Media-Savvy Author: How to Use Video to Sell More Books

If you’re an author preparing to release a book, you’ve probably heard the advice “build your platform” and “grow your audience.” But how exactly do you do that?

Using video before your book hits the shelves can help you build relationships with potential readers and create excitement around your book launch.

Here’s how to leverage video—and why it’s so effective:

1. Start using video early (before your book launch!)

The idea of being on camera can be intimidating for many people. That’s because it’s a vulnerable experience! But that vulnerability is exactly why it’s such a powerful tool for connecting with people.

The more video you do, the easier it will feel. And as you create videos that engage your audience, you’ll build momentum around your book and get people interested in grabbing a copy for themselves. Being a media-ready author gives you a leg up when it comes to the factors that influence book sales.

2. Give your audience a peek behind-the-scenes.

People love seeing the process behind-the-scenes. It helps them connect with you as an author, and it also gets them excited about the book itself. They want to know what it was like for you to write your book, how you developed your ideas, and how you navigated the ups and downs of the writing journey.

For nonfiction authors, your behind-the-scenes videos can include discussions about your research process or how you tackled challenges in your personal life that influenced the book. You’ll also want to address how your book can help solve a specific problem for your readers.

For fiction authors, you might share inspiration for your characters, settings, or plot, or discuss the world-building process. It’s also great to share your possible and final book cover designs too.

3. Provide value in your videos.

One of the biggest misconceptions about giving away content is that people won’t want to buy your book if they’ve already heard you talk about it. In reality, the opposite is true!

When you share helpful insights or snippets of your book’s content in a video, it creates a sense of anticipation. Your audience will feel more connected to your message and will be more inclined to purchase the book to learn more. I offer lots of freebies and I have for years—because it works!

Don’t be afraid to give away useful tips, ideas, or sneak peeks into your content. For nonfiction, this might mean offering a practical tip or strategy from your book. For fiction, you can reveal the inspiration behind a plot twist or discuss character development. You can always remind your audience, “There’s more in the book!” to encourage people to buy it.

4. Include your email list and social media following early on.

As you write your book, don’t forget to include your email list and social media followers in the process. Share updates and exciting milestones with them. People love to be part of the journey and feel like they’re involved in the book’s creation.

Via email, you can send updates about your writing journey, book cover reveals, or milestones like receiving your first proof copy. On social media, post regular updates, behind-the-scenes photos, and videos to build excitement. Share short clips of you talking about the book or answering questions from your followers. Make sure to pay attention to the replies you get and the feedback because you can always use that for additional content.

[Media-Savvy Author: Video Storytelling, Bringing Your Book to Live]

5. Leverage events and livestreams to build momentum.

If you have any speaking engagements, virtual or in-person, make sure you’re capturing those moments on video and sharing them on social media and with your email list. It’s important to pitch the media so more people know about the important work you’re doing!

Even if you don’t have any events scheduled, consider starting your own livestream show or podcast where you talk about topics related to your book. You can interview people who are experts in your book’s field, discuss ideas that didn’t make it into the book, or just talk about your journey as an author.

6. Include a call to action and keep the conversation going.

Every video you make should include a call to action, whether that’s encouraging people to sign up for your newsletter, follow you on social media, or pre-order your book. Keep the conversation going by responding to comments, asking questions, and engaging with your followers.

And just because you’ve released the book doesn’t mean you should stop creating video content. Continue sharing your journey, speaking about new topics, or even creating spin-off content related to your book's themes. The more you keep showing up for your audience, the more they’ll want to keep supporting you.

By starting early, sharing valuable content, and using video to build relationships with your audience, you can create excitement, generate pre-launch buzz, and make sure your book hits the shelves with momentum. The key is to engage, build trust, and always offer something of value—whether it’s a tip, a sneak peek, or a conversation.

Remember, it’s not just about selling your book. Reframe your video mindset to be about connecting with people, sharing your journey, and making them feel excited to be part of your story. You have something important to share (remember, writing and sharing your work are acts of service!)—and video can help those people find you.