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A Publisher’s Guide to Using TikTok Effectively

In this course, we’ll take an in-depth look at TikTok as a marketing tool for publishers.

The course will be split into two areas:

  • Organic Activity
  • Advertising on TikTok.

It will feature an overview of the platform’s core audience and demographics, an in-depth exploration of the kind of content you can create and best practices, as well as a deep dive into BookTok and the emerging influencers that can amplify your titles and imprint.

It will also feature practical examples and case studies from a variety of brands throughout. We’ll look at publishing and non-publishing brands successfully creating a splash on TikTok to inspire you to create engaging content that will promote your titles in a whole new way!

Session 1: Getting started with organic TikTok activity

In this session, we’ll focus on organic activity on TikTok. Content will include:

  • The state of play on TikTok
  • Quick start guide to using TikTok
  • Best practice for creating content
  • Case studies and examples from publishing and non-publishing brands
  • How to tap into BookTok to amplify the reach of your titles and campaigns.

Session 2: Taking your advertising to the next level with TikTok

In this session, we’ll turn our attention to advertising on TikTok. Content will include:

  • An overview of the TikTok ads platform
  • How to set up and run TikTok ads successfully
  • Best practice for creating ads
  • How to repurpose BookTok content in your ads
  • Ad examples from publishing and non-publishing brands


Rachel May Quin is a CIM– qualified marketer with 8 years of professional industry experience. In addition to marketing books, she is currently studying for an MA in Publishing, for which she won the inaugural Nielsen prize for outstanding work on data-driven marketing. She most recently spent 4 years in-house at HarperCollins UK planning and developing digital campaigns winning numerous Book Marketing Society awards along the way. Rachel has in-depth knowledge of working with Amazon to sell books and exceed objectives and has trained and coached numerous publishing colleagues, other publishers and university students on their digital best practices.