Jasveer Singh Dangi

Image source – Gemini

In today’s self-publishing world, Facebook is flooded with thousands of book promotion groups claiming to offer visibility, readers, and even reviews for indie authors. On the surface, these groups seem like a goldmine—a place where writers can share their work with a targeted audience and build a community of readers. But dig a little deeper, and a harsh reality surfaces: many of these groups are no longer run for the benefit of authors or readers, but for the gain of opportunistic marketers.

Every time an indie author posts about their book—be it a cover reveal, a blurb, or a simple “now available” update—it’s not uncommon to be bombarded with comments and private messages from individuals offering paid reviews, marketing services, or “guaranteed” visibility packages. These so-called experts promise to make your book a bestseller, often using flashy language like “top rankings,” “Amazon chartbuster,” or “viral campaigns.” But more often than not, they are little more than smoke and mirrors.

The real problem? Genuine readers—the ones who buy books for the love of reading—are rarely part of these groups.

Why These Groups Fail Indie Authors

1. Created by Marketers, Not Readers: A staggering number of Facebook book groups have been created and populated by book marketers themselves. These are echo chambers designed to prey on hopeful authors looking for exposure.
2. Pay-to-Review Culture: While reviewing used to be an organic, reader-driven activity, it’s increasingly becoming transactional. Today, everyone wants to “review” your book—for a fee. Few want to read it just for the joy of it.
3. No Actual Book Buying: The ultimate goal of any promotion is sales or engagement. But in many of these groups, there’s little to no evidence of people actually buying or reading books. Instead, it’s a carousel of authors shouting into the void, while marketers circle like vultures.
4. The False Sense of Reach: Authors may feel validated by likes and comments from fellow writers or marketers, but none of that translates into meaningful readership or reviews. Vanity metrics replace real progress.

What Can Indie Authors Do?

So where does this leave indie authors who are genuinely trying to grow their readership?

1. Focus on Reader-Centric Platforms

Goodreads, StoryGraph, and even platforms like Reddit (e.g., r/books or r/IndieBookClub) can offer more authentic engagement with real readers. These spaces aren’t perfect, but they tend to have a higher concentration of people actually looking to discover and discuss books.

2. Build a Mailing List Early

Email is still one of the most powerful tools for authors. By building a mailing list, you can reach people who have already shown interest in your writing. These are your warmest leads—and potential superfans.

3. Leverage Book Bloggers and Niche Communities

There are still many genuine book bloggers and YouTube reviewers who are open to reviewing indie books—especially in niche genres. Building relationships here takes time, but it pays off in trust and long-term support.

4. Create Content Around Your Book, Not Just Ads

Instead of constantly promoting your book, create content around it. Share background stories, character insights, writing challenges, or research you did. This turns promotion into storytelling and invites people into your world.

5. Treat Writing Like a Long Game

Building an audience takes time. There’s no magic bullet. Avoid the temptation of quick fixes and instead focus on writing better books, engaging with real readers, and growing slowly but sustainably.

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Facebook book promotion groups, in their current form, have largely become ineffective and often exploitative spaces for indie authors. The promise of overnight success sold by marketing agents preying on these groups only distracts from the true goal—connecting with genuine readers.

The path forward may be slower and less glamorous, but it’s far more fulfilling: focus on authentic connections, create quality content, and remember why you started writing in the first place. Your readers are out there—but you won’t find them among the noise of hollow promotions.