Discussions
The Return of the Word: Marketing on Threads and Bluesky
For a long time, video (TikTok, Reels) dominated social media, leaving many text-focused authors feeling alienated. However, the fracturing of Twitter has led to a resurgence of text-based platforms like Threads (by Meta) and Bluesky. These platforms are reclaiming the "digital town square" vibe, prioritising conversation, wit, and written engagement over high-production video. For book promotion services, this is a welcome return to form. It allows authors to market their work using their primary skill: writing.
The culture on Threads and Bluesky is distinct from Instagram. It is less curated and more stream-of-consciousness. It rewards humour, hot takes, and community questions. Authors can build a following here simply by being interesting writers. Sharing snippets of dialogue, thoughts on the writing process, or participating in literary discussions ("BookThreads") allows for organic discovery. The algorithm favours engagement—replies and reposts—so the strategy is to start conversations rather than broadcast announcements. Asking, "What is the best opening line you've ever read?" generates more reach than posting "Buy my book."
The "Micro-Blogging" Opportunity
These apps are essentially micro-blogs. Authors can use them to test ideas, share micro-fiction, or serialise thoughts. A thread of 5-10 posts telling a funny story about research or a heartwarming interaction with a reader can go viral purely on the strength of the storytelling. This format respects the reader's time but hooks them with narrative. It is a low-barrier way to sample the author's voice. If a reader enjoys your tweets/threads, they are likely to enjoy your prose.
Networking with the "Writing Community"
The #WritingCommunity is massive on these text apps. While selling to other authors isn't the primary goal, networking with them is vital. These peers are the ones who will offer blurbs, share your launch posts, and invite you to newsletters. Threads and Bluesky are excellent places to find critique partners and beta readers. Engaging generously with other writers' content builds social capital. Being a good literary citizen on these platforms pays dividends when it is time to ask for support during a launch.
Less Pressure on Visuals
For authors who hate being on camera or designing graphics, text apps are a sanctuary. You don't need a ring light or makeup. You just need a thought. This lowers the barrier to entry for daily posting. It allows authors to be consistent without burnout. A quick thought posted from the queue at the grocery store can perform just as well as a planned campaign post. This authenticity appeals to readers who are tired of the polished, performative nature of video platforms.
Migrating Followers to Newsletters
Because social media platforms are volatile (as seen with X/Twitter), the goal on Threads and Bluesky should always be to move followers to the email list. Using the bio link effectively and occasionally posting "newsletter exclusive" teasers helps capture this audience. The text-based nature of these apps makes the transition to a text-based newsletter seamless. The user is already in reading mode.
Conclusion
Text-based social media is experiencing a renaissance. By leveraging these platforms to showcase their writing voice and engage in genuine conversation, authors can build a loyal following without the pressure of video production.
Call to Action
To develop a social strategy that leverages your writing skills on the newest platforms, contact our digital media team.