I'll admit it: for a long time, TikTok sat firmly in the category of "things other people do."
Like many writers of a certain vintage, I looked at it and assumed it probably wasn't designed with me in mind. My mental image involved complicated trends, dancing teenagers, music I didn't recognise and a level of technological confidence that I wasn't entirely convinced I possessed. As a result, I managed to avoid it quite successfully for rather a long time.
Eventually, however, curiosity got the better of me. As authors, we spend our lives encouraging ourselves to try new things, explore unfamiliar territory and occasionally step outside our comfort zones, so it seemed a little hypocritical not to take my own advice.
Two months later, I'm very glad I did.
When I started, I had around very few followers. Today, that figure is approaching 1,500. While follower numbers are only one measure of success, what has interested me far more is the fact that I can see a genuine connection between my activity on TikTok and my book sales. Whenever I post consistently, I notice more engagement with my work and, perhaps more importantly, more people discovering my books for the first time.
I should stress that this isn't one of those miraculous stories you sometimes see online where someone claims to have become an overnight sensation. My experience has been much more ordinary and, in many ways, much more encouraging. What I've found is that showing up regularly, sharing content that interests me and gradually building relationships with an audience has produced steady, measurable results.
The other surprise has been how much I enjoy it.
Initially, I was nervous. I suspect most writers will understand that feeling. We spend a great deal of time hiding behind keyboards and carefully chosen words, so the prospect of suddenly appearing on video for complete strangers can feel slightly alarming. I worried about saying the wrong thing, looking ridiculous or simply not knowing what I was doing.
As it turns out, not knowing what you're doing is a perfectly normal place to start.
These days, creating videos has become something I genuinely look forward to because I've stopped worrying about whether I'm doing TikTok "correctly" and started focusing on sharing things that genuinely interest me. Most of my content revolves around subjects that naturally connect to my writing: philosophy, motivation, toxic relationships, personality disorders, ADHD, survival, resilience, public speaking and the occasionally strange observations that occur to me while navigating everyday life.
Every now and then, my dog makes an appearance. Given that I'm about to get a puppy, I suspect readers should prepare themselves for a significant increase in canine content over the coming months.
Surprisingly, or perhaps not surprisingly, people seem to enjoy that.
One of the biggest misconceptions authors have about social media is that every post should be about their books. In reality, only around one in ten of my TikTok posts directly features one of mine. Even then, I usually try to include some humour or tell a story rather than simply presenting the book itself.
The reason is quite simple. Readers rarely connect with a book before they connect with the person behind it. Our writing is an extension of our interests, experiences, beliefs and obsessions. When people follow us online, they are often becoming interested in the things that eventually find their way into our books.
In many respects, my TikTok account isn't really about my books at all. It's about the person who writes them.
If you're considering giving TikTok a try yourself, my advice would be not to overcomplicate it. Spend some time exploring the platform and paying attention to people whose content you genuinely enjoy. You'll quickly notice that many successful videos are remarkably simple. Some consist of nothing more than a thought-provoking quote, a personal observation, a short story or someone speaking directly to the camera about something they care about.
You don't need professional equipment. You don't need a production team. You certainly don't need to dance, despite what many of us originally feared.
What matters far more is understanding the audience you hope to reach. If you write crime novels, historical fiction, fantasy, self-help, memoir or children's books, there are already communities discussing those subjects every day. TikTok is surprisingly effective at finding people who share particular interests, which means the goal is not to attract everyone but to attract the people most likely to connect with your work.
Consistency appears to matter more than perfection. I've been posting daily, not because every post is brilliant but because every post teaches me something. Some perform extremely well. Others disappear with all the grace and impact of a pebble dropped into the ocean. Both outcomes are useful because they tell me something about what resonates with my audience.
I've also experimented with promoting a handful of posts. One reached more than 16,000 views and several others reached around 1,800. While paid promotion isn't essential, I have noticed that the posts I've chosen to promote have generated additional engagement and, importantly, additional sales.
For creating videos, I've found CapCut particularly useful because it provides templates and editing ideas that remove much of the technical intimidation. There are plenty of alternatives available, so the important thing is simply finding a tool that feels comfortable for you.
Perhaps the most important lesson I've learned, however, has nothing to do with algorithms, editing software or follower counts.
It's that social media becomes far more enjoyable when you stop viewing it as marketing and start viewing it as conversation.
As writers, we already spend our lives thinking about ideas, telling stories and connecting with people. TikTok is simply another way of doing that. Once I stopped worrying about promoting books and started sharing the subjects I genuinely care about, the whole process became easier, more enjoyable and, somewhat ironically, more effective.
After all, our books don't emerge from a vacuum. They grow out of the things that fascinate us, challenge us, amuse us and occasionally drive us slightly mad. Sharing those interests with others doesn't feel like marketing. It feels like being human.
And if you're anything like me, you may discover that stepping outside your comfort zone turns out to be rather good fun after all.
A Gentle Step-by-Step Guide to Getting Started on TikTok
If you have never used TikTok before, the first thing to know is that it looks far more alarming from the outside than it actually is. Like most platforms, it feels confusing for approximately seven minutes, mildly irritating for another ten, and then suddenly you find yourself watching a woman in Yorkshire explain sourdough, a Labrador falling off a sofa, and an author giving excellent advice about character development.
- Start by downloading the TikTok app onto your phone from the App Store or Google Play. Once it is installed, open the app and create an account using your email address, phone number, Apple account, Google account or Facebook account. I would suggest using an email address you regularly check, because it makes security and password recovery much easier.
- Once your account is created, go to your profile by tapping “Profile” at the bottom of the screen. Add a clear profile photo, ideally one where people can recognise your face, rather than a distant holiday photo where you are approximately three pixels wide. Then add a short bio saying who you are and what you write about. Keep it simple. Something like: “Author writing about survival, toxic relationships, ADHD and rebuilding your life,” is far better than trying to sound mysterious and literary while accidentally telling people nothing.
- Next, check your settings. Tap the three-line menu at the top of your profile, then go into “Settings and privacy”. TikTok recommends using the security check-up area to verify your phone number or email address, turn on two-step verification and review any devices connected to your account. This is not exciting, I know, but neither is having your account hacked by someone selling sunglasses.
- You should also decide whether you want a public or private account. If you are using TikTok to reach readers, you will almost certainly want a public account, because private accounts limit who can see your posts. You can change this in the app by going to Profile, tapping the menu, then Settings and privacy, then Privacy.
- Before posting anything, spend a few days simply watching. Search for topics connected to your books, your interests and your readers. Look up authors in your genre, BookTok, writing tips, ADHD, trauma recovery, fantasy books, crime fiction, memoir writing or whatever fits your world. TikTok’s “For You” feed is personalised around what you watch, like, comment on and engage with, so the more intentionally you use it, the more relevant it becomes.
- When you are ready to post, tap the plus sign at the bottom of the screen. You can record a video directly in the app, upload one from your phone, add text, music, captions and effects, then write a short caption before posting. TikTok has built-in tools for creating and editing videos, so you do not need to become a film producer overnight, which is fortunate for all of us.
- For your first few videos, keep it easy. Share a quote connected to your book’s theme. Talk for thirty seconds about something your readers often ask you. Show your writing desk. Hold up your book and tell the story behind it. Share a funny moment from your writing life. Let the dog wander through shot if necessary; frankly, the dog may outperform all of us.
- Try not to make every post about buying your book. A helpful rhythm is to make most posts about your themes, ideas, personality and reader interests, with the occasional direct book post woven in naturally. Think of TikTok as a conversation rather than a shop window.
- Once you have posted a few videos, look at what people respond to. TikTok’s creator tools include analytics and content performance information, which can help you see what is working. Do not panic if some posts do very little. That is normal. Every post gives you information.
- If you want to experiment with paid promotion, TikTok has a “Promote” option that can increase visibility and engagement on selected posts. I would only promote posts that are already clear, engaging and relevant to your audience, rather than throwing money at something just because it exists.
- Finally, manage the app so it does not manage you. Keep TikTok on your phone, but give it boundaries. Turn off unnecessary notifications, set a posting routine, and decide when you will check comments rather than dipping in all day like a person who has suddenly lost ownership of their own thumb. You can also use content preferences and keyword filters inside the app if you want more control over what appears in your feed.
The main thing is to begin gently. You do not need to be polished, trendy or twenty-three. You just need to be recognisably yourself, sharing things that matter to you and your readers. That is where the connection begins.
Mary Turner Thomson is an international best-selling author, writing coach, editor and publishing consultant. She specialises in helping people tell their stories, and is passionate about not victim shaming – including not victim shaming ourselves. She’s also the author of two true crime memoirs and a novel about resilience.