March is National Reading Month, an initiative that encourages people of all ages to read and promotes the importance of literacy. Many local libraries, bookstores, and schools hold special events to mark the occasion, and it is an opportunity for people to connect with one another about books in a variety of ways, including through social media.
Instagram, TikTok, and other social media platforms have contributed to shaping modern reading habits, with millions of posts using the hashtags #BookTok and #Bookstagram garnering billions of views. Users across digital platforms create videos and posts dedicated to discussing books, genres, and other literary topics. This worldwide sharing of book recommendations has created a virtual “book club” community, where readers can learn about books they wouldn’t have otherwise heard of and connect with others who share their same taste in literature.
This sharing of different books has contributed to an increase in print book sales, with the Association of American Publishers (AAP) reporting an 18 percent increase in revenue sales across all categories for July 2024 compared to July 2023. In addition, the way people read has diversified with the introduction of e-books and audiobooks, making reading more accessible. AAP reported that audiobook downloads were up 26.9 percent in September 2024 compared to 2023, and e-book revenue increased by 3.6 percent as well.
Social Media’s Impact on Publishing & Sales
Social media has also influenced the way authors and publishers sell their books.
“Authors and publishers self-publish and self-market on social media or hire influencers to showcase their books on BookTok,” says Steven Killings, portfolio director of English, humanities, and general studies at University of Maryland Global Campus (UMGC). “Self-publishing on Amazon's Kindle Direct Publishing platform is very common, which has led to a host of independent authors and publishers, each vying for attention from potential readers on Amazon and other outlets.”
As the market continues to saturate and authors push their sales through social media and on selling platforms like Amazon, many consumers look to the rankings on these commerce sites, which can impact which books they decide to purchase.
“Amazon's ranking scores in fiction and non-fiction categories are as influential as the New York Times bestseller's lists,” says Killings. “In a very real way, the Internet has made it much easier for aspiring authors to be ‘published’ but much harder for them to be simultaneously noticed by wide audiences.”
Book Publishing in a Digital Era
Like any other market, publishing has evolved over the decades, and the introduction of the Internet has greatly impacted the publishing landscape.
“In the post-war, pre-internet days, aspiring authors of fiction would typically submit short works or serials, to popular magazines, which would be the centers for new kinds of writing or new genres,” says Killings. “To have one's writing in print was the goal. Nowadays, magazines and journals are just one of the ways that authors can reach wide audiences.”
While consolidation of publishing on the Internet and marketing on social media have resulted in an increase of independent authors and publishers, it has also resulted in fewer bookstores in local communities. Amazon was first created as an online bookselling platform in 1994, and since then has outcompeted both midsize booksellers and independent bookstores.
“It used to be the case that every small town had several bookstores, and college towns typically had dozens,” says Killings. “Now, large retail book outlets exist in regional cities, and small independent bookstores are virtually non-existent in small town America, except as boutique stores in tourist areas.”
Consumers can still support independent booksellers in today’s digital era. Organizations like Bookshop.org have created online bookstores that connect consumers with independent booksellers all over the world, helping to support small businesses and bookshops.
Because print publishing has become more expensive, publishers are exclusive on which authors they choose to traditionally publish. For many authors to be sold in large retail bookstores, they must now market themselves on social media and gain digital popularity before publishers decide to take the risk of investing in their work.
"A self-published author's self-marketed popularity on the Internet is often a criterion for established publishers to consider wider print publication in retail stores,” says Killings. “Hence, why new authors spend so much time and effort on social media and in venues like BookTok to market their writing.”
One example is Sarah J. Maas, a fantasy book author who has sold more books in 2024 than the top ten books combined and credits much of her success to her surge in popularity on TikTok. Despite publishing her first book series over twelve years ago in 2012, Maas’ active engagement with her fans across social media channels has propelled her book sales and popularity. Her rise to fame in recent years has become an example of the power of social media in publishing.
Careers in Publishing
Those who are interested in a career in publishing may find that a degree in English is a great start to earning credentials to enter the job market.
“English majors at UMGC are deeply interested in English language and literature. They are not only immersed in the nuances of the English language, becoming experts of prose, but also in its rich literary history,” says Killings. “Many students who have gone through the program have become professional writers or have entered the world of publishing.”
A degree in English can also be applied to many different fields. For example, UMGC’s bachelor’s in English can prepare students to become K-12 English teachers. The program can also help students develop critical thinking and analytical skills to build effective communication techniques that can be applied across a variety of industries.
“There is currently a K-12 teacher shortage in Maryland and nationwide. UMGC is uniquely positioned as one of the nation's leading online universities to offer online English and Language Arts subject preparation for students looking to pass the Praxis 2 exam for Maryland teacher certification, or for any other state,” says Killings. “In addition, the English program can provide the required 30 credit hours of subject coursework that is required for students seeking certification as English teachers.”
Students interested in professional writing as a skill or career pathway can also consider earning a bachelor’s degree in communication studies, which at UMGC includes courses such as mass communication, media studies, and newswriting. In this program, students can gain experience with new media tools, public communication, and analyzing a variety of messaging styles in journalism and public relations.
Killings’s advice for students looking to enter the world of writing and publishing is to invest their time and effort into earning a bachelor’s degree in humanities, English, or other disciplines.
“Critical thinking and writing communication are skills that need to be practiced and honed constantly, and understanding how to continually learn will distinguish you throughout your life,” says Killings. "To be successful in the world of writing and publishing nowadays I think would require someone who has skills in entrepreneurship and innovative thinking, someone who is able to market their products among diverse audiences, as well as someone who has a solid and distinctive writing style.”
Reference on this webpage to any third-party entity or product does not constitute or imply endorsement by UMGC nor does it constitute or imply endorsement of UMGC by the third party.
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