With the new year rapidly approaching, the Greenleaf Book Group marketing, digital media outreach, and branding teams share the trends they predict will have the greatest impact on the book marketing landscape in 2024.

Jen Rios, Director of Marketing

Trend: Targeted Audiobook Promotion

There’s no denying it—audiobooks are hot. Sales in the audiobook space have grown for 11 consecutive years and generated $1.8 billion in sales in the US in 2022, according to the Audio Publishers Association. With this growth comes increased competition and demand for readers' attention. This is where targeted marketing efforts can make a big impact. By strategically marketing to the right readers in the right place, you ensure your book is reaching an interested and engaged audience. Two places to consider targeted promotion include podcast ads and Spotify ad campaigns. These two mediums provide a powerful way to introduce your book to readers interested in your topic or genre. You can also generate buzz with a NetGalley for audiobooks listing or genre-targeted ad. An ad placement in AudioFile magazine, the premiere publication for audiobook lovers, can also introduce your book to a voracious group of audiobook enthusiasts.

Chelsea Richards, Marketing Manager

Trend: Digital Airport Advertising

As business and leisure travel continues to rebound post–Covid-19, airport bookstores are once again brimming with readers looking for new books and authors. That growth is expected to continue in 2024, making digital airport advertising a key component for authors looking to boost their marketing campaigns. For authors with distribution in airport bookstores, digital airport advertising takes their promotion to the next level, allowing them to strategically reach on-the-go readers and business travelers on screens throughout major US airport hubs.

Amanda Marquette, Senior Marketing Strategist

Trend: Spotify Targeted Advertising

Audiobooks have officially made their way to Spotify! In 2024, it will be crucial for authors to promote their book (whether print, ebook, or audiobook!) on the largest music and media streaming platform with 163 million monthly active ad-supported listeners. Partner with a professional voice actor, and bring your book to the ears of readers based on demographics like age, location, interests, and real-time targeting based on playlists listening.

Danielle Green, Brand Strategist

Trend: Clean and Purposeful Brand Design

When creating your online website and platforms for your brand (business or personal), having a simple but impactful design will be crucial in 2024. Removing the clutter from your content and streamlining your service offerings on your website will help your target audience understand your brand clearly and concisely. Having a clean and purposeful brand design on your website will transfer to your other online platforms and, eventually, help to create stronger book promotion when you approach your publication date.

Madelyn Myers, Marketing Strategist

Trend: Book Club Outreach and Promotion

Book clubs are a fantastic way to reach new readers, increase reviews, and connect with your audience on a personal level. Whether you are a part of a book club yourself or are looking to break into the space, there are multiple ways to reach these audiences. You can research clubs on social media and send them messages about your book, talk to your local library or bookstore, ask your personal and work networks for suggestions, or advertise directly on sites that host clubs like BookClubs.com. Once you’ve found a group that has added your book to their reading list, there are a few ways to further connect with those readers. You can create a discussion guide with questions for the group to consider while reading your book and offer this guide directly to book club members, or post it on your website for readers to download. You can also make yourself available for a Q&A. Making these personal connections and spending time with people who care about your work is a fantastic way to increase awareness for your book.

Gwen Cunningham, Digital Media Outreach Strategist

Trend: Influencer Marketing

Influencers and, in particular, BookTok have made their way into the publishing world, and they are here to stay. Incorporating influencers into your campaign offers a new and fresh way to promote your book in a way that organically speaks to your audience. Collaborating with BookTok and Bookstagram accounts to promote your book and engage in conversations surrounding your book and expertise is an ideal way to sell your book without having to sell it.

Kayleigh Lovvorn, Digital Media Outreach and Marketing Strategist

Trend: Live Q&As and Interviews

Communicating with your audience in real time is a great way to help your readers feel more connected to you and your work. When your brand is polished and your presence on social media channels is solidified, schedule and promote a thirty-minute live Q&A session where your readers can ask you questions and hear directly from you. Live sessions like this allow you to showcase your expertise, share your writing journey, and promote your book to an even broader audience. This can be done through your own social media channels—Facebook, Instagram, YouTube, and TikTok all have fantastic live-streaming options that allow for incoming comments and questions—or by connecting with a media outlet aligned with your brand and mission for an interactive, live conversation about what matters most to you. For bonus promotional materials, record your live-stream Q&A or interview session, and repost your favorite clips and moments over the next several weeks to continue driving interest in both you and your book.

Interested in learning more about how Greenleaf’s marketing and branding experts can help you take advantage of some of these trends in 2024? Send us an email and let’s talk!