How to market a book in the age of Tiktok

My newsletter: https://simonowens.substack.com/   Book publicity is a mixed bag these days. On the one hand, it's never been easier for an author to form a direct relationship with their audience with tools like Substack and TikTok. On the other hand, more books are published each year than ever before, which means competition is fierce. Most newspapers have laid off most of their book critics, but at the same time there's an ever expanding ecosystem of podcasts that are eager to have on book authors for longform interviews.   Probably nobody is more knowledgeable about marketing books in the modern age than Kathleen Schmidt. She spent nearly 20 years working for almost every major book publishing company, and she now runs her own firm that specializes in book marketing. She also writes Publishing Confidential, her insider account of how the book industry actually functions.   In a recent interview, Kathleen walked through nearly every aspect of selling books, from choosing the right cover to courting influencers to advertising on Amazon.