Photo credit: Markus Winkler, Unsplash

Even in an increasingly digital and socially distant world, it’s still possible to celebrate the launch of your book with friends, family, colleagues, community members, and readers. The tips and tricks below will help you plan your virtual book launch party, promote it, and execute it in a thoughtful and engaging way that befits the hard work and dedication that lead up to your book publication day.

Depending on the size of your network and the type of virtual event you’d like to host, you can coordinate the event yourself or partner with a local independent bookstore or organization relevant to your book. Many bookstores are hosting virtual author events and offering curbside pickup and delivery as well as mail order, so there is sales potential with virtual events. Partnering with a local independent bookstore also provides you with a chance to support local businesses and build a relationship with a key potential ally that will help your book reach new readers.

HOSTING

You can host your virtual event on a variety of platforms:

• Zoom (will require an upgraded account)
  • Zoom Tutorials:
    • Getting Started with Zoom Webinars
    • Scheduling a Webinar with Registration
    • How to Test Your Video
• Facebook Live
  • How to Use Facebook Live: The Ultimate Guide
  • Tips for Using Facebook Live
• Instagram Live
  • Instagram Live: A Step by Step Guide
• YouTube Live
  • How to Use YouTube Live to Engage Your Audience

PROMOTION

To ensure a successful event, you must have a plan to make your network aware of the details.

• Schedule the event on the evening of your publication date or later in the month.
• Consider a day of the week that’s most convenient for your network.
• Start promoting the event at least one week before the event, ideally 4-6 weeks prior to the event date.
• Create a Facebook event so people can RSVP (you can share the link to Zoom in the event description).
• Have people RSVP through a form on your website or Google Forms.
• Offer opportunities to sign up to receive emails (this works especially well if they can’t attend the launch but would like to know about future events).
• Host the party yourself or have a colleague or friend host on your behalf and emcee the night’s events.
• Test the event and your slideshow presentation (if you have one) beforehand.
• Promote the event through social media and emails once a week, the week before, day before, and the day of the event.
  • Consider giving away a book (or some other prize) to one person who shares the promotion to help encourage attendees to promote to their networks.
  • Use your unboxing video or create a video of what participants can expect.
  • Create social media drip content that highlights what participants can expect from your event, share giveaway details, engage with followers using a specific hashtag, etc.

• Giveaways
  • During the event, encourage attendees to ask questions for the author in the chat feature throughout the event by hosting a drawing of everyone who asked a question at the end of the night. Have prizes ready like branded mugs, bookmarks/books, etc.
  • Or encourage attendees to pre-order a copy of the book beforehand and send in their receipts and randomly select a winner.

PLANNING

• Setting your Space
  • Make sure your internet connection is stable and you have a quiet space and background with limited distractions.
  • Put posters of your book cover or awards in the background.
  • Have a print copy on hand to read from and show your attendees.
• Creating a Presentation
  • Create a slideshow of visually appealing graphics to keep your attendees engaged.

BOOK SALES

• If you’re coordinating with a bookstore, they’ll have details on how to best direct attendees to purchase.
• If you’re hosting the event yourself, periodically remind attendees where they can purchase books. Depending on how your book is published, that may be everywhere books are sold, online retailers only, or directly from you or your website.

THE BIG EVENT

• Timeline of events:
  • Have the host share their screen with the slideshow displaying while attendees enter the meeting. Allot 1-3 minutes for this. On the title slide, include the book cover image, the author name, publication date, and logos of major retailers and/or write "Available everywhere books are sold.”
  • Host:
    • Share a welcome message.
    • Tell attendees to leave questions for the author in the chat board (or comments if doing Facebook Live) and tell them the author will answer questions throughout the event. Everyone who writes a question gets entered into a drawing for a prize/giveaway at the end of the event.
    • Invite the author to say a few words and read an excerpt.
  • Author:
    • Greet the attendees with a short message.
    • Read a short excerpt of the book.
  • Host:
    • Conduct a brief Q&A with pre-drafted questions.
    • Look through the chat feature and read questions that attendees have asked.
  • Author / Host:
    • As the event wraps up, have someone write everyone’s name who asked a question and conduct a drawing for prizes. You can also use a website to enter the entrants’ names and randomly select winners.
  • Author:
    • Share your final thanks and goodbyes.
    • Display a slide with the Amazon logo and ask attendees to purchase a copy and leave an honest review.
    • Send a final chat message with a link to the book page on Amazon.
      • “Thank you so much for attending my virtual book launch party. You can find my book on Amazon or wherever books are sold. If you enjoyed reading my book, please leave an honest review on Amazon: INSERT AMAZON LINK.”

Take advantage of these ways to adapt to our uniquely challenging times and you can successfully celebrate the launch of your new book.