How authors can build a recognisable presence between book launches, with lessons from our work with Caroline Montague.
An author’s social presence needs a life between publication dates. Cover reveals and launch announcements matter, but a reader who has never encountered your work needs a reason to care before being asked to buy. A useful BookTok strategy gives that reader several ways in: the stories you tell, the subjects you find fascinating and the person behind the books. Our work with novelist Caroline Montague offers a practical starting point. We built a video-led social presence around her world, bringing her writing, reading and surroundings into the creative direction. The lesson for other authors is to identify what makes their own work interesting, then make it understandable to a stranger.
Build around the reader’s interests
Start by describing your reader more precisely than “someone who loves books”. Do they enjoy historical settings, complicated families, escapist locations or a particular kind of relationship? These details help you choose subjects that connect your writing with conversations readers already want to have. Turn each subject into a repeatable series. A historical novelist might share a research discovery that changed a scene. A thriller writer could explain how they create tension without revealing a twist. A reading recommendation can introduce your taste while giving the viewer something useful immediately. Before filming, write ten distinct ideas beneath each series. If the list runs dry after two, you probably have a single post rather than a lasting content theme.
Make every video work for someone new
Open with the interesting detail. “The letter that changed how I wrote this character” gives a new viewer a clear subject. “Another writing update” asks them to bring an interest they may not yet have. Keep the video focused on one idea and leave enough context for the viewer to follow it. Captions should explain the subject naturally. Use relevant genre and topic language where it helps describe the piece; avoid filling the caption with unrelated tags. You can be personal without sharing everything. Decide which parts of your working life you are comfortable making public, then build within those boundaries. A sustainable strategy should fit the author as well as the audience.
Connect discovery with the next step
Plan a mix of discovery content, deeper introductions to your books and clear publication updates. Keep purchase and newsletter information easy to find. When a post introduces a particular title, check that a curious viewer can reach the right book rather than having to search through an unclear profile. Review results by purpose. Reach tells you how far an idea travelled; profile visits and relevant questions show curiosity; tracked website visits and newsletter registrations give you a clearer view of action. A popular video is not proof of book sales. Begin with a filming session you can repeat, review the response and develop the strongest series. You do not need to impersonate another successful author to build a distinctive presence. Explore the Caroline Montague case study in our Work section, or contact Glasshouse about social strategy and content creation for authors.
