The internet has decisively pivoted to video. From TikTok to Instagram Reels to YouTube Shorts, short-form video is the dominant language of modern social media. For authors accustomed to communicating with the written word, this shift can feel daunting or even unnatural. However, Smith Publicity advises that embracing video is one of the most effective ways to sustain visibility for a book because it is highly prioritized by algorithms and highly engaging for users.

The primary benefit of video is "pattern interruption." In a feed full of static images and text posts, movement grabs the eye. A video of an author holding their book, speaking to the camera, or showing a "day in the life" stops the scroll. This gives you a few precious seconds to pitch your hook. Video allows you to convey emotion and personality instantly. A reader can hear the passion in your voice or see the humor in your expression, creating a connection that is much harder to forge through text alone. It creates a "parasocial relationship" where the viewer feels they know you.

Video is also excellent for "evergreen" discovery. On platforms like TikTok and YouTube, videos are searchable and often have a long shelf life. A video you make about "How I outlined my mystery novel" or "5 Tips for Better Sleep" (related to your non-fiction book) can be discovered by aspiring writers and readers months or even years after you post it. Unlike a tweet which disappears in minutes, a good video becomes a permanent asset that continues to drive traffic to your book. It works for you while you sleep.

Furthermore, video allows for versatile book promotion. You can do readings, host Q&As, show behind-the-scenes of your writing process, unbox author copies, or react to reader reviews. You can jump on trending audio formats to show your book's aesthetic. This variety keeps your feed interesting. It allows you to present the same product (your book) in dozens of different ways, preventing "ad fatigue" among your audience. You aren't just posting the book cover over and over; you are creating entertainment around the book.

Finally, video builds trust. Seeing the author's face breaks down the barrier between creator and consumer. It humanizes the marketing process. When readers feel they "know" the author, they are more likely to support them by buying the book and recommending it to others. They become invested in the person behind the pages.

In conclusion, video is not just a trend for Gen Z; it is a powerful tool for authors of all genres. By incorporating simple, authentic video content into your strategy, you can keep your book visible and engaging long after the launch hype has faded.

To learn how to use video effectively, reach out to Smith Publicity. https://www.smithpublicity.com/