The question is: how?

Publishers put so much weight on social media (e.g. BookTok, Instagram, and Facebook), yet the follower-to-sales ratio is minimal. Engagement rates hover below 5%, and only a fraction of that engagement ever converts to book sales. There may be exceptions with viral posts, but when a book sells because of social media, it’s book lovers driving it – rarely the author.

It’s also harder than ever to be seen on social platforms. My feed is mostly ads and influencers with millions of followers, which is why it’s time to start thinking outside the box when it comes to marketing and promotion. The Understanding Australian readers report offers great insight into how we might mix things up – not just to reach die-hard fans, but to connect with new and Lapsed Readers.

I believe the key to bringing more Australians back to books lies in creating community and reaching Aspirational and Lapsed Readers through non-bookish channels, the places they already spend time – online groups, lifestyle newsletters, podcasts, and events.

Think about where your ideal reader spends time, both online and in person. I write general women’s fiction and romance, so my audience is primarily adult women juggling careers, families, and a million other commitments. That’s why I’ve started experimenting with Pinterest. Many of these women might not read as much as they’d like, but they’re on Pinterest searching for recipes, craft ideas, and inspiration. While they might not be actively looking for a book, we know they love stories and want to read, so the goal is to meet them where they are and put our books front and centre in their minds.

That also means thinking beyond traditional book spaces. Seek out podcasts that align with the themes or life stages you write about. For my latest release, for example, I’m chatting with The Midlifers – not a book podcast, but one that speaks directly to women my age who enjoy a little nostalgia.

And when it comes to events, don’t limit yourself to libraries and bookshops. Pitch yourself for speaking opportunities at business breakfasts, community clubs, or special occasions like International Women’s Day – anywhere you might reach potential readers who want to read more but don’t typically attend book events. When you make a genuine connection with a person, they’re much more likely to pick up one of your books.

Another idea is to partner with brands or small businesses that already connect with your target audience. Sally Hepworth often collaborates with lifestyle brands and recently did a video chat about her latest book with a nail polish company while getting her nails done. These partnerships can create authentic visibility and help your book reach readers who might never step into a bookshop.

Start a book club in your local area or online. I’ve run one on Facebook for almost eight years – now nearly 7,000 members strong – and we host an annual in-person retreat for over 100 readers. Through this group, friendships have formed and even non-readers have joined after hearing how welcoming it is. Book clubs are perfect for aspirational readers who want to read more but struggle to find the time. Make it social, make it about community, and people will make the time.

We also need to model reading. Wherever you go, have a book with you – read on planes, in cafés, in waiting rooms. Remind those Lapsed Readers how much fun it is to lose yourself in a story. Host a reading party with friends – yes, that’s a thing – and celebrate the simple joy of slowing down with a book.

If there’s one thing the Understanding Australian readers report makes clear, it’s that readers haven’t disappeared – they’re just distracted. To reach them, we must step out of our book bubbles and take our stories to places where life actually happens. We need to stop chasing algorithms and focus on connection. That’s how we remind people what they’ve been missing – and bring Aussies back to books.