In this week's episode, we take a look at six marketing lessons writers can learn from TikTok. I also answer questions about my new book BLADE OF FLAMES.
This coupon code will get you 50% off the audiobook of Shield of Storms, Book #1 in the Shield War series, (as excellently narrated by Brad Wills) at my Payhip store:
FALLSHIELD50
The coupon code is valid through October 6, 2025. So if you need a new audiobook this fall, we've got you covered!
TRANSCRIPT
00:00:00 Introduction and Writing Updates
Hello, everyone. Welcome to Episode 270 of The Pulp Writer Show. My name is Jonathan Moeller. Today is September 26th, 2025, and today we are looking at six trends from TikTok that help with marketing books (even if you're not on TikTok). We'll also answer some questions about my new book, Blade of Flames. Before we get to our main topics, we will do Coupon of the Week and a progress update on my current writing projects.
So let's start off with Coupon of the Week. This week's coupon code will get you 50% off the audiobook of Shield of Storms, Book One in the Shield War series (as excellently narrated by Brad Wills), at my Payhip store and that is FALLSHIELD50. And as always, the coupon code and the links to my store will be available in the show notes. This coupon code is valid through October 6, 2025. So if you need a new audiobook to listen to this fall, we have got you covered.
Now here is where I'm at with my current writing projects. As I mentioned last week, Blade of Flames is now out and you get it at Amazon, Barnes & Noble, Kobo, Google Play, Apple Books, Smashwords, and My Payhip store. Now that it is out and published, my new main project is I'm finally returning to the Nadia series. I am 50,000 words into Cloak of Worlds, which I believe puts me on chapter 10 of 28, though I'll probably split up some of the longer chapters in editing to make them punchier. So hopefully that will be out in October, probably towards the end of October (if all goes well).
My secondary project is now Blade of Shadows, which will be the sequel to Blade of Flames and the second book in my Blades of Ruin epic fantasy series. And as of this recording, I'm about 4,000 words into it and I'm hoping that'll be out towards the end of November, maybe right before or right after Thanksgiving, depending on how the next couple of weeks go.
In audiobook news, Shield of Power is now finally out at all audiobook stores: Audible, Amazon, Apple, Google Play, Kobo, Chirp, Spotify, and all the others. You can listen to that on a platform of your choosing. Recording is almost done on Ghost in the Siege and I should have some audiobook files to proof for that soon. So that is where I'm at with my current writing, audiobook, and publishing projects.
Now, Blade of Flames is the first book in a new epic fantasy series with the first new protagonist I've had since I wrote Rivah in Half-Elven Thief back in 2023. So as you might expect, it has generated more than the usual amount of reader questions. So for convenience, I will answer them all right here on the show.
Question #1: Is Blade of Flame set in the world of Andomhaim/Owyllain (from Frostborn Sevenfold Sword, Dragontiarna, Dragonskull, and The Shield War)?
Yes, it is set in Owyllain, specifically in the Year of Our Lord 1588, so 88 years after the end of The Shield War.
Question #2: Is Ridmark the main character?
No, the main character is named Talembur. I've written 43 books with Ridmark as either the protagonist or one of the protagonists, and across those books, Ridmark has gone from an angry young man to a grandfather, so it was time to do something different. The poor man deserves a break after 43 books.
Question #3: Is Talembur secretly Ridmark in disguise?
No.
Question #4: Is Talembur secretly…(various character theories)?
No, Talembur's a new character.
Question #5: Do you need to read any other books before starting Blade of Flames?
No. That was one of my intentions in writing it. You can read Blade of Flames without having bred any of the other Andomhaim books, since all the major characters in Blade of Flames are new and we're in a part of Owyllain we've never visited before.
Question #6: Are there any recurring characters in Blade of Flames?
Exactly one and that character only has, like three lines. Well, two (technically, depending on how you look at it).
Question #7: Will other recurring characters return in future Blades of Ruin books?
Yes, but we shall have to read and find out after I write them.
Question #8: The opening is very similar to Frostborn: The Gray Knight, isn't it?
Yes, for reasons that will become clear. Without any spoilers, let's say that this similarity is a significant plot point.
Question #9: Is there a dog in this book?
Yes. People like dogs, so there is a dog in the book.
Question #10: Does the dog die?
He does not.
Question #11: Seriously, truly, does the dog die?
I promise the dog does not die.
Question #12: How many Blades of Ruin books will there be?
I'm planning for 12, though that might change if I have a good idea that requires an extra book or if I think I can consolidate it down.
Question #13: Will there be Blades of Ruin audiobooks?
That is the plan, if all goes well. Brad Wills has signed up to narrate the series.
Question #14: Are you still going to write Rivah books?
Yes. After I publish Cloak of Worlds, which as I mentioned will hopefully be sometime in October, I will start writing the next Rivah book, Elven-Assassin.
Question #15: Are you still going to write Caina books?
Eventually. I need some time to think about where they're going to go next. I have done this before. There is a two year gap between Ghost in the Sun (the end of the Ghost Night series) and Ghost and the Serpent because I wanted to think about what to do next. At this point in my life, I don't want to have any more than three unfinished series at any one time, so we'll see what I want to do next when either Blades of Ruin, Cloak Mage, or Half-Elven Thief are completed.
Question #16: Seriously, Talembur is secretly Ridmark, isn't he?
In 1884, retired Civil War General William T. Sherman was approached about running for president. He point blank refused, famously stating, "I will not accept if nominated. I will not serve if elected. Though this usually gets paraphrased to "If nominated, I will not run. If elected, I will not serve." He really meant it and refused to get involved in politics for the remaining years of his life. I'm not sure if writers of fiction have the equivalent of a Sherman statement, but if there is, this is it. Talembur is a new character and not secretly a character who has appeared before in the Andomhaim/Owyllain books and I cannot be blunter about it than that.
So hopefully that will answer any questions you may have had about the Blades of Ruin series and Blade of Flames in particular.
00:05:50 Main Topic: 6 Things BookTok Trends Can Teach You About Marketing Books
Now on to our main topic this week, which is six things BookTok trends can teach you about marketing books (even if you don't use TikTok). One thing is clear though, is that books are thriving on the TikTok social media video platform.
Readers (very often in the romance, young adult, and fantasy genres) are excited to show off their trips to bookstore and their "hauls" of the latest books in videos. BookTok influencers are even paid to promote new releases in videos in the same way Beauty Gurus have been paid to promote mascara. Some traditional examples of bestselling BookTok books are the Fourth Wing series by Rebecca Yaros, A Court of Thorns and Roses by Sarah J. Maas, It Ends With Us by Colleen Hoover, and the works of Emily Henry.
Anecdotes are not the same as data of course, but the last couple of times I've been to a Barnes & Noble, I've been surprised by how young most of the customers there are. Obviously that might be attributed to my own advancing age, where I'm very often the oldest person when I go someplace. But nonetheless, I do think this is a real thing where BookTok and TikTok in particular are drawing more young people into reading because they see it's a trendy thing on TikTok, so they get into it.
The BookTok effect can make even an otherwise obscure book the latest bestseller, even one that isn't a new release. Many authors have found success marketing their books on the platform and have seen an increase in their sales from BookTok.
Using TikTok as an author is hardly a requirement, though. In fact, I haven't used it in my marketing because I would rather focus on something like my newsletter that I have control over and that isn't vulnerable to bans. TikTok has been threatened with a US ban several times, but it hasn't ultimately been banned (at this time of this recording), and it doesn't look like that's going to happen since in the past few days, it looks like the US government has managed to finalize the sale of the company to an American investor. Now, as I just mentioned, using TikTok as an author is hardly requirement though, but nonetheless, there are lessons to be learned from the success of BookTok when marketing your books. We'll talk about six of those lessons today.
#1: Have your highlight-worthy quotes and pitch ready.
TikTok is full of action-packed book trailers or short, dramatic reenactments of scenes from books. The most popular of these book-based clips are very short, sometimes even just a single quote or sentence. Some writers write page-length book blurbs, wanting to fit in every detail about their books. In the words of many Internet posters, "too long; didn't read." You need to be able to explain your book in less than three sentences, to clearly explain the main character and the stakes they face. Having a few snappy or interesting quotes from the book itself as a teaser can also be useful aid in marketing. BookTok is a place to learn that art, as many successful authors and BookTok creators have perfected the short summary and attention-getting clips.
#2: Finding Your Readalikes
Libraries and bookstores have long championed "readalikes" in their displays, which are books with similar settings, topics, or themes. For example, fans of suspense writer JD Robb might enjoy books by Patricia Briggs, Karin Slaughter, or Louise Penny. You can find authors that might be similar to you by using the "also read" section of your book's Amazon page. You can also think about themes that may connect your books to others such as "cozy mystery set in Wisconsin", or "friends to lovers romance set in a theme park". These themes can be broken down into something called tropes.
#3: Acknowledging Tropes
Acknowledging tropes (such as plot or character types that frequently appear) used to be a sign of creative weakness, which I honestly always thought was misguided because we're all obviously inspired by previous writers, and so there's nothing wrong with acknowledging that inspiration. Now in the BookTok era, it's how many readers search for books, especially in the romance genres, they try to find "enemies to lovers" or "fake dating" titles. If you can break down two or three tropes that match your series, that will give you an advantage in marketing. There are sites and books with lists of tropes if you're not familiar with the ones for your genres.
#4 Finding Your Market Segment (You're not for everyone.)
My podcast transcriptionist once encountered a new author who insisted they wanted to market their book to all readers and wanted to advertise in every single category Amazon offered since they believed everyone needed to read their gritty memoir about surviving abuse and alcoholism. Whether or not someone believes that everyone needs to read their book, that's a pretty quick way to overspend on advertising while receiving extremely poor results.
The key to understanding online advertising is that the basic principle is the narrower you can target your audience, the more effective your ads are likely to be. Advertising that memoir so broadly that it's in the same category as say, children picture books or German language cookbooks is a quick way to disappoint (or even annoy) potential readers. It's okay that your book isn't a match for every category or type of reader. In fact, it's expected.
There's a reason that the TikTok algorithm quickly pinpoints what viewers are most interested in and brings them similar content, because it's the quickest and easiest way to engage the user. People watching video game themed videos on endless loop probably aren't going to become suddenly interested in the videos about the benefits of living without electricity, for example. It's more profitable to keep showing variations of what they've already seen, with a little bit of new content mixed in. That's true in book advertising, too.
The most effective way to find the readers who are most excited to read your book is to segment your advertising by your subgenres, authors whose books are most similar to yours, and keywords that match your tropes or important features in your book. With enough time and data, you will even be able to segment by a geographic location based on what countries your book sells in the most. The more that you can get specific when creating ads, the more likely you are to limit your spending and find the group of readers who wants to find you the most. And the more you work at marketing, the more you'll realize that the answer is definitely not "everyone."
#5: Don't give up on your backlist.
One of the most surprising parts of TikTok is how often something that's decades old suddenly becomes popular for seemingly no reason at all. For example, 1962 Song "Pretty Little Baby" by Connie Francis was one of the top trending songs of this spring after became ubiquitous in TikTok videos. Books have seen the same phenomenon occur on TikTok. Classics by Jane Austen or Stephen King frequently end up in popular recommendation videos, while slightly older bestsellers by Sally Rooney or Susanna Clarke can get surprising second rounds of attention, too.
The rules of retiring or even abandoning your backlist books may not apply in a social media-based attention cycle where people are constantly discovering books. You can try to rotate your ads to periodically give your older books attention, or if you see a sudden spike in sales on an older title, check through your sales data and social media to understand if there is a specific reason why that's happening and maybe give it some extra advertising funds during that window of opportunity.
I've been an indie author for 14 years now, which means I've built up quite the backlist and I've noticed that very often the backlist will outsell new books. For example, this month (so far as of this recording), Blade of Flames is my new book for the month, and that has been 10% of my revenue for September 2025 so far, which is obviously a significant amount, but 90% of it comes from things I've previously written and I've noticed in previous years as well that for total yearly revenue, the revenue from new books tends to be around 22 to 25% (with the rest of it coming from my accumulated backlist).
#6: (To Use Some Internet Vernacular) Don't Give Readers "the Ick" by Being "Cringe"
Social media requires at least the appearance of ease and authenticity. People talk about something overly manufactured or awkward as being "cringe" or giving them "the ick." How does that apply to marketing your books?
Simply put, don't try to be what you're not. If you're absolutely terrible at being in front of the camera, don't force yourself to make videos. If you're skilled at explaining the historical or cultural influences behind your books, maybe a newsletter or a Substack would be a better use of your marketing time and effort. You shouldn't have to try every possible form of marketing and you probably shouldn't in order to succeed as an author. Just because someone else in your genre is making good money from TikTok or Instagram doesn't mean that it's what's right for you or that it would work if you tried it.
Likewise, be aware of the spaces you're entering and the dynamics of a group when you're entering an online space. Writers who show up in a writing forum, hashtag, or subreddit meant for other writers in order to promote their book aren't in the right spot. In fact, that's why many of those places have a rule against self-promotion. Their time would be better spent in an online space related to their sub-genre where there are readers who are specifically looking for what they have to offer.
Begging or using some sort of pity-based story in your social marketing is not a good plan. Approach your marketing from a place of confidence about your book because desperation is not attractive to potential readers who are surrounded with options. At best, it only leads to short-term results, whereas finding the readers interested in your book will be a better use of your time in the long run. Be confident. Very few people are able to finish a book (much less must publish one), and there's at least a few people out there who will enjoy your book without being guilted into doing so.
I suppose the best rule of thumb overall for social media is don't beg, don't be needy, and perhaps most importantly of all, be as authentic as possible. By that I mean, I don't mean oversharing details about your personal life or personal opinions and beliefs and so forth, but just simply being authentic and not putting on airs or pretending to be something you're not.
So much of what we see on the internet now is fake. Since I published Blade of Flames last week, I've gotten dozens of emails allegedly from "readers" who are interested in helping promote the book, but are actually generated by ChatGPT as a front for various scam services. So the best way to combat that kind of AI generated slop, I think, might just being as authentic as you can without resorting to lies or other fakery.
In conclusion, BookTok has changed many of the old rules about book marketing and brought a new, more diverse, and younger group of readers into the market. Even if you don't plan on using the platform yourself for marketing (and I still don't), there's still many lessons you can learn from BookTok and how it has shifted how readers find books and share recommendations. So I hope that has given you some food for thought about how to approach future marketing efforts.
So thanks for listening to The Pulp Writer Show. I hope you found the show useful. A reminder that you can listen to all the back episodes at https://thepulpwritershow.com. If you enjoyed the podcast, please leave a review on your podcasting platform of choice. Stay safe and stay healthy and see you all next week.
