The ultimate indie author's guide to marketing visuals (that actually sell books)
- Martyna
- Mar 29
- 3 min read
As an indie author, you are not just a writer. You are your own marketing team, designer and publicist rolled into one. The competition is fierce, and readers are making split-second decisions based on how professional and polished your book looks. If your visuals are not grabbing attention, your book is not selling. Here is how to create marketing visuals that actually do their job.
Know your brand identity
Before you start designing, you need to know what your brand is. Your genre, tone and writing style should shape your visuals. A thriller should not look like a cosy romance. A fantasy series needs a different aesthetic from a contemporary drama. When your branding is clear, readers instantly know what to expect from your book.
Get a professional book cover
Your book cover is the most important piece of marketing you have. If it is bad, nothing else will matter. Readers do judge books by their covers, and if yours does not look professional, they will scroll right past it. Even if you are on a budget, investing in a proper cover design should be a priority. It sets the tone for everything else you do.
Use high-quality images for promotion
If your graphics are blurry, pixelated or look like they were made in five minutes, it will reflect badly on your book. You do not need expensive software, but you do need to make sure your images are crisp, well-designed and properly sized for each platform. Free tools like Canva can help, but be mindful of overused templates that make your branding look generic.
Where to promote your book and what sizes to use
Different social media platforms work better for different audiences. Here are the most reliable options for indie authors and the image dimensions you need as of March 2025:
Best for: Building a community, running ads, engaging with book groups and hosting virtual events
Profile picture: 170 x 170 pixels (desktop), 196 x 196 pixels (mobile)
Cover photo: 720 x 200 pixels
Shared images: 1200 x 630 pixels
Best for: Visual storytelling, Bookstagram community, reels and engaging captions
Profile picture: 110 x 110 pixels
Portrait images: 1080 x 1350 pixels (4:5 ratio)
Stories and reels: 1080 x 1920 pixels (9:16 ratio)
Instagram used to favour square images, but the platform now prioritises vertical images and reels. If you want your posts to stand out, stick to the 4:5 portrait ratio for feed posts and make the most of reels.
Best for: Mood boards, book aesthetics, character inspiration and long-term discoverability
Square pins: 1000 x 1000 pixels
Vertical pins: 1000 x 1500 pixels (2:3 ratio)
X (formerly Twitter)
Best for: Real-time engagement, book announcements, networking and writing threads
Profile picture: 400 x 400 pixels
Header photo: 1500 x 500 pixels
In-stream photos: Minimum 600 x 335 pixels, recommended 1600 x 900 pixels
TikTok (BookTok)
Best for: Viral book marketing, reader engagement and personality-driven content
Profile picture: 200 x 200 pixels
Video dimensions: 1080 x 1920 pixels (9:16 ratio)
TikTok’s BookTok community has changed the game for indie authors. A well-timed video can send a book viral, but it is all about authenticity. Readers want engaging, fun content, not just constant ads.
Keep your branding consistent
No matter where you post, your visuals need to be recognisable. Stick to the same colour schemes, fonts and overall style. When your branding is consistent, readers start to associate your visuals with your books, making it easier to build a loyal audience.
Engage, do not just promote
Marketing visuals are not just about selling. They should also create connections. Share behind-the-scenes peeks at your writing process, character art, quotes and fun insights into your book world. People are more likely to buy from an author they feel connected to.
Adapt to trends
Social media platforms and algorithms change all the time. Keep an eye on what works and be willing to adjust. Use analytics to see what posts perform well and lean into what resonates with your audience.
. Final word
It is not just about having a good story. If your marketing visuals are weak, readers will never make it to your words. Strong, eye-catching designs build trust, grab attention and ultimately sell more books. Your writing deserves to be seen, and the right visuals will make sure it is.
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