How to create buzz: The ultimate book cover reveal guide

What's a book cover reveal and how can it support your book? Four authors who do them share the what, why, and how.

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I’m just going to say it: I’ve always been skeptical about book cover reveals.

I don’t pay much attention to them as a reader when they pop into my newsfeed.

I just keep scrolling.

Readers love ‘em

But I know that my perspective is meaningless. What counts is how others react to cover reveals.

And readers love them. It’s why this tactic is so common in both traditional and indie publishing.

So, knowing this — and tucking my skepticism aside — I talked to four authors about why and how they do cover reveals and what happens when they do.

I talked to four authors about why and how they do cover reveals and what happens when they do.Click to tweet

And I am now officially on Team Book Cover Reveals. Their experiences are inspirational!

But before we learn from them, let’s define the term.

What’s a book cover reveal?

“Cover reveal” is a book promotion tactic publishers and authors use to create pre-publication excitement about a book by giving readers a “first look” at the final cover.

It’s not a “Which cover do you like more?” discussion.

It doesn’t refer to authors seeing their cover design for the first time.

It’s all about readers seeing that cover. And it’s all about getting them excited about the book.

Why do one?

Cover reveals offer something to talk about between manuscript completion and publication, says children’s book author Christine Evans, author of “Dear Mr. G.”

“There is a lot of waiting between the time you get an offer from a publisher to the time that book is on the shelves. I love posting cover reveals because it gives me a chance to say something about the book at a time when there isn’t much else to share,” she says.

For poet Shelby Leigh, author of the just-released “from sand to stars,” cover reveals help build anticipation. “I always find that people feed off our energy, so I show as much excitement as I can when making announcements so my audience gets excited with me,” she explains.

“Cover reveal” is a book promotion tactic publishers and authors use to create pre-publication excitement about a book by giving readers a “first look” at the final cover.

Lynn Ricci, author of the new contemporary romance novel “Chasing Yesterday,” did a book cover reveal so fans would know what to expect from her third book.

“You can tell almost instantly by seeing a bright color with an illustration of a couple, and the right font, that it’s a romcom versus dark colors with a gold or silver foil look would most likely be fantasy,” she says.

First-time author Norman Birnbach, who co-authored the soon-to-be-released “Stealing Time” with experienced novelist Tilia Klebenov Jacobs, used a cover reveal to alert his network that he added “author” to his credentials. It gave his co-author an opportunity to create buzz among her established following, too.

Evans thinks there’s another important reason to do a cover reveal, especially when you tag your publisher when posting. “Anything we do on social media helps show the publisher that we’re engaged in the marketing process and doing our part to promote the book,” she says.

When should you do a cover reveal?

Evans, Leigh, and Ricci both timed their cover reveals to coincide with pre-order availability. For Leigh, that was almost six months before the book’s release date. Ricci’s was three to four weeks before publication.

Birnbach’s cover reveal was about 10 weeks before publication date, which gave the co-authors time to warm up their social networks with the cover and other content. They began promoting pre-orders a few weeks later.

How should you do it?

While all four authors focused on social media, Evans used her newsletter, too.

She also had help from social media influencer Jamie Bills, who revealed the “Dear Mr. G” cover to her 11,000-plus followers on Instagram.

Ricci added an extra step, building anticipation for the reveal by teasing it a few times on social media first.

Birnbach and his co-author revealed the cover on their book-specific Instagram account and Facebook page.

What can you accomplish with a cover reveal?

Your book cover reveal results will depend on why you did one. Was it to generate pre-orders? Build an email subscriber list? Create reader engagement around the book?

Hoping to use the cover to build a following for her new TikTok account, romance writer Ricci posted a teaser video before the cover reveal.

“My goal was to get to 1,000 followers before the book launch so I could include a link on my bio, since 1,000 is a TikTok requirement, and I accomplished that,” she says. Ricci adds that her cover reveal generated both intrigue and positive engagement that helped her get ARC readers, early reviews, and pre-orders.

Leigh, the poet, had several reasons to use the tactic, beginning with adding readers to her email list. “I got new email subscribers from social media who wanted to be the first to see the cover reveal,” she says.

But that was only the beginning. Leigh’s Instagram cover reveal post generated engagement that included 660 likes, 210 comments, and 58 shares from her 104,000-plus followers.

With an audience that large, it’s not surprising that “from sand to stars” topped two Amazon category best-seller lists the day the author revealed the cover.

Cover reveal tips

As with any book promotion tactic, you’ll refine your approach with each book you write.

With a few cover reveals to her credit, Leigh recommends pinning your cover reveal to the top of your social media account page so people see it. Otherwise, it will be buried by new content.

“If you use Instagram,” she adds, “you can also save the post to a Highlight about your new book so people can find it easily.”

Ricci, who used reveal graphics and content she created herself, believes the tactic is important enough to warrant budgeting for it. If you don’t have the skills needed to create the cover reveal graphics yourself, she says, pay someone to do it for you.

(You can also use a paid tool that will create cover reveal images and videos in seconds. I recommend MockupShots.)

Is a book cover reveal in your future?

I hope so.

These authors, and so many, many like them, know that anything you can to do build any level of excitement for your book before it’s released is a good thing.

And…they’ve convinced me that I need to pay more attention to cover reveals when they show up in my social media feeds. They’ve made me wonder what I might be missing.

And I think it might be something exciting.

Cover reveal FAQs

1. What is a cover reveal?

A book cover reveal is a promotional tactic used by authors and publishers to generate excitement about an upcoming book by showcasing the cover design for the first time. It’s primarily aimed at engaging readers and building anticipation for the book’s release.

2. Why should I do a cover reveal?

Cover reveals help create buzz around your book during the waiting period between manuscript completion and publication. They provide an opportunity to connect with your audience, build anticipation, and support any pre-order campaign.

3. When is the best time to reveal my book cover?

Timing can vary, but many authors choose to do a cover reveal several weeks to a few months before the book’s release, often coinciding with pre-order availability. This allows for maximum visibility and excitement as the launch date approaches.

4. How can I effectively reveal my cover?

Social media is key for a successful cover reveal. Consider teasing the reveal beforehand, collaborating with influencers, and using your newsletter to reach your audience. Make sure to post on platforms where your readers are most active.

5. What results can I expect from a book cover reveal?

Results vary based on your goals, such as generating pre-orders, increasing your email list, or boosting reader engagement. A successful cover reveal can lead to more followers, pre-orders, and even early reviews.

6. Can I use a cover reveal to promote other aspects of my book?

Absolutely! Many authors use cover reveals to grow their email lists, promote their social media accounts, and build anticipation for related content, such as ARCs and early reviews, enhancing overall engagement and reach.

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Got a question about cover reveals? Ask it in a comment, and I’ll make sure these helpful authors see it so they can respond.