Reddit isn’t like other platforms. It’s not a marketplace, a feed, or a digital stage—it’s more like a friendly chat. And if you’re a self-published author trying to promote and sell your book on Reddit without first understanding the culture, you’ll be ignored at best—banned at worst.
But that doesn’t mean Reddit isn’t a valuable tool for you. In fact, when approached genuinely and with patience, it can become a terrific way for you to build trust, credibility, and yes—eventually gain readers.
Here’s how to use Reddit as a self-published author the right way…
Reddit wasn't created nor built for straightforward promotion. It was created as a place for users to basically just have open and genuine conversations about a variety of topics. Therefore, the platform values authenticity and discourages what's considered to be bots and spammers.
Each subreddit (consider them to be small, focused forums) has its own set of rules, tone, and audience expectations. New users can't even post freely until they've accumulated "karma," a points system based on upvotes from posts and comments. Many subreddits require a minimum karma level before you can comment or post at all. So, trying to promote a book without this credibility often leads to account limitations or community bans.
However, if you're prepared to invest time in the process, and you sincerely want to interact with other readers, writers, and creators, you can distinguish yourself by not behaving like a salesperson. You'll still be networking, discovering new opportunities and market trends, finding possible collaborators for the future, getting beta readers, and connecting with others who share your passion.
Choose the Right Subreddits for Your Genre
Navigating the platform isn't always easy, and not all subreddits are friendly to authors. Be sure to spend at least a week lurking before you post to any subreddit. Watch how users engage, note what type of content gets upvoted, and study moderator rules.
Self-published authors should feel comfortable starting out in these subreddits:
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- r/selfpublish – Focused on the publishing process; great for sharing tips and experiences.
- r/writing - A general writing community. While self-promotion may be restricted in some cases, it's a good place to discuss writing in general and connect with other writers.
- r/authors - Dedicated to published authors (traditionally and self-published). A place to discuss author-related topics, share successes, and ask for advice.
- r/indieauthors – Peer-to-peer support for writing, marketing, and the author lifestyle.
- r/fiction, r/romancebooks, r/fantasy, r/mystery - Genre-specific communities where readers and authors interact.
Build Credibility Before Talking About Your Book
You want to listen, contribute, and build trust in the community first and foremost. Focus on commenting, upvoting, and answering questions. People should see your name and think, “They always give helpful answers.”
Build your presence by:
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- Answering questions - About writing, self-publishing, or marketing as you can.
- Joining discussions - Especially recurring ones such as "What are you reading this week?"
- Recommending books that aren't your own - Shows you're a reader who appreciates books, and you aren't just there to toot your own horn.
TIP: Choose a username tied to your author identity (e.g., u/JSmithAuthor), but don't bring your work up in all of your conversations. Remain subtle by including a link in your profile where readers who want to know more about your work can go.
Subtle Promotion Tactics That Work
Once you've built trust within your chosen communities, subtle self-promotion becomes acceptable. Here are some ideas as to how to pull this off without actually turning people away:
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- Use designated promo threads that some subreddits offer - For example "Self-Promo Saturdays".
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Be sure to include a compelling hook
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Add a strong cover or teaser image
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Share why it might appeal to that particular audience
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- Join in on book recommendation threads with context - "If you liked X, my book might interest you because….”
- Participate in AMA (Ask Me Anything) threads - In communities such as r/selfpublish or r/indieauthors once you’re an established contributor.
- Share behind-the-scenes insights - Offering more information about your writing process provides valuable content that will organically bring about interest in your book.
- Use designated promo threads that some subreddits offer - For example "Self-Promo Saturdays".
Make sure your posts align with the tone, style, and interests of the community in which you're posting. Be sure to avoid these common pitfalls:
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- Treating Reddit like Instagram or Twitter - Reddit's all about meaningful engagement, not regular content output.
- Ignoring subreddit rules - Or bypassing auto moderators
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- Posting your book link - Without context or community history
- Mass-posting identical content across multiple subreddits.
Check out Reddit's guidelines for self-promotion for more detailed information.
Focus on a Long-Term Strategy
As previously noted, Reddit is a long game. You have to alter your usual strategy a bit in order to find success in the community. Instead of focusing on conversions or sales, you'll need to focus on visibility and reputation. The authors who thrive on Reddit are the ones who show up consistently and contribute to ongoing conversations.
Do use Reddit to:
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- Develop relationships with readers who appreciate author transparency
- Test book ideas or tropes by asking for feedback from readers
- Build an ARC team by offering early access in exchange for reviews from trusted users
- Tailor your plans based on what performs well in your niche communities - pay attention to what types of posts or comments get upvoted
Over time, these efforts lead to followers who are genuinely invested in your work—not because you pushed your book at them, but because you gave them a reason to care.
Should you choose to advertise on Reddit at some point, check out these links:
Reddit doesn’t reward shortcuts. It rewards patience, insight, and community-minded behavior. Give first. Listen more. Offer real value. That’s how you build trust—and eventually, loyal readers—on Reddit. Become the kind of contributor whose work is invited into conversations.
