Usually authors who want to publicise their books are recommended to use social media. I’m sure it can be effective but it’s not a quick fix, it needs work putting in.
Facebook is probably the most versatile tool, but I’m not sure about it’s reach – it only communicates to people you already know, or those who deliberately seek you out then find you in the throng of others across the world who share your name.
Twitter has potentially a much wider potential to attract new interest with judicious use of hashtags. But how many billions of users are there now? The competition for attention is enormous unless you’re a major celebrity. Sure you can say something profoundly attention-grabbing in 140 characters, then a minute later you’re number 1000 in the profound twitter stream. Building a significant audience is a steep mountain to climb.
Instagram looked the most promising marketing tool to me. It’s the photographic equivalent of Twitter that got a lot of publicity when Facebook bought it for an astronomical sum just before the public flotation. Not yet as oceanic as Twitter, but sharing the hashtag basis so more focussed than Facebook.
Since the book I wanted to publicise, Watching Marilyn, featured Marilyn Monroe it meant I could base the marketing campaign around photos of her – of which there must be thousands to choose from, she was constantly photographed over a period of almost 20 years. And photographs of her, some well known, some rarities, are still hugely popular among an army of fans on the internet (I share the opinion that movie stars ain’t what they used to be). Definitely pictures of Marilyn attract more attention than photographs of the Cuban Missile Crisis which is one of the other major themes in my book, or photos of American political corruption (everyone just takes that for granted).
So my instagrams were photos of MM, where possible with an appropriate quote from the book for publicity purposes (Instagram allows more than 140 characters), and a #MarilynMonroe as well as a #WatchingMarilyn hashtag. And it did seem to work. My first instagrams attracted a handful of likes. Before long, as my audience grew, they were getting 50 or so likes each. I can’t tell what proportion of people who view the instagram (aka advert) bother to press the like button, but I assume most don’t, so the 50 likes represent a lot more views.
I was feeling reasonably pleased. Then I looked at the output of one of my fellow #MarilynMonroe hashtag users called @welovemarilyn. He/she (there’s no personal info associated with the account) was posting the same kind of photos as I was, putting up one or two every day, and was by then up to number 425 – probably over a year’s worth of dedicated uploading. For @welovemarilyn it was really working. Within 25 minutes of putting a picture online he was getting around 2500 likes.
That’s a hundred people a minute hitting the like button. How many more viewing? Within a couple of days, as dawn swept around the globe, he was regularly accumulating over 10,000 likes per photo, and for some photos where Marilyn is wearing an especially décolleté dress over 25,000. By daily posting of a picture of Marilyn Monroe @welovemarilyn has accumulated over 200,000 followers. And why not – Marilyn was a very attractive woman.
So if I kept up the campaign to promote my book for a year would I accumulate that many followers? Equally important, since instagraming is not my main occupation, how many book sales would it translate to? The followers of the #MarilynMonroe hashtag seem, in the main, to be nice people, sincere in their fandom, mostly gentle souls compared to many on the internet. But I don’t get the impression they’re great book buyers.
So would it be more effective to target my marketing at a more serious audience? There are currently 107,088 posts on Instagram with the hashtag #MarilynMonroe. There are 18 with the hashtag #CubanMissileCrisis.