A continuation strategy for post-launch success, including outreach, events, content creation, and reader engagement
Congratulations, you’ve done it! Your book is completed, published, and on its way out into the world. But what now?
The excitement and adrenaline of launching after all that time writing and editing tends to turn into the dreaded “launch hangover,” the term used to describe the dip in energy after your work is finally “out there.” However, with a shift in mindset and a little patience, you can grow awareness for your book instead of just sitting around waiting.
The first 90 days following a release are more critical for long-term sales than the first seven days. This is when you move from launching to sustaining. In that way, books are different than movies. Films tend to go heavy on marketing and advertising for that huge opening weekend, and then they usually drop off by the second or third week of release. Three weeks after your book releases, you’re still going to be slowly building a ramp upward to help propel you through the next 90 days and beyond.
Shift Your Mindset from Product to Brand
Moving from “published” to “profitable” or “popular” requires a change of gears. One of the biggest changes after your launch is shifting the mindset from “launching a product” to “building a brand.” The book world is a very crowded marketplace, and you need to stand out.
Ask for Reviews
One of the easiest things you can do is ask your friends, family, acquaintances, neighbors, and anyone else who received a copy of your book to leave reviews on Amazon and Goodreads. Reviews on Amazon act as the “social currency” that makes the site’s algorithms pay attention to you. They also allow potential buyers to see that several others have already read and enjoyed the book. This is how reviews can help translate into book sales.
Get Out There Locally
Your book is your passion, and no one else can harness that energy better than you can. Keep several copies of your book and a press kit or sales sheet on hand. Stop in at any local bookstores or gift shops in your city and drop off a copy. Speak to the manager about the book and let them see that shimmer in your eye when you talk about it. Ask them to carry the book, or to help you set up a book signing or reading at their store. Once you’ve locked in the day and time of your event, create a short media alert and share the info with local TV stations, online community sites, and any calendar sections.
Use Social Media Strategically
Social media can be time consuming, but it can help. After you launch, your content should shift away from “buy my book” posts and toward more immersive, search-optimized content. Because readers are increasingly finding books through social media (TikTok, Instagram, and YouTube) rather than just browsing, your content should act as a window into your world. Here are a few ideas. Try alternating them and posting every few days. It’s also helpful to create a content calendar — several free templates are available online.
Now that “social search” has become a primary way that readers find new titles, you’ll need to use keywords in your on-screen text and captions. Here are some ideas for creating new content:
- Create a “mood” reel that combines atmospheric clips (coffee, rain, specific locations) with a quote from your book that captures its emotional vibe.
- Create a reel listing three popular books, movies, or TV shows that share an idea or trope with your book. (If You Like This, Read That)
- If you wrote about a specific historical era, a scientific concept, or a unique profession, create a series of “3 Facts I Learned While Writing” videos.
- Share a snippet of a scene that didn’t make the final cut. Ask readers: “Should I have kept this in?”
- Create assets, such as phone wallpapers, that readers can use to express their fandom. Or share the Spotify playlist you listened to while writing, or create one that readers can listen to while they enjoy the book.
- Create character fact files for your main characters (height, favorite food, hidden fear).
- Audiences value authenticity and vulnerability over polished promotion, so be honest about the post-launch slump. Readers love supporting a “real” person, and this human connection builds long-term loyalty.
- Use the “Questions” sticker on Instagram Stories to let readers ask about character motivations or plot points. Turn the best answers into permanent Highlight reels.
- Improve your SEO. Instead of just using hashtags, write captions that answer questions. Old caption: “New book out now! #romance #books.” New caption: “Looking for a slow-burn fantasy romance with enemies-to-lovers and a strong female lead? Here’s why [Your Book] is your next five-star read.”
Keep the Momentum Going
Remember, success isn’t a sprint — it’s a series of consistent, small actions. Books are a slow burn and often take a while to catch on. If you’d like a partner to help sustain that momentum past launch week, check out our publicity services for authors.