable authors to directly engage with genre-focused book clubs by sharing discussion guides and hosting author Q&As.

Additionally, hosting giveaways on platforms like Goodreads, BookFirst, The StoryGraph, and BookSirens can help authors generate early reviews and build excitement ahead of a book launch. A well-rounded review strategy that incorporates outreach to book influencers, engagement with book clubs, and strategic giveaways can help authors achieve their review-generation and awareness goals for the upcoming year.

How Bookstore Events Can Boost Your Book’s Success

Madelyn Myers, Senior Marketing Strategist

One of the most impactful steps you can take for your book is connecting with your local bookstores. Building relationships within your community can open doors to having your book sold in those stores and create opportunities for events. Coordinating a book tour, no matter the size, increases your book’s visibility, allows you to engage with readers on a personal level, and generates content to share on your social media. Having promotional materials at these events can amplify their impact. Whether it’s a banner for photo opportunities or a flyer for attendees to take home, your book signing can leave a lasting impression and generate buzz for your brand and book. For more information on planning your book tour, check out another article from our Learning Center article, Everything You Need to Know About Book Tours.

Influencer and Thought Leader Recommendation

Jamie White, Director of Marketing

Influencer and celebrity endorsements within your niche can be game-changers for your book marketing strategy. These individuals have built trust and credibility with their audiences, making their recommendations highly impactful. Getting your book into the hands of a respected figure in your genre or industry not only lends instant credibility to your book but also expands your reach to an engaged and relevant audience. Collaborating with influencers or celebrities doesn’t always require a large budget—many micro-influencers with niche followings are open to partnerships, especially if your book aligns with their interests or values. By targeting voices that resonate with your target readers, you can generate excitement, boost visibility, and ultimately drive sales for your book.

The Continued Decline in Static Media

Gwen Cunningham, Senior Digital Media Strategist

As the world becomes more focused on easily digestible media (TikTok, Instagram Reels, etc.), audiences are moving away from traditional articles and blog posts. This trend has already been observed over the past couple of years, and it is expected to become even more pronounced in 2025 and beyond, especially in the business and leadership spaces.

While audiences will still visit bookstores to pick up 200+ page books, the rise of paywalled articles and outlets means people are unlikely to read 2-3 page articles as frequently. So, what are they doing instead? They are listening to their favorite podcasts, watching creators on Instagram and TikTok, and streaming YouTube videos.

What does this mean for authors? They will need to work a little harder to engage their audiences. It is important to create a dedicated space at home for video podcast interviews and set it up for recording videos to post on social media accounts. While it may require more effort, especially when juggling other responsibilities, the payoff will come in the long run with an engaged audience.