Let’s be honest: the internet can feel like a never-ending game of hopscotch. One year it’s Facebook, the next it’s Instagram, then suddenly TikTok takes over—and now everyone’s whispering about Substack. Authors have lots of platforms to choose from. So, where should they focus their author online presence in 2025? Do you need to be everywhere at once? Nope. The trick is choosing the platform that works for you and where your readers actually are.
TikTok: The BookTok Phenomenon
If your book skews toward YA, romance, or fantasy, TikTok can be a powerhouse. The BookTok community has exploded into a cultural force that can catapult indie authors into bestseller lists overnight. Videos of crying readers, dramatic book reveals, and snappy 15-second recommendations drive real sales.
The downside? TikTok requires frequent posting and a willingness to be on video. If short-form video makes you break into hives, don’t force it. Readers can tell when you’re not enjoying yourself, and authenticity is what makes BookTok thrive.
✅ Best for: YA, romance, fantasy, and trend-driven genres
⚡ Strength: Viral visibility, discoverability, and younger audiences
⚠️ Challenge: Constant content creation, short shelf-life for posts
For many writers, TikTok is now an essential part of their author online presence in 2025
Instagram & Threads: The Visual Vibe
Instagram still matters for authors who love visuals—think pretty book stacks, reels, cover reveals, and behind-the-scenes shots of your writing desk. It’s also a solid place for collaborations with bookstagrammers who can amplify your reach.
Threads, Instagram’s chatty sibling, offers a casual place to connect with your community through quick updates and real-time conversations. While its reach isn’t as explosive as TikTok, it’s excellent for strengthening connections with loyal followers.
✅ Best for: Authors who enjoy photography, aesthetics, and community interaction
⚡ Strength: Visual branding, polished author presence, easy cross-posting
⚠️ Challenge: Lower organic reach unless you use reels or ads
Author Tip: TikTok vs. Instagram: Which Is Better for Creators?
Substack & Newsletters: Long-Term Wins
While social media trends rise and fall, newsletters and Substack posts stick around. This is where you can nurture real, lasting relationships with readers. Instead of chasing algorithms, you’re speaking directly to people who asked to hear from you. That’s gold.
Substack also provides discoverability since readers can find your work through recommendations and topic categories. Unlike Instagram or TikTok, your posts live in subscribers’ inboxes and can be read at their own pace.
✅ Best for: Authors who love writing long-form content and building loyal readerships
⚡ Strength: Ownership of your audience, long-term growth, stable visibility
⚠️ Challenge: Requires consistency and thoughtful content planning
Also read our article: Do Authors Still Need Social Media in 2025?
So, Where Should You Be?
Ask yourself:
- Where do I actually like spending time?
- Where are my readers most likely hanging out?
- Which platform helps me share my story in the most natural way?
If the answer is TikTok, go all in. If it’s Substack, focus there. If it’s both? Great! The key is choosing one or two platforms you can manage well instead of stretching yourself thin everywhere.
Your readers want consistency, not perfection. Pick your corner of the internet, and make it yours.
