Facebook Release Party Lessons

About a month ago, Sonya Jesus invited me to take part in her Facebook release party. I’d heard of them, of course, through open calls to participate on my publisher’s Facebook group. I hadn’t ever participated, though, thinking that they were for people who already had books out. The direct invitation, however, made me curious, and, with a bit of trepidation, I accepted the 5:30 – 6:00 pm time slot.

For those of you who are unfamiliar with Facebook release parties, they’re a chance for an author to reach anyone in the world by making a public Facebook event page. On the day of the event, the author, as well as any people they have invited to participate, will post to the page with information about available and upcoming books, giveaways, teasers, videos, etc. The idea being that the more people who are involved, the more fans and readers will check out the event, and, hopefully, the book being released.

Research

Because I’d never been part of a release party before, I wasn’t entirely sure of the protocol. So, I did what I always do: I researched. I asked some other authors about typical post content. I attended a couple of release parties and paid very close attention to the posts and engagement. And I made some unexpected discoveries:

  • You post, at most, once every 3 – 5 minutes.
  • Some people seem to treat release parties as a chance to outrageously pimp their own books. As in, every post is a link to buying their books with a picture of the cover or covers, with no real description of the books at all. I don’t know if this nets them any sales, but I noticed less interaction with those posts.
  • Facebook has polls. Yeah, I had no idea about this, and apparently they’re only available on event and group pages, because I don’t have the option to create one on either my personal Facebook page or my author page.

Preparation

Armed with some new information, I got to work creating posts. Since I don’t have a book available for sale yet (March 3rd, people *wink*), I decided to go for teasers. Hopefully they would entice people to follow me on various sites and buy my book once it’s available.

I hand lettered some book quotes (if this sounds interesting to you, check out my Instagram for #TeaserTuesdays). I also created the first teaser video for *The Most Special Chosen*, as this seemed like a great place to debut it (and hopefully get some views). And, of course, I had to provide a link to Sonya’s Author Spotlight. A poll (for interaction), giveaway (to get people to stick around until the end of my half hour), and links to my social media accounts rounded out my main posts. And let’s not forget an introduction and thank you post. Those are important, too.

I wrote up all of the posts so I could copy and paste them on the day of the party to avoid wasting time, or suffering from writer’s block. I’m very glad I did, as I edited everything a few times to have the best content possible.

Party Time

As the actual release party got closer, I started looking forward to participating. I expected it to be fun, and I hoped that people would be interested in what I had to post. At 5:20, I sat down at my computer, opened up the document with my posts, kept an eye on the event page, and prepared to have fun and be engaging. I think I succeeded at both.

It was fun to read people’s comments (especially the GIFs) and respond to them in return. And I can’t deny it’s exciting to watch the likes, loves, comments, etc. counts go up. My time went quite a bit faster than I expected it to, and I found myself almost sad when it was over.

I will note that I had a hard time keeping track of when to post things as Facebook shows “Just Now” for a few minutes after posting. My solution was to add time labels to the document where I’d written my posts. That way, I just had to ensure that the current time and the time label matched before I pushed “Post”. It made a big difference, and let me focus on interacting with people

Overall, It was a great experience, and I’m very happy, now, that I accepted Sonya’s invitation. I look forward to joining other release parties in the future.

Final Thoughts

Ultimately, taking part in a release party is to gain exposure. And part of that is reviewing what you did and seeing what did and didn’t work. I think for a first time, I did pretty well, and gained about 10 new followers/likes on each of my social media accounts, which I don’t find too shabby.

The poll was (surprisingly) my best performing post, when I go by total interactions (comments, reactions, post interaction, shares, etc.). My giveaway post received the most reactions (17), while the introduction post received the most comments (12). So make of all of that what you will.

A couple side notes to interactive posts. I think everyone will agree that GIF comments are big right now. So I think I’ll look into requesting GIF comments in future posts. Perhaps one of those “pick your answer” posts would be good, too. You know, the ones where you piece together an answer based on your name, birthday, color of your shirt, etc.

My main takeaway from it all is that I should have more interactive posts in the future. I should ask even more questions, and encourage discussions and comments.

That said, do you have any questions for me? Leave a comment below and I’ll get back to you. And if you need an additional participant at your Facebook release party, send me a message.

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