How TikTok is Changing Book Promotion: A New Approach for Debut Novelists

The internet is evolving, and digital platforms are becoming more than just spaces for scrolling. They are now shaping how individuals, communities, and creators connect, create, and share. One platform that has seen immense growth and influence is TikTok, and its role in promoting books and authors is revolutionizing the traditional methods of book marketing. This article delves into how debut novelist Sanibel Lazar is using TikTok to promote her upcoming novel To Have and Have More, showcasing how embracing niche online communities can lead to unexpected opportunities.

Reaching Readers in New Ways

Before embarking on her book promotion journey, Sanibel Lazar hadn’t posted on any social media since 2015. As a debut author working with a new press, she realized that to get her book noticed, she would have to embrace the digital world and create her own opportunities. This realization led her to TikTok, a platform that, for many, is synonymous with viral dance trends and light-hearted content. However, Sanibel’s approach was different.

Rather than joining the mainstream BookTok community, she leaned into creating content around the themes of her book, focusing on issues like class, privilege, and wealth. Her content resonated with niche communities, leading her to discover spaces like PrivilegeTok, WealthTok, StatusSymbolTok, and even QuietLuxuryTok. By talking about the themes of her novel, Sanibel was able to tap into audiences that might not have otherwise been interested in picking up a book.

One of her TikTok videos went viral, with hundreds of thousands of views. As a result, she saw her book’s ranking on Amazon soar. This success wasn’t just about increasing book sales, however. TikTok also opened up new opportunities for Sanibel, leading to invitations for readings and guest spots—things she never expected when she started posting.

Sanibel’s strategy on TikTok is based on what she calls “Oblique Content.” Instead of directly promoting her book, she discusses topics such as social etiquette, classism, luxury brands, and toxic wealth, while subtly referencing the themes of her novel. For her, TikTok isn’t about jumping on every trend but about sparking curiosity in her book and inviting people to engage with its deeper messages.

She shared a personal anecdote: a follower reached out to her after seeing a high-end brand at TJMaxx and thinking of her content. This small yet meaningful interaction confirmed that her approach was working—people were connecting her work and voice to the themes she was exploring.

Sanibel offers a bit of advice to creatives using social media: “Experiment widely and don’t pigeonhole yourself in your genre. Don’t just scroll for inspiration—create.” The lesson here is clear—social media success is not just about collecting views but about making sure your followers connect with your ideas and your work.

What Undercode Says:

The shift from traditional book promotion to social media-driven marketing is emblematic of a broader trend where digital platforms, especially TikTok, allow creators to bypass conventional gatekeepers in the publishing industry. Sanibel Lazar’s story is a prime example of how authors can craft their own narrative, build a community, and ultimately drive interest in their work by engaging with niche groups that might not have been accessible through traditional marketing channels.

What makes this approach so revolutionary is its authenticity. Rather than following the conventional method of simply promoting a book, Sanibel’s strategy relies on building genuine connections with potential readers through content that aligns with the book’s themes. TikTok, often seen as a space for light-hearted content, can actually become a powerful tool for authors to reach new audiences if used strategically.

By focusing on subcultures such as PrivilegeTok and WealthTok, Sanibel carved out a space for herself in communities that go beyond the typical bookish crowd. This opens up a new dimension in book promotion—one that relies on cultural relevance and tapping into ongoing conversations in ways that feel natural rather than forced.

Additionally, her use of “Oblique Content” is a subtle yet effective technique. Instead of constantly pushing her book, she integrates it into conversations on class, privilege, and luxury, allowing readers to discover it in a way that feels like a natural extension of the themes discussed. This strategy is a departure from the often sales-driven, in-your-face promotional content that floods social media and aligns more closely with the lifestyle-driven marketing strategies seen in high-end brands.

Sanibel’s experience also highlights a critical point for creatives: social media is not just about going viral. It’s about building relationships with your audience and making sure they connect with the deeper messages you want to convey. The focus is not just on getting views but on creating lasting impact through meaningful content. This is a significant shift from the traditional influencer model, where engagement is often based on surface-level appeal rather than intellectual or emotional connection.

Furthermore, Sanibel’s approach reveals the importance of niche marketing in today’s digital landscape. As more individuals gravitate toward specific, curated spaces within the broader social media ecosystem, targeting these micro-communities can be more effective than trying to appeal to a large, generic audience. TikTok’s algorithm, designed to amplify content based on user interests, ensures that creators like Sanibel can reach individuals who are genuinely interested in the themes her work explores—people who might otherwise have missed her novel in a more traditional setting.

This strategy also points to the importance of authenticity and consistency. Sanibel’s consistent presence on TikTok, with content that aligns with her book’s themes, creates a strong, cohesive personal brand. She’s not just a writer; she’s someone whose thoughts on class and privilege align with her literary work, making her social media presence an extension of her creative vision.

Fact Checker Results

TikTok’s influence on book promotion is undeniable, as it allows authors to directly engage with niche audiences.
Sanibel Lazar’s approach to content creation offers a unique model for promoting literary works, moving away from traditional marketing strategies.
Authenticity and thematic resonance are key factors in building lasting engagement with online communities.