The problem nobody tells you before you publish
Writing a book is the tip of the iceberg. Getting people to actually read it is the other 90%.
Most self-published authors spend months polishing their story, then wait for readers to show up… and wonder why it's so quiet. The truth: without active promotion, even the best book stays invisible.
The good news — promoting your self-published book doesn't have to cost a fortune. It mostly takes consistency and a clear method.
Start with the foundations: your author profile
Before doing anything else, you need a solid, consistent online presence. Not everywhere — but somewhere real.
Choose one main platform based on your audience:
- Instagram if you're targeting parents, grandparents, or teachers
- Facebook if you want to reach parent groups and community associations
- TikTok if you're comfortable with short video and want to connect with a younger audience
Post at least twice a week. Not always to sell — mostly to share: your creative process, an illustration, a fun story behind the book, a child reader's reaction.
Free strategies that actually work
Online groups and communities
Facebook is full of active groups: parents, teachers, librarians, children's book enthusiasts. Join 3 or 4, take part in conversations genuinely, and share your book when it's relevant — without spamming.
One recommendation in a group of 10,000 parents is worth more than 10 posts on your own account.
Local libraries and schools
This is underrated but surprisingly powerful. Reach out to librarians in your area, offer them a copy of your book, and propose a short read-aloud session in a classroom.
One school = dozens of families. Families = future buyers.
Local media
Regional newspapers, local radio stations, parenting magazines — they're constantly looking for human-interest stories with a local angle. "A mom from [your town] created an AI-illustrated book for her daughter" is exactly the kind of story they love.
Send a simple email with a great image of your book and 3 lines about your story. You'll be surprised how many respond.
Markets and fairs: the power of face-to-face
Selling your book in person is still one of the most powerful methods out there. Christmas markets, local book fairs, neighbourhood flea markets — wherever families gather, potential buyers are waiting.
For a stall, you don't need much:
- A clean tablecloth and a few neatly displayed copies
- A sign with the title and price
- Small flyers to hand out (with a QR code linking to your online shop)
- An open copy that kids can browse on the spot
To sell your book at these events, you'll first need a high-quality print-ready file — the guide on printing and formats can help you get that right.
Your newsletter: your most valuable asset
Social media platforms belong to the platforms. Your email list belongs to you.
Even 200 subscribers who are genuinely interested in your books are worth more than 5,000 passive Instagram followers. Start collecting emails from day one — in exchange for a free chapter, an exclusive illustration, or simply because your readers want to stay in the loop.
Mailchimp offers a free plan for up to 500 contacts. That's more than enough to get started.
Send one newsletter a month, maximum. Talk about your book, a character, a behind-the-scenes moment. Stay human — not salesy.
Selling online: where should you be?
You don't have to pick just one channel. Self-published authors who do well typically combine several:
| Channel | Advantage | Disadvantage |
|---|---|---|
| Amazon KDP | Global visibility | Lower margins |
| Personal website | Maximum margins | You drive your own traffic |
| Etsy | Gift-buying community | Listing fees |
| Direct sales (fairs) | Human connection, flexible pricing | Physical logistics |
If you want to go deeper on online selling, the full guide selling children's books walks you through every step.
Classic mistakes to avoid
Waiting until everything is perfect. Your profile doesn't need to be flawless before you start posting. An imperfect book that exists beats a masterpiece sitting in a drawer. Only talking about your book. People follow people, not product catalogues. Show your process, share what inspires you, reply to comments. The relationship comes before the sale. Trying to do everything at once. Picking one strategy and sticking with it for 3 months beats trying 10 things at random for 3 weeks.What if you started today?
Promoting a self-published book is a marathon, not a sprint. The authors who succeed aren't necessarily the most talented — they're the most consistent.
One action a day. A post, an email sent, a group joined, a librarian contacted. Over 6 months, that's 180 actions. And that changes everything.
If your book is still in the works, MakerBook can help you wrap it up quickly — so you can finally get to the part you just read about.
Frequently asked questions
How do you get the word out about a children's book when you're starting from scratch?
Start with your immediate network: family, friends, colleagues. Ask them to share a photo of the book on their social media. Then reach out to 2 or 3 local libraries and join Facebook groups for parents. These first steps cost nothing and bring in your first readers.
How long does it take to sell your first self-published books?
With an active approach (social media, local outreach, markets), first sales typically come within a few weeks. Without any promotion, it can take months. The difference comes down to one thing: consistency.
Does TikTok really work for promoting a children's book?
Yes — and sometimes spectacularly. #BookTok is a real, engaged community. Short videos showing a read-aloud, an illustration coming to life, or a child's genuine reaction can generate thousands of views and dozens of sales in just a few days.
Do you need to pay for advertising to sell your self-published book?
Not at first. Free channels — social media, groups, libraries, local markets — are enough to test whether your book resonates. Facebook Ads or Amazon Ads can become useful once you've confirmed your book has an audience and you want to scale up. But it's not where you start.
