Fantasy: Marketing and Demographics

 This Week's Topic: What Are Your Target Demographics? How Do You Advertise To Them?

I write High, Contemporary, and Urban Fantasies that are not intended for children. For the sake of marketing, that makes my target demographic "adults." But, beyond the vaguery of "adults," who are the readers I'm trying to reach? 

According to the Fantastic Insights Survey, there are two camps: Dudes in their 20s and women in their 60s. 

• The Dudes: like to read paperbacks or on smartphones
• will pirate works if he thinks the author/publisher is being greedy 
• aka if he deems the book is priced too high
• The Women: like to read paperbacks or on e-readers
• wouldn't dream of pirating, but they're game for a bargain. 

In 2018, Sage Publication* surveyed SFF readers. One fascinating takeaway was that most SFF readers (87%)  developed their love of the genre before the age of 15. According to the survey, SFF readers:

• Read an average of 5 books a month and 2 magazines
• Come from a family of readers
• Fans of SFF TV and films (plus games and fandoms)
• Believe experience holds more value than education
• Consider themselves open to new and/or contrasting opinions

So, with this glimpse of the two primary audiences, where and how do I advertise to them? My advertising dollars go further when I focus on the audience of women. Not only do women have greater purchasing power (true across most industries), but also they're also more receptive to small businesses. In author-speak that means they're more receptive to indie/self-pubbed authors. They're also more likely to subscribe to newsletters from trusted sources, be those sources industry-based (like BookBub) or favorite authors.

Where and how do I advertise? My primary goal in advertising is driving series awareness. I don't have enough of a backlist to push my brand (aka my author name) to generate a profitable ROI from building brand awareness. Until I do, getting readers to buy a complete series is my marketing goal. (Remember, a basic marketing principle is to be clear with yourself about the goal of your marketing plan. It prevents you from wasting $$ and getting distracted by new/unproven sales-services pitches.) I spend my advertising efforts in the following places:

• Amazon: There's not a lot of creativity or flexibility behind the ad campaigns there. However, I do run both Brand and Sponsored Product campaigns. 
• I wish other major retailers to allow us to do the same. Even better if we could coordinate it via an aggregator like D2D.
• My works are sold "wide" (aka across multiple retailers), therefore, I'm excluded from the Kindle Unlimited programs and exposure. 
• BookBub: Yes, of late, getting a featured deal in the US is akin to drinking from the Holy Grail (and often just as elusive), but rarely is there a loss on investment. Because my marketing goal is series awareness, I accept non-US/Int'l featured deals when they're offered. I run the discount in the US and Int'l even if the BBFD isn't sent to those markets. Why? Because friends share info and there is no benefit in excluding a geographic market when my goal is building awareness.
• I do not, however, pay for BookBub Ads--that little graphic at the foot of their newsletter--because both CTR and ROI are abysmal. Not at all worth the money.
• My Newsletter: I only drop a newsletter when I release a book, which goes against the Best Practice of regular monthly communication. I just don't have that much to share with a reader nor do I have a robust backlist to fill the BUY ME slots. I much rather the reader be pleasantly surprised when they hear from me rather than have them despise seeing my email addy show up in their box because I've become a nonsense pest. 
• My New-Release-Only practice does exclude me from newsletter swaps, which are an excellent resource for raising awareness (as long as you do your due diligence beforehand).
• Special Interest Promotions / Group Campaigns: Periodically, a group of authors will band together to run a group promotion where certain books are discounted to either free or $0.99 (or some other enticing discount). Whether it's a book bundle or a first-in-series, these are great opportunities to get your book in front of readers of authors of the same or similar sub-genre for minimal effort and usually no cost (beyond the loss of selling your book at a discount). 

Now, I ought to advertise on Facebook, but...sigh...I have personal issues with Meta and their lack of security (and integrity) surrounding financial data. There are smaller deal-based newsletter-blast companies who are happy to take my money, but the ROI isn't there to justify the ad spend. They work better for romance audiences than other genres. 

While I'm intentionally targeting female-identifying readers because I want that 85% of purchasing power to sweep my works up in their tide, my graphics and content draw a line when it comes to sexual allure. The primary reason for that isn't advertiser restrictions, it's genre confusion. Because fantasy romance is a growing sub-genre of romance and female-identifying readers dominate Romancelandia, I don't want to deceive the readers who are buying in the same spaces I'm running ads. Don't get me wrong, I love Romancelandia and because I do, I don't want the reader to feel like I've pulled a fast one on them. If my marketing message alludes to an HEA--even if it's not explicitly stated--I'd merit the rancor of a reader feeling deceived. So, while sex sells, I'm very conscious of threading the line between eye-catching fantasy and faux romance adverts. After all, I want to attract readers and keep them. 

*Menadue, C. B., & Jacups, S. (2018). Who Reads Science Fiction and Fantasy, and How Do They Feel About Science? Preliminary Findings From an Online Survey. SAGE Open. https://doi.org/10.1177/2158244018780946

Back Cover Copy is Hard

 

What's so hard about back cover copy? I'm just summarizing the plot, right? Giving you a short snippet of insight into the story?

It's what I thought when I was first published. Except my editor kept making me rewrite it. And rewrite it. I'd like to tell you I learned better by book two. I hadn't. In fact, back cover copy didn't get any easier for years. Because I was coming at it all wrong.

I don’t recall who finally clued me in, but I had to learn that back cover copy has nothing to do with the story. It has everything to do with the conflict and with the story question. At one point, I'd have shrugged and said, 'those are the same thing.'

I've learned better. Some.

Try summarizing the breadth and depth of your story in three paragraphs. I bet you tear out your hair. Your story spans hundreds of pages and sprawls across tens of thousands of words. It's people and places and events and backstory and oo! I forgot to tell you the main character grew up apprenticed to a dragon! I mean, it may be an amazing story, but it won’t sell a book because it doesn't lodge a question or a compulsion in a reader's mind.

That question should be, “OMG, HOW?”

Your conflict is the bait on the story question hook. Conflict, obstacles, and stakes. It doesn't matter what genre you write. Tell me what your characters need, tell me why they need it, tell me what's in the way (and why the answer is on some level 'themselves') and make sure to tell me what happens if they don't overcome their obstacles. What do they have to learn or overcome in themselves to earn the right to cross the final threshold successfully - assuming you aren't writing tragedy?

Recall our main character who was apprenticed to a dragon. All she wants is to learn to fly, because she's in love with the dragon's son and dragons court on the wing, but she can't fly because she's human. Internally, that sets our heroine up to believe she's a failure. She's not good enough. Maybe this echoes an old wound about not being good enough because her family gave her away to the dragons. All we know is that she longs to fly so she can tell the love of her life how she feels.

The young dragon prince, on the other hand, wants to eradicate humans because they hunted and killed his father. He can't start burning down human cities, though. The humans would rally and endanger the dragon prince's remaining family. Internally, he wants to avenge his dad and protect his remaining family. While he’s been kind to the human working with his mother and maybe even admires her, he’s convinced that all other humans are mean and nasty and destructive.

We create a sentence or two about how these different conflicts collide and interfere with one another. Finally, we cap it with what the two of them must learn if they're going to get together. If they aren't getting together, they still must learn something before they can win whatever challenge awaits at the climax of the story.

And there’s the trick. Your job with back cover copy is to snag the reader’s imagination by presenting all the desires, all the stumbling blocks (look! She’s in love with a dragon who hates humans! Uh oh!) and set up the horrible, dreadful consequences of the characters failing to learn their lessons before the climax. Aaaand you have to do that without giving the climax away AND while making it seem like these two will never rise above their obstacles.

Maybe our heroine argues with the dragon prince because she’s dead set on convincing him not all humans are bad. He’s not buying it, so he challenges her to prove it by hunting down his father’s killers and bringing them to him. Since she’s secretly convinced she’s a failure and not good enough, she refuses. He throws her out and banishes her. Cool. We all know that to prove her love, she’s going to go hunt down the killers (and learn to believe in herself at the same time.) We all know he’s going to start harrying innocent humans and endangering the rest of his family (and come face to face with the terrible consequences of his actions and realize he’s become what he hates.)

Finally here’s what the stakes sentence might look like:

If they cannot learn to trust one another and work as a team, all dragon-kind will die.

(Yeah, yeah. It’s a romance. She catches the killers and bargains with the dragon prince for a ride on his neck while he flies so she can confess her feelings, okay?)

Top 5 Tips on Building Your Author Platform

As a debut author, I’ve been told that I NEED to establish an author platform now.

But what is an author platform? Well, it’s everything you’re doing online and offline to create awareness about YOU as an author. From the TikToks you’re sharing to the friendships you’ve made with local booksellers.

Anything you're doing to increase your visibility and make it easier for your target readers to discover and connect with you and your books is considered building your author platform.

So why is having an author platform so important? Because it’ll help you target and attract new readers on a regular basis. You’ll be able to engage those readers and, over time, convert them into raving fans that label you as an “auto-buy author” for them. And, most importantly, an author platform will help you build meaningful relationships so you can sell more books consistently.

TLDR; Your author platform will make it possible for you to build relationships with your readers, increase your readership, and boost your sales.

My Top 5 Tips on Building Your Author Platform

1. Define Your Brand

I think the easiest way to define your brand is to answer this question: What do you want to be known for?

Sweeping romances that hurt? Enemies to lovers with spice levels that sizzle? Happily ever afters guaranteed?

Whatever it is, you should know this pretty early on because this is what will help you stand out online.

Bonus List: 4 Simple Ways to Define Your Brand:

• Are you going to use your real name or your pen name? Pick one and use it consistently.
• Use one professional headshot that readers can instantly recognize.
• Remember those little sentence examples I gave you above? Come up with a one-sentence tagline that communicates what makes your books unique.
• Establish a brand palette that includes fonts and colors that fit with your desired aesthetic.

2. Get to Know Your Target Readers

One of the biggest parts of marketing is knowing WHO you are marketing to! Who is reading your books? Who do you want to read your books? A great way to get to the bottom of this is by knowing your target readers deeply.

Consider answering these questions to get to know your target readers:

• Who are they? And what do they do for a living?
• What’s their age, sex, marital status?
• What books do they like to read? What authors do they love?
• Where are they most likely to leave reviews?
• What tropes do they love? What tropes do they hate?
• Where do they spend their time online and offline?

3. Build and Nurture an Email List

Social media is fleeting in today’s age. You never know when one platform is going to vanish into oblivion for the next big thing… But you don’t have to have that fear with your email list!

While it may seem daunting, growing your email list the right way is one of the best things you can do! Simply choose an email service provider (e.g. MailChimp, ConvertKit, etc.) and add a sign-up form on your website. From there, you should create a reader magnet that incentivizes the reader to sign-up. It’s usually a digital download of some kind (think a novella, a collection of short stories, a bonus chapter from another character’s POV, etc.).

Once you’ve got everything set up and ready to go, decide how often you’re going to communicate to your list and nurture them with non-spammy emails. Remember: You don’t always have to sell!

4. Support Your Fellow Authors

I’m a firm believer of Community Over Competition! I will scream about my colleagues books from the rooftops. Because when you genuinely support each other, good things happen. And, from a marketing standpoint, you’re able to tap into other author’s communities and their readers without coming across as spammy. It's a win-win!

5. Take Advantage of Social Media

Social media can be exhausting. But it's a brilliant way to increase your brand visibility and get your books in front of a large number of people without even leaving the house. (As an introvert, it doesn’t get better than that!).

So how can you take advantage of social media? By creating a feasible marketing strategy that sees you using social media to your benefit, establishing time limits and capacities for content creation, and by hanging out on the platforms that YOUR TARGET AUDIENCE USES.

Think back to tip number two where I mentioned getting to know your target audience. Where do they hang out online? On Instagram? TikTok? What hashtags are they using? (Psst. A great way to reach new readers is through hashtags! Read all about them in this blog.)  

Wherever your audience is hanging out is where you should be.

Remember, building your author platform, growing your brand, and establishing a horde of ravenous readers does not happen overnight. So start now!

Lara Buckheit was born and raised on the Eastern Shore. Her debut novel A REALM OF ASH AND SHADOW releases in April 2023! She holds a Bachelor’s Degree in Communications from Wilmington University, is a 2021 WriteMentor Mentee, an avid writer (and reader) of spice, and one time she met Taylor Swift’s dad. She started writing at a very young age, mostly fanfiction centered around women with swords and men with devilish grins. And she hasn’t stopped since. When not writing, Lara can be found drinking tea, hustling for her day job, reading from her endless TBR pile, or hanging out on her body confidence Instagram. Lara currently lives in Roanoke, VA, with her fiancé, dog, and thirteen house plants named after fictional characters. Connect with her here: https://bio.site/larabuckheit

The One Thing an Author Must Do to Expand their Platform

GREY MAGIC is out in audiobook! All three Bonds of Magic books are now live on Audible for your glomming pleasure!

  

This week at the SFF Seven, we're offering tips for expanding your author platform.

"Platform" is one of those words I'm not terribly fond of, seeing as how it comes from the world of sales and legal wrangling. If you do a bit of digging (but please don't go down that rabbit hole!) you'll find that the term arose in the early 90s, along with the advent and burgeoning of the internet, and originally applied to nonfiction works and proposals. (Jane Friedman has a great write-up on it here.) Nowadays it seems like the term gets thrown about by all sorts of agent, editor, and marketing types in seeking the ideal author for them to make money off of. 

(Note: there's nothing wrong with trad-publishing folks making money off of authors. That's the business model and it can work for everyone involved. I just feel that the 'must have a great platform' folks are more interested in the generating moolah side of things than, you know, books.)

Anyway, as Jane succinctly defines it, an author platform is an ability to sell books because of who you are or who you can reach.

So... not all of us, right? Most authors of fiction sell books because of our voice and the stories we write, not who we are. However! What we write is what reaches people, so who we can reach is within reasonable grasp for a writer of fiction. 

Are you ready for this? The great secret??

Write more books!

Or short stories. Or create games or draw comics. Whatever medium is floating your creative boat at the moment, do more of that!

I know, I know - the answer is always the same. But that's because this is the very best advice out there. The most effective marketing for any author is to create more. The more stuff you have out there, the more people you can reach. 

Seriously, over the years I've seen SO MANY AUTHORS get sucked into focusing on flogging a single work or series to the exclusion of all other efforts. Sure, it can be easy to get focused on wanting a particular work to succeed, and yes, marketing can feel like a clearer path, with lots of vultures vendors out there waiting to take your money with glowing promises of high sales. Writing more stuff is hard.

But creating stuff is why you got into the gig in the first place, yes? So go do it, my friend. 

3 Tips to Build Your SpecFic Author Platform:

 Our topic this week: 5 Tips to Build Your Author Platform

To avoid TL;DR, I'll cut that back to 3 tips prefaced by definition `cause thar be confusion about what exactly is an author platform. If you do a Google search, you might believe it's simply your website, which...uhm, no. While having a website is an element of presenting your platform, an author platform is a marketing term for "sell me on you." In this case, you're not selling your book, you're selling your author persona. Author platforms are essential if you're writing non-fiction because you need to prove your expertise and credibility. In non-fiction, your author platform--at a minimum--will present your knowledge base, your bias, and your voice.  

IMHO, when it comes to genre fiction, an author platform is way less important. Exceptions exist; however, if you're having a discussion with a marketing professional and they ask about your author platform, don't panic. What they want to know is if there is anything uniquely marketable about you that can sell your book. For example: if you're a rocket scientist IRL who actively discusses aerospace engineering on your socials, and you're writing hard-science sci-fi, then that's a relevant differentiator about you versus other sci-fi authors. It can be used to package you and your books in sales pitches to buyers and in advertising to consumers. It's a bit of a mental gear shift for genre authors whose marketing typically revolves around selling the book (or series) not themselves. 

So, what if you're an SFF author who is also a recluse and who eschews social media in all forms? Is it possible to have an author platform? Sure, though without a public persona, you're unlikely to see returns on it. The bare minimum would be a statement in your author bio that establishes your "thing." 

Genre writers don't have to be experts in any field, we can be fans or enthusiasts. 

As long as we have a passion that presents in our public persona and in our writing, then we can build an author platform. It is very much okay to take time to build your author platform. Yes, new authors might feel pressured by a publisher to have one locked down before debuting, but push back on that. If they bought your book without you having a platform it means they're not relying on your platform to sell it. Author platforms are long-haul marketing investments. Other marketing tools have better yields short term, and professionals know it (so don't let them bully you). 

Here are 3 Tips to Build Your SpecFic Author Platform:

1. Know Your Stories' Themes: This probably won't be obvious to you until you've drafted (not necessarily published, but at least drafted) a few books. Once you can discern your repeating theme, you've got your "thing" that you can leverage into a topic that you incorporate into your social presence. Is bodily autonomy a repeating theme? Where is the issue being raised in the news, in pop culture, in lesser-known niches? Discuss on your socials. Are there other artists whose works also address your theme? Promote them. 
2. Share Your Inspirations: Playing fast and loose with mythology in your stories? Does the way of the Fey seep into your world-building? What about cats? Fetishes (of the idol or sexual kind)? What attracted you to those influences? Would you consider yourself a student of those inspirations? Do you continue to read about and/or discuss them? Great! Share your sources, discoveries, and thoughts. Solicit input from other enthusiasts or experts. Be a fan.
3. Keep Learning, Keep Leading, Keep Current: Your platform is a living thing. Neglect it, and it loses its value. That includes your interests and themes, both should show your continuous engagement. Being static doesn't help you. It can, in fact, hurt your platform. It's fine if your interests change--personal and professional growth are good things! Make sure to bring your audience along with you on your journey by sharing what attracted you to the new shiny. Did you do a 180 on a formerly held belief because of new information? Great! Share what changed your mind and how it is/will be reflected in your work.

Bloom Where Planted

 I took a walk through the neighborhood this morning, specifically through the parts of the development that are under construction. Lots of houses in various stages of construction. A ton of empty lots awaiting their turn. On those lots were wild flowers. 

Morning glory and patches of Large Flower Mexican Clover. (The little pale pink bell flowers.) There were Mexican Blanket flowers volunteering all over the vacant lots, as well as a little orange fire cracker-looking flower called Hairy Indigo. 

What does any of this have to do with marketing 'shoulds'? Just this: These flowers are growing in disturbed soil - soil that used to be a forest that was bulldozed to make way for houses. Tragic for the forest and everything that lived in it, yet from the wasteland of bare earth and weeds left behind, beauty arises.

Marketing is the wasteland. Hey. That's just how it feels to me. No hate if it's your happy place. It isn't mine. Not yet. It's foreign soil and my roots aren't buried very deep in it. But. I've found a few folks who've managed to break marketing down into bits and pieces that I can usually manage. And from there, I can do my best to connect with readers. 

Connecting with readers. That's the whole point, isn't it?ha

So marketing, to me, is about blooming where you're planted. To the extent that you can bloom. And make that public. One friend runs a marketing class that focuses only on how to engage on social media - no. Not necessarily authentically. You're playing a part - the part of the author who wrote that thing someone loved. So in no way should you be entirely yourself or let it all hang out. You're fishing for engagement. Likes. Interaction. Comments. On FB, for example, these interactions get your author page served to more and more people. Not all of your content on your author page has to be about books or the genre in which you write. The class posits a formula for personal shares versus genre or book related memes and posts - about 5 to 1. For every 5 bookish, genre, or related content you post seeking engagement, you can post a pet photo and encourage followers to post their pets in comments AND THEN GO LIKE AND COMMENT ON EVERY SINGLE ONE. 

Oh look. It's a lot like work. Work that I could be doing on a book. Dang. Still. If you want to grow an audience, engaging that audience is The Way (TM). See what the SFR author did there with the Madalorian nod? Yeah. 

Find a bare patch of marketing earth. Dig your roots in. See if you can't lure readers into responding to your posts, tweets, videos, or what have you. Bloom.

Marketing Ya Ought To: Post Regularly

Marketing: One "thing" I do (or ought to do) to expand my reader reach/awareness...

As part of team #YaOoughtTo, one thing I know I ought to do and spectacularly fail to do is to post to my socials with regularity. It's not that I don't check Twitter and FB multiple times a day, it's that I'm a lurker extraordinaire. 

However, if I want to build engagement, I need to ...engage. Funny how that works, eh? If I can create a reader expectation that new "content" will be available every Tues & Thurs, then slowly but surely those interested will know to check for said new content and their awareness of my existence doesn't fade away between book releases. 

Consistency, it's the same theory behind publishing monthly newsletters. It's all about creating reader expectations and delivering on them. (Yeah, I don't do monthly newsletters either, just new release newsletters.#YaOughtTo) 

Reaching Readers: Hashtag Your Heart Out

Hi all! This week's topic at the SFF Seven is Marketing: What's one thing you do (or know you should do) to expand your reach/reader awareness?

I feel like I could list so many things, but after some thought, I settled on one: Hashtags. 

As a visual person, Instagram quickly became my social media of choice for reaching readers. Also though, as a romantic fantasy author, that's where many of my readers and potential readers spend their social media time. Bookstagram is still a very active community.

One of the biggest things I've done to find potential readers on Instagram is incorporate hashtags. With regular posting, I've met book lovers who only found my account because they follow a hashtag I happened to use. Often, they tell me that they saw one of my posts, checked out my account, and went on to read my work. 

Another part of Instagram where hashtags can be used is in stories. I see so many authors using stories without connecting to a different audience other than their followers. Once I began incorporating a bookish hashtag in each story, my views went from roughly 24-40 per story to 150-250.

I also learned to do my best to maintain an active story stream with at least five hashtagged stories at any given time. This keeps authors and their work in their readers' minds. Given how many things authors compete with when it comes to vying for reader attention, stories are equivalent to free advertising. They also seem to reach different Instagrammers since some viewers are more likely to scroll through stories than the main feed. It's like a having a second demographic in which to market.

No matter which platform you prefer, I highly recommend learning where your community is, studying how to get your book and name in front of them, and then testing the method. With Insta, hashtags are the way to go because they're such an easy adjustment to make. It might take a bit of research to learn which ones are the most active and grant the most visibility, but it can be done. And trust me! You never know what tag might lead someone to your work, so don't be scared to hashtag everything you share!

So that's my tip! Now come find me on Insta and let's chat about books!

~ Charissa

Want to join my reader group on Facebook? Come say hi!!

Harsh Financial Realities

Author finances are, for me, a long series of wrenching trade offs. My balance sheet bleeds. I've been operating at a loss for enough years that I can no longer file with the IRS as an author. I've been relegated to hobbyist. Also, I've picked up a day job to help get the family through some of the current nonsense because there can never be enough employed people in a household during an economic downturn. At least I'm technical writing, I guess.

This all amounts to me having to make decisions about how and where I publish material based on cost. For the moment, that means that self publishing is out of my reach for the foreseeable future. Professional editors are worth their weight in gold. I prefer not to publish without an editor looking over my stories and calling me out on my bad habits. It's just I don't currently have the gold for that or for good cover art. That can all change at a moment's notice. But the more likely scenario is that I can change that with hard work and book releases. So I'll favor small presses (thank the heavens for The Wild Rose Press) and querying agents about getting back into traditional markets, maybe. Whether I like it or not, this is the way it is for now.

So what convinces me to part with my pinched pennies? Marketing. Low investment ads that allow me to play a long game to build an audience slowly as I finish up the SFR series this year. I committed the cash to join an authors' coop so I could learn from people who are out there in the trenches really doing a good job with marketing. They're being super generous with their knowledge. Learning new skills is always worth the money. Up to the point that you can't pay the mortgage, obviously, but so far that's not at risk. Knock wood.

I don't mean for any of this to come off as a complaint or a plea for any kind of sympathy. I want to be transparent. There are reasons people stop publishing. I won't because I can't. And I have just enough ego mingled with spite to keep throwing my pages out into the aether.

At least with most of the world on lock down, it's not like I'm missing conferences this year?

Y'all stay safe out there.

Penning Promos: Making It Easy for Fans to Retweet & Share

On my mind this week is Penning Promos: Making It Easy for Fans to Retweet & Share. As we march into the autumn release season, social media promotions for new and backlist books are on the rise. We're shaking off the summer sales slump and embracing the cooler curl-up-by-the-fire weather to catch the attention of readers (yes, yes, I know it's still Hellmouth hot outside in most places, but it is October). We all want to support the authors we love, and frankly, authors love the support.

As authors, what can we do to encourage sharing? Post promotions (not ads) that pique interest but don't fully satisfy it.

5 Tips for Sharable Promotions

1. Keep the Promo Short
This is where you use your 1 sentence hook + 2 hashtags + 1 universal link to buy + graphic/image.

Thank you! 😍😍(There is a third and final book in the series, too, but it’s only in ebook.) https://t.co/EBTHr3LHWv

— Vivien Jackson (@Vivien_Jackson) September 13, 2019

See how Vivien was able to retweet with comment and still have BN's original tweet look great? See how BN's original tweet told us very succicently about the book? Yesssss.  That's our goal.

2. Use Hashtags Judiciously 
Limit your Hashtags to 3. One of those should always be your genre. Remember, hashtags are a way of including your post in targeted search results. Too obscure a hashtag and no one is going to be searching on that term. Too broad a hashtag and you're lost in the deluge.

The #BookQW word is MISTAKE. Here's a snippet from HAUNTING MISS FENWICK, #99Cent pre-order if you love to #ReadaRegency! https://t.co/NTY3iIAXuP pic.twitter.com/tut4vFsA4F

— Alina K. Field (@AlinaKField) September 25, 2019

3. Include a Graphic Sized for the Platform
We all know desktops,  tablets, and phones render images differently. The same goes for social media platforms. Using the right-sized image is how you prevent your fabulous book cover being cropped to a blurry boob-shot in someone's feed.
➡  Not sure what sizes to use? Try this 2019 social Media Image Cheat Sheet from MainStreetHost Marketing Agency.
➡ Looking for free image creation sites? Try Canva or Book Brush

4. Leverage Image Real Estate
Book cover + short quote + eye-catching background.  Don't overcrowd the graphic. Less is definitely more. It's a companion to your text promo. See how the image enhances the post?

#Interview + #Excerpt: @jeffekennedy – author of THE ORCHID THRONE – on dreams, dresses, and drafting https://t.co/BbBUwJBs75 pic.twitter.com/3jaDvuBd9K

— 🌟 Dani 🌟 (@dani_reviews) September 26, 2019

5. Be Mindful of Platform Cropping Text and Image
Sure you can write a tome on Facebook (63k characters), but more than three lines of text and the dreaded "See More" pops up. Guess what? Most people don't click that. Plus, if fans share it with a comment (like "zomg, so awesome, buy it now!"), your original text gets shrunk and shortened (depending on platform).

What's the "right" length? Here are three sites with recommendations. YMMV.
➡ The Social Report,   Hootsuite,  Influencer Marketing Hub

In summary, do yourself and your fans a favor, make easy to share social media promotions with properly sized graphics. Hook + hashtag + buy link + image.