What to Share on Social Media Before Your Book Is Written
You're months away from publishing, staring at that blank Instagram post, and thinking: "What am I supposed to share when I can't even say 'buy my book' yet?"
Here's what nobody tells you: The time BEFORE your book is available? That's actually when you have the most creative freedom. No sales pressure. No algorithm stress. Just pure connection-building with readers who will become your book's biggest champions.
I've helped hundreds of authors build engaged audiences before their books were even finished. Here's exactly what works - with real examples you can adapt today.
The Truth About Building an Audience Before You Publish
Most authors wait until their book is done to start marketing. Then they wonder why launch day feels like shouting into the void.
The authors who succeed? They're building relationships months before anyone can buy anything. They're creating anticipation. They're becoming the author readers already know, trust, and are excited to support.
So that's exactly what we're going to give them.
The Three Types of Content That Turn Strangers Into Readers
Forget everything you've heard about "author platforms." We're keeping this simple. Every single post you create falls into one of three categories:
Connection Content - Makes readers feel seen and understood
Warming Content - Helps readers get to know and trust you
Converting Content - Gets readers on your email list (yes, even before your book exists)
Let me show you exactly what each looks like.
Connection Content: Make Readers Feel Seen
This is where 80% of your content lives when you're 6+ months from publishing. You're not talking about your book - you're talking about THEIR life.
For Fiction Authors:
The "Is It Just Me?" Post Instagram/TikTok: "Anyone else read the last page first because you NEED to know everyone survives? No? Just me and my anxiety? 😅"
The Character Archetype Post Instagram Reel with trending audio: "POV: You're reading and the morally gray character shows up points to self repeatedly My type. That's my type. Every. Single. Time."
The Reader Habit Confession Facebook/Instagram: "I have 47 books on my nightstand but just bought 3 more because they were on sale. This is normal, right? RIGHT?"
The Emotional Reality Check Any platform: "Still not over that character who died 73 books ago. If you know, you know. 💔"
The Genre Love Letter Instagram carousel: Slide 1: "Signs you're a fantasy reader" Slide 2: "You judge books by their maps" Slide 3: "You have strong opinions about magic systems" Slide 4: "You've planned your dragon rider name" Slide 5: "You're still waiting for your powers to manifest"
For Non-Fiction Authors:
The Symptom Callout Any platform: "That moment when you realize you've been in back-to-back meetings for 6 hours and haven't eaten anything except coffee. Burnout isn't a badge of honor, friends."
The Myth Buster Instagram/TikTok: "Unpopular opinion: You don't need to wake up at 5am to be successful. You need to find a routine that actually works for YOUR life."
The "This Is Your Sign" Post Facebook/Instagram: "This is your reminder that rest is not a reward for productivity. Rest is how you BECOME productive."
The Problem Validation Any platform: "If you've ever felt like you're behind in life because social media makes everyone else look like they have it together... you're not alone. Nobody has it together. We're all just doing our best."
Why These Work:
These posts work because they're not about you or your book. They're mirrors that reflect your readers' experiences back to them. When someone sees themselves in your content, they stop scrolling. They engage. They follow. They remember you.
Warming Content: Let Readers Get to Know You
Once people are engaging with your connection content, it's time to let them see who you are. Not as "an author" but as a human they'd want to grab coffee with.
The Vulnerability Post
Any platform: "Three years ago, I was [specific struggle your ideal reader faces]. Today, I'm [small win that shows progress]. Still figuring it out, but proud of how far I've come."
The Values Stand
Instagram/Facebook: "Hot take: Success without [value important to your readers] isn't success at all."
The Behind-the-Scenes Reality
Instagram Stories/TikTok: "What writing a book actually looks like: [photo of messy desk, cold coffee, notebook with crossed out lines] Glamorous, right?"
The Personal Win
Any platform: "Small victory: [something your readers would relate to and celebrate]. Sometimes the little things are actually the big things."
The Honest Struggle
Instagram/TikTok: "Things I'm working on: [list 3-5 things your readers also struggle with]. Anyone else? Let's figure this out together."
Converting Content: Build Your Email List Before You Launch
Here's where most authors mess up: They wait until their book is available to start building their email list. Meanwhile, all those engaged followers? They disappear into the algorithm void.
Start converting followers into email subscribers NOW.
The Sneak Peek Strategy
Any platform: "Working on something special for everyone who's been here since the beginning. Drop your email at [link] to be the first to know when it's ready. 👀"
The First Chapter Tease
Instagram/Facebook: "Who wants to read the first chapter before anyone else? Comment 'ME' and I'll send you the link to grab it." (Then DM them your newsletter signup link)
The Beta Reader Call
Any platform: "Looking for 10 readers who love [genre/topic] to give feedback on my upcoming book. Interested? Sign up here: [link]"
The Insider List
Instagram Stories with link sticker: "Creating a special list for early updates, exclusive content, and first dibs when my book launches. Want in?"
The Value-First Freebie
For Non-Fiction - Any platform: "Created a free guide on [specific solution to reader's problem]. Grab it here: [newsletter link]"
For Fiction - Any platform: "Made a 'What [genre] book should you read next?' quiz. Find your perfect match: [newsletter link]"
Your Month-by-Month Posting Strategy
6+ Months Before Publishing:
70% Connection content
20% Warming content
10% Converting content
Focus: Building awareness and engagement
3-6 Months Before:
50% Connection content
30% Warming content
20% Converting content
Focus: Building trust and email list
1-3 Months Before:
30% Connection content
30% Warming content
40% Converting content
Focus: Creating anticipation and growing your launch list
Platform-Specific Quick Wins
Instagram:
Use carousel posts for lists (they get 3x more engagement)
Stories for behind-the-scenes and quick polls
Reels for trending audio + relatable content
Bio link to your email signup ALWAYS
TikTok:
Hook in first 3 seconds ("You know what nobody talks about?")
Use trending sounds with your own twist
Keep it under 30 seconds
Text overlay for silent scrollers
Facebook:
Longer-form posts perform better here
Join genre/topic-specific groups and engage genuinely
Share in groups (following their rules) when relevant
Use Facebook Stories - less saturated than Instagram
The Content Creation System That Saves Your Sanity
Sunday: Batch Creation (1 hour)
Choose 3 connection posts
Choose 1 warming post
Choose 1 converting post
Write all captions
Create/find visuals
Daily: Post & Engage (15 minutes)
Post your scheduled content
Respond to comments
Engage with 5 other accounts in your genre/niche
That's it. 1 hour and 15 minutes per week. You can build an engaged audience in less time than a Netflix binge.
Your 30-Day Quick Start
Week 1: Post 3 connection posts. Just start. They don't have to be perfect.
Week 2: Add 1 warming post. Share something real about yourself.
Week 3: Add 1 converting post. Start that email list.
Week 4: Engage with 5 accounts daily in your genre. Build real relationships.
Track what gets the most comments (not just likes). Do more of that.
The Bottom Line
You don't need to wait until your book is done to build your audience. In fact, if you do, you're already behind.
The readers who will love your book are scrolling Instagram right now, looking for content that speaks to them. They're on TikTok hoping to find their next favorite author. They're in Facebook groups waiting for someone who gets them.
Be that someone.
Start with one platform. Post consistently for 30 days. Watch what resonates.
Your future readers are out there right now. Give them a reason to stop scrolling and start connecting.
Ready to Turn This Into a Complete System?
If you're loving these strategies but want the complete framework - including 100+ post templates, content calendars, and book hooks - grab Stand Out Social Media For Authors.
It's everything you need to build a engaged audience before your book launches (and keep them coming back for every book after).
At just $37, it's less than you'd spend on a single Facebook ad that probably won't work anyway.
P.S. - Still feeling stuck? Start with just ONE connection post this week. Seriously. One post. Watch what happens when you stop talking about your book and start talking to your readers. It changes everything.
