2025 Book Publicity Trends: New Insights for Building Visibility and Impact

As we look toward 2025, Erin Birnbaum, our Director of Publicity and a 20-year book publicist veteran, shares her perspectives on the key trends, topics, and strategies that will help authors stand out and build lasting visibility.

1. In-Demand Media Placement: First-Person Essays that Build Connection
   Outlets like The New York Times, Fortune, and Business Insider are increasingly interested in first-person essays that delve into an author’s personal backstory, connecting it to their expertise. These pieces go beyond standard byline articles and aim for an emotional connection that resonates deeply with readers. We’ve seen this strategy work for business, health, economic, fiction, etc. authors. Here is an example by Anders Indset author of The Viking Code: The Art and Science of Norwegian Success (Wiley), sharing his thoughts on how Tim Walz’s leadership resonates with his country’s Viking Code in Fortune.
2. Two High-Demand Topics: Expertise in AI and Gen Z Workforce Trends
   Media demand for voices on AI and the dynamics of the Gen Z workforce is hot right now. We predict authors who can speak to these topics will find high demand into 2025 as organizations seek insights on both technological shifts and generational turnover. Here is an example by Jeanie Chang, author of How K-Dramas Can Transform Your Life (Wiley), shares What Gen Z Workers Are Saying about the Stereotypes that Hold them Back in Business Insider.
3. Podcasts Offering Niche Conversations and Longevity
   Our clients tell us of the long-term value podcasts are bringing to their expert brand. From high-profile to niche shows, podcast interviews offer authors a platform to reach dedicated listeners, gain long-term exposure, and build new fans and followers. We are also seeing a trend of podcast listeners tuning into episodes recorded years prior, giving authors longevity for their interviews.
4. The Power of Academic Credentials and Job Titles over Social Media Followers
   In recent years, media outlets emphasized the value of social media followers when evaluating potential guests. We used to be asked: How many followers does the author have? We don’t hear this nearly as much today. Now, credentials such as MD, PhD, or C-suite titles are increasingly prized over follower counts. Media contacts are looking for good content that is valuable to viewers and listeners, with the expertise and credentials to back up the advice. We are thrilled to see that substance is winning over flash.
5. Reframing National TV as a ‘Bonus’
   While some authors view a national television show as their “home run” opportunity, in reality, there is often a misalignment of expectations as it does not have the impact they expect it to bring. More targeted media opportunities—like niche publications and podcasts—are better at reaching an author’s ideal audience more effectively, providing greater and long-lasting value and engagement.
6. Building an Online Presence: Simple Website and Solid LinkedIn
   Before launching any book promotion initiatives, a strong online presence is key. A simple, polished website showcasing an author’s credentials goes a long way in establishing credibility by covering the basics of an author or expert’s background. Media contacts are even requesting LinkedIn profiles in lieu of full websites, so it’s a great time for authors to refresh their LinkedIn presence.

In 2025, authors have multiple pathways to establish their expertise, credibility, and lasting impact. From crafting personal essays that resonate emotionally, to diving into in-demand topics like AI and Gen Z workforce trends, and leveraging niche podcasts for sustained audience engagement, the opportunities for visibility are diverse and targeted. Media are prioritizing real credentials over social media followings, rewarding authors who bring substance and expertise. Building a streamlined online presence, particularly through LinkedIn, is essential groundwork for effective promotion. For authors ready to promote their books, these trends offer a roadmap to reach and connect meaningfully with their ideal readers.

At Smith Publicity, we partner with experts and authors to help them share their ideas with the world.  To talk with us to explore what media can do for you, email us at: moc.yticilbuPhtimS@ofnI or sign up for our newsletter.