Social Media Book Marketing for Non-Fiction Authors: A Gentle Guide to Building Your Platform

Hey there, fellow author! Let’s skip the generic “social media is important” speech. If you’re reading this, you already know platforms like Instagram and Facebook exist. What you might not know is how to make them work for you without feeling like you’re selling your soul or burning yourself out.

I’ve been exactly where you are. When I published my first book, I was overwhelmed by all the “shoulds” being thrown at me.

You should be on every platform.

You should post three times a day.

You should do dance trends on TikTok.

Yeah… no thanks.

What I discovered instead was something I call “passive visibility” – creating an author platform that feels authentic to who you are, focuses on genuine connections, and doesn’t require you to transform into a social media algorithm chaser.

This guide is for thoughtful, empathetic non-fiction authors – especially those of you who are coaches, healers, creatives, and wisdom-sharers. You’re writing books to build your business and share your message, not to become an influencer. And that’s perfectly okay.

First Things First: Understanding What an “Author Brand” Actually Is

Before we dive into platforms and strategies, let’s talk about what an “author brand” even means, because it’s probably not what you think.

Your author brand isn’t a logo or a color scheme. It’s not a catchy tagline or even your book covers (though those matter too).

Your author brand is the feeling people get when they encounter you and your work. It’s the core values that shine through everything you create. It’s the unique perspective you bring to your field.

As non-fiction authors, we’re not just selling books – we’re offering our unique approach to solving problems or understanding the world. Your brand is that approach, packaged in a way that feels genuinely like you.

For example, my brand centers on authenticity, focusing on causes rather than symptoms, and building businesses that align with who we truly are. These values infuse everything I create – from my books to my social media posts to this very guide you’re reading.

Why Traditional Social Media Book Marketing Advice Often Feels Terrible

Most social media book marketing advice is written for corporations or influencers, not thoughtful authors like you and me. That advice assumes:

1. You want maximum growth at any cost
2. You’re comfortable being “on” and visible all the time
3. Your content is primarily meant to sell something

But here’s what I know about you: You value depth over breadth. You’d rather have meaningful conversations than viral moments. You want readers who truly connect with your message, not just high follower counts.

The good news? This approach not only feels better – it actually works better for the type of author you are.

The Passive Visibility Approach: Being Found Without Burning Out

In the next section, we’ll dive into specific platforms and strategies, but first, I want to introduce the underlying philosophy that makes this work:

Passive visibility means creating content that continues working for you long after you’ve posted it. It means being discoverable by your ideal readers without having to constantly wave your arms saying “look at me!”

It means focusing on:

• Quality over quantity: A few thoughtful posts instead of daily content
• Evergreen value: Content that remains relevant for months or years
• Strategic placement: Being where your readers already are, not everywhere
• Authentic connection: Building relationships, not just collecting followers
• Sustainable rhythms: Creating systems that work with your energy, not against it

In the next section, we’ll explore how to choose the right platforms for YOU – not based on what’s trendy, but on what aligns with your message, your audience, and your natural way of communicating.

I call this soul-aligned, but you can call it whatever feels right for you. Maybe nurturing, gentle, spirited, or something else that aligns with who you are. The point is, it’s your style and done your way and not what anyone else force feeds you. Social Media book marketing should cater to your authentic self.

Section 2: Finding Your Platform Sweet Spot