“To market successfully, you’ll have to connect with this readership’s unique aspects.” ~~Eleanor Hecks
5 Marketing Strategies for YA Authors to Engage Young Readers
By Eleanor Hecks
Writer Advice EDITOR’S NOTE: If you’re a YA author reading this, I’d be interested in collaborating on publicity. I have 2 books on the market, Talent and Disrupted, and maybe we can offer each other some publicity. If you’re a memoir author, I’d love to trade publicity with you too. My book is Never Too Late: From Wannabe to Wife at 62. Please contact me using the box at the bottom of the home page. Thanks!
Marketing your YA novel requires a well-thought-out approach. Young adult as a genre goes beyond age – it’s a collective feeling of experiences your characters undergo, which your readers will relate to. To market successfully, you’ll have to connect with this readership’s unique aspects. These five strategies will help you reach your target audience.
1. Own Your Brand
There’s so much more to branding than just the colors or fonts you use for your book. It’s more about creating a distinct personality that differentiates you from other writers. Branding is how you would distinguish John Green from Suzanne Collins – one writes about love, loss and growth, while the other explores dystopian fiction.
Consider branding as your personality. Take time to refine your brand and imagine what ideas you want readers to associate you with. Consistency will be an identifying factor across your books, social media platforms and marketing materials.
2. Leverage Social Media Engagement
Young adult readers are very active online — 84% of people aged 18 to 29 use at least one social media site. TikTok, Instagram and Twitter offer you a rich opportunity to connect with readers. Sharing content such as character sketches, sneak peeks, polls and more provides you with a great deal of exposure.
You can use platforms to answer questions. When you’re visible in the YA community, you are also building loyalty. Engaging with readers is just as important as posting content — the follow-up strategy bridges the gap between author and reader.
Take advantage of online communities such as YA-focused Facebook groups. They’re valuable in promoting your work and connecting with fellow authors.
3. Collaborate With Book Bloggers and Influencers
Many book bloggers and influencers have a reach that goes beyond yours – partner with them! These voracious readers often have a loyal following who trust their recommendations for the next book. By offering advance reader copies (ARCs), you can pique curiosity and create buzz even before you’ve launched your book.
There’s something about word-of-mouth marketing from a trusted source that lends you credibility. Most consumers are experts at looking for emotional manipulation in brands, but hearing about the brand — or book, in this case — from someone they trust will make them more likely to open up to a purchase. Book bloggers and influencers, who are trusted by many Gen Zers and millennials, are among the most effective ways to reach millennials and Gen Zers who rely on this emotional connection before making purchasing decisions.
4. Provide Visual Content
Today’s digital age is about what the eye can see. A strong visual identity is crucial in capturing your readership’s attention. Create compelling images that are memorable and convincing. Spark excitement with book trailers or cover reveals. A well-crafted book trailer will convey the novel’s essence in a way that connects with readers emotionally.
Showcasing a cover before your release can help build anticipation, giving your audience something to look forward to.Whether you reveal your cover via social media or partner with a platform that appeals to your target audience, promote it heavily. High-quality visual content helps your book stand out and can increase pre-order sales.
Researching current trends is the key to identifying a cover that resonates with your audience. Which books are top-selling, and what covers do they have? Find the common elements, but don’t forget to add your unique branding.
5. Offer Exclusive Reader Perks
Give your readers some sense of exclusivity, and they’re sold. When content or freebies can’t be found anywhere else, it makes for a great incentive to boost engagement. Consider giving out exclusive excerpts or special discounts for your social media followers. What bookworm doesn’t love a good book sale?
Offering physical copies is appealing if you’re hosting signings and events. Many YA readers still prefer to thumb through a book — 68% of 18- to 29-year-olds read a print book in 2020. Such events also give you ample opportunity for one-on-one engagement that will follow you throughout your writing career.
Craft Invaluable Connection With Your YA Readers
It’s best to remember that marketing is about connecting. You’re not just selling a product — you’re offering an experience that will push readers to purchase.
Eleanor Hecks is a writer and editor with a passion for helping writers of all genres. She serves as the Editor-in-Chief of Designerly Magazine, and her work has appeared in a diverse range of publications, including Fast Company and HubSpot.