I think the author was a bit confused on what „do social media“ means. This, like any other promotional marketing channel, lives based on building an audience that comes for that value OR is genuinely interested in your content.
Just creating some random videos about god knows what without any overarching context or value (entertainment) provided, leaves the audience clueless about what this channel means.
It’s like your uncle uploading random videos without any sort of narrative and each video being completely random.
Doing „social media“ probably means to either build a following by providing content that involves book or are around the topic books, that regardless of interest in the current book in question, will make the audience come back because they are getting some kind of value and/or entertainment.
Posting videos about a book and then next about a husband walking the dog does not really spark an interest to come back for more (unless I am personally interested to support a particular creator (which these followers also did)).
Unfortunately just trying to build a social media presence to promote a book is naive. The advice to „do social media“ is too broad. But social media IS a powerful channel to reach audiences, just not without either already owning a channel that covers the subject matter on a regular basis to attract the audience or without the willingness to spend money. Placing advertisements or striking deals with book related channels would probably be more effective.
Just creating some random videos about god knows what without any overarching context or value (entertainment) provided, leaves the audience clueless about what this channel means.
It’s like your uncle uploading random videos without any sort of narrative and each video being completely random.
Doing „social media“ probably means to either build a following by providing content that involves book or are around the topic books, that regardless of interest in the current book in question, will make the audience come back because they are getting some kind of value and/or entertainment.
Posting videos about a book and then next about a husband walking the dog does not really spark an interest to come back for more (unless I am personally interested to support a particular creator (which these followers also did)).
Unfortunately just trying to build a social media presence to promote a book is naive. The advice to „do social media“ is too broad. But social media IS a powerful channel to reach audiences, just not without either already owning a channel that covers the subject matter on a regular basis to attract the audience or without the willingness to spend money. Placing advertisements or striking deals with book related channels would probably be more effective.