In 2025, author visibility is more important than ever, but the strategies for getting noticed are evolving. According to Dale L. Roberts, indie author, YouTuber, and ALLi’s marketing podcast host, live video is becoming one of the most effective ways to connect with readers.
Platforms like YouTube, TikTok, and Substack are giving authors new opportunities to engage directly with their audience in real time. A decade ago, simply having an online presence and participating in social media was enough. Now, authors need to adapt to changing trends, including the rise of video content, to stand out.
While some authors, frustrated with the online grind, are returning to in-person events, Roberts emphasizes that building a digital community remains a cornerstone of successful visibility efforts. Video content allows authors to foster real connections with their audience and build a loyal community—one that’s much more likely to buy books.
Build a Community

“You need to think about audience first. You need to think about building a community,” says Dale L. Roberts.
“You need to think about audience first. You need to think about building a community,” says Roberts, emphasizing that creating meaningful connections is the foundation of successful book promotion. Platforms like YouTube, TikTok, and Instagram aren’t just for advertising—they’re spaces for fostering relationships with readers. Roberts cautions against focusing solely on direct sales and advises authors to engage their audience by addressing their interests and pain points.
Roberts emphasizes that social media should be used to build a community rather than sell books directly, with community building leading naturally to book sales.
He highlights the risks of skipping this step with an example of a YouTuber who had over 2.5 million subscribers but struggled to sell books.
“He’d never promoted his books. He never put a link to his books inside his description. He never made mention,” Roberts explains.
This passive approach—expecting followers to find the books on their own—resulted in only modest sales, despite the YouTuber’s massive reach. Building a community takes time, but Roberts emphasizes that the investment pays off.
“It took me nine years to get to this point of having 116, 117,000 subscribers between two YouTube channels,” he says.
Enter Substack Live Streaming
“There’s going to be a lot more authors that embrace video content,” Roberts predicts, pointing to the growing importance of live streaming as a tool for visibility. While platforms like YouTube and TikTok remain popular, Roberts is particularly excited about Substack’s live video capabilities, which he sees as a game-changer for time-strapped authors. “Live streaming—you just point, shoot, go live, and then you just do the thing,” Roberts explains, noting its efficiency compared to pre-recorded videos.
Roberts highlights the personal touch of live streaming, describing it as “the closest thing to being in person and having a conversation.” He believes Substack, with its combination of email marketing and live video, offers authors a unique way to engage readers in real time. This diversification of platforms positions live video as a cornerstone of future visibility efforts.
Conventional Strategies

“The visibility strategies that worked best in 2020-2024 will continue to be those that will work best in 2025,” says Ricardo Fayet.
While video content is creating new opportunities, Ricardo Fayet, ALLi’s book marketing adviser and cofounder of Reedsy, emphasizes that conventional strategies remain vital.
“The visibility strategies that worked best in 2020-2024 will continue to be those that will work best in 2025,” Fayet says, highlighting price promotions, Meta and Amazon advertising, and leveraging retailer algorithms as foundational methods.
He notes that if these strategies are not working, the issue often lies with the book itself—its cover, blurb, or reviews—rather than the marketing.
Going Offline
While live video and digital platforms are gaining traction as tools for visibility in 2025, some authors are finding themselves frustrated with the demands of the online world. For many, the promise of social media engagement hasn’t materialized, prompting a return to traditional, offline strategies that focus on face-to-face connections with readers. As Roberts acknowledges, “Nothing beats in person… building that direct relationship with people.”
Peter Brown is one author who has shifted his focus to local libraries and bookstores, where he’s found a more receptive audience.
“I’ve visited dozens of local libraries and bookstores, who have almost all ordered copies of my book,” Brown says. In contrast, his experience with social media has been dismal. “I have been on Threads for 3+ months and haven’t had one single response… It’s like I don’t exist,” he laments.
For Brown, these face-to-face connections have proven far more effective in building a readership than his efforts online.

Carran Waterfield
Carran Waterfield echoes this sentiment, reflecting on the value of traditional media and local outreach in the past.
“You can always tell when someone has a book out—they do the rounds of interviews on most of the TV and radio channels,” she says.
She believes that forging relationships with local journalists can still be a powerful strategy for authors.
However, Waterfield is also critical of the current state of online visibility, describing it as “about a quick plug and a drifting algorithm-driven mention.”
For her, the fleeting nature of digital promotion underscores the importance of building deeper, more lasting connections through in-person events and reliable media contacts.
Trina Brooks has similarly opted to abandon the online grind in favor of more traditional, grassroots methods.
“The online world has become too much like tiptoeing through a minefield,” Brooks says.

“My only online presence is my personal FB page where my core readers… are active,” says Trina Brooks.
She has uninstalled Instagram and TikTok, platforms she found ineffective at converting engagement into book sales, and is now focusing on direct outreach, community events, and personal PR.
“My only online presence is my personal FB page where my core readers… are active,” she explains, emphasizing the value of engaging with a small but loyal audience.
Despite the appeal of offline strategies, authors like Roberts caution against abandoning digital platforms altogether. While in-person connections can be powerful, they often require significant time and resources and may not be scalable for every author. Roberts advises authors to approach both offline and online visibility with clear goals and a well-thought-out plan.
“You need to think about audience first. Need to think about building a community,” he says, underscoring the importance of balancing traditional methods with the broader reach of digital tools.
Creating Valuable Content
“You need to think about your audience first. What does my audience typically want? What is their pain point?” Roberts says, emphasizing the importance of creating content that provides value to readers rather than focusing solely on sales. By offering helpful material—like how-to guides or relatable stories—authors can build trust and foster long-term engagement. Roberts credits his success on YouTube to this approach, where he focuses on providing useful advice to his community.
Experimentation and collaboration also play a key role in visibility. Sheila M. Averbuch, an indie author, leverages short videos to promote her upcoming book, sharing the same content across TikTok, YouTube Shorts, Instagram, and LinkedIn to maximize reach.
“I’m comfortable speaking to camera so I’m going to focus on doing short videos… All the social platforms seem to favor short video content.”
Collaborating with like-minded creators is another way to expand visibility, as it allows authors to share audiences and tap into new reader bases.
Predictions for Visibility in 2025
Roberts predicts that video content, particularly live streaming, will become even more integral to author visibility. For those hesitant about being on camera, he highlights the flexibility of faceless channels as an alternative. Fayet, meanwhile, emphasizes the continued importance of conventional strategies like price promotions and advertising. He notes that these methods, combined with emerging tools, offer authors a balanced way to broaden their reach.
While some authors may turn to in-person events, the future of visibility lies in blending proven methods with innovative approaches. From live video to strategic collaborations, authors in 2025 will find success by staying adaptable, audience-focused, and open to new opportunities.
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