Every audiobook needs its kind of attention, depending on the genre, audience, and where it’s being sold. If you think the market is down nowadays, then open your eyes. It’s not a fish market; it’s an audiobook that is accessible and readable for 365 days. According to a 2025 report by The Guardian, audiobook sales in the UK jumped by over 31% in a single year, and that growth isn’t slowing down.

As more people are listening, more audiobooks are being posted, too. So, competition is high. But what can you do to make it reach the ears of your audience? There is no one thing; you have to make and follow a whole plan. Well, what kind of plan? It can be strategic placement, audio snippets, or cross-promotion with your narrator. Come with us till the end to find the tactics that can market an audiobook to go unlistened to the top 10 list!

Key Takeaways

1. Audiobook Marketing Needs a Strategy – Audiobook listeners aren’t always the same as ebook or paperback readers. They consume content on the go and prioritize voice quality, pacing, and convenience. To market it effectively, you must understand their habits and personalize your approach accordingly.
2. Optimize Your Listing for Better Discovery – A bold, simple cover, a blurb written for audio-focused readers, and a captivating sample clip can make or break sales. Highlight your narrator, especially if they have a following, and ensure your metadata is dialed in for searchability. Before promoting anywhere else, make sure your listing is ready.
3. Use Discount Platforms and Promo Sites – Running a limited-time audiobook promo through sites can boost visibility and reviews quickly. These platforms have built-in audiences who love deals. Align promos with launches, holidays, or cross-promotions. A well-planned discount strategy sells books and builds momentum.
4. Use Audio-First Social Content – Social media thrives on visual and sound-based storytelling. Audiograms, behind-the-scenes videos, and teaser audio snippets can dramatically increase engagement. Apps like Headliner or Wavve make creating short audio visuals easy and shareable.
5. Collaborate with Narrators and Reviewers – Your narrator can be a valuable promotional partner. Ask them to share content, host Q&As, or cross-promote. Likewise, connect with audiobook reviewers and podcasts that feature authors or narrators. Offer free codes in exchange for honest reviews, and pitch your story to niche communities.
6. Try Ads and Expand Distribution Channels – Don’t ignore ads just because you’re indie. Even a small budget on Facebook, Instagram, or Spotify can generate real results if you target podcast lovers and mobile listeners. Combine this with wide distribution via Findaway Voices or Kobo to get into libraries and subscription services.

Start with Knowing Your Audiobook Listener

Without getting to learn who listens to audiobooks, you may lack the clarity needed to market your story. You could spend time and money promoting in the wrong places, using the wrong tone, or highlighting benefits that don’t matter to your actual audience.

So, here is what you might read before that:

Audiobook Listeners Aren’t Always the Same as Your Print Readers

They tend to be multitaskers. They’re often on the go, and their attention span is different. They’re not reading with their eyes; they’re absorbing with their ears. This changes how you market to them.

A fantasy reader might love a long, immersive audiobook on their drive. A business listener might want sharp, actionable insights on 2x speed. Romance fans? They want voice chemistry and tension you can hear.

Take step one: get specific about who your audiobook is for and where they hang out.

• Are they TikTok users?
• Do they love podcast recommendations? Do they follow narrators on Instagram?

When you know your audience, you can tailor your audiobook strategy to reach them where they’re already listening.

7 Promotion Strategies to Try

No one better than a professional themselves can tell how to do marketing for an audiobook. See what they say to shape a good strategy:

1. Optimize Your Audiobook Listing

If your book is on Audible, Chirp, Kobo, or Google Play, the first impression is what must run for you. This is your sales page, which is why you should start with the basics:

Your Cover Should be Bold, Simple, and Audio-Adjusted

Audiobook covers show up tiny, especially on mobile. Skip thin fonts, overly detailed artwork, or hard-to-read designs. Instead, use bold type, clear titles, and visual elements that convey your book’s tone at a glance. Think contrast, mood-setting colors, and simplicity. A strong cover helps your audiobook stand out instantly, even in a scroll full of other titles.

Write Your Blurb for the Ear

Yes, they’re reading your description, but imagine how it sounds out loud. Keep it short, punchy, and hooky. First lines should make listeners stop scrolling.

Example:

Bad: “After the tragic loss of her grandmother, Eloise discovers a mysterious diary…”
Better: “A secret diary. A missing woman and a mystery buried for decades—until now.”

Mention Your Narrator — If They’re a Draw

Narrators have fan bases, just like authors. If your audiobook features a popular or distinctive voice, like Jim Dale, highlight it right in the listing. For example: “Narrated by fan-favorite Jim Dale, known for the Harry Potter series.” It builds trust and excitement. Listeners often follow narrators from book to book, so don’t miss this opportunity to catch their attention.

Upload a Compelling 1–5 Minute Audio Sample

This is make-or-break. Pick a snippet that includes some tension, interesting dialogue, or strong character voice. Don’t waste it on a slow intro. A well-optimized listing is essential for any marketing audiobook plan. Otherwise, all your other promo efforts might go to waste when people click and bounce.

2. Run an Audiobook Advertisement Through Deal Networks

One of the fastest ways to get exposure is to run a time-limited audiobook discount. When you offer your book at a lower price or even for free in exchange for reviews, you can reach thousands of new listeners. There are dedicated audiobook promo sites for this purpose.

Here are some of the most effective:

Chirp

Created by BookBub, Chirp is a top audiobook deal site where authors can offer limited-time discounts to thousands of eager listeners. It’s especially effective for genres like romance, thriller, and fantasy. It’s a curated daily deals email and platform that reaches a highly targeted audience, which provides exposure, discoverability, and boosts audiobook sales quickly.

Audiobook Boom

It connects authors with listeners actively seeking free review copies in exchange for honest feedback. It’s like a matchmaking platform for audiobook fans and indie authors. You submit your book, and interested listeners request codes. It’s an easy, low-cost way to gain traction, grow your listener base, and generate early reviews for your posted audiobook.

Free Audiobook Codes

This platform allows authors to upload their available promo codes for free or discounted audiobooks. Listeners browse the catalog and claim titles they’re interested in. It’s a simple, automated system that helps increase listenership, collect reviews, and build buzz around your audiobook, especially useful if you’re launching on Audible to scale outreach.

Audio Thicket

It is an audiobook discovery platform that features discounted and free audiobooks from multiple retailers. It’s ideal for authors to distribute widely to help them reach listeners beyond Audible, like those on Chirp, Kobo, or Google Play. With its genre-specific audio newsletters and focused listener base, it offers solid promotional reach and is perfect for running a broad audiobook promo.

Bonus Tip – Make sure your retail price is high enough that your discounted price looks like a deal. You can’t offer a concession if your full price is already $2.99.

3. Create Social Media Content That Sounds as Good as It Looks

Marketing an audiobook isn’t just about pretty visuals; you have the advantage of sound. Leverage that.

Use Audiograms

They are short audio clips with animated text or waveforms that grab attention. They’re great for promoting audiobooks on Instagram, TikTok, Facebook, and even Pinterest. Use tools like Headliner, Wavve, or Canva Pro to create them. They’re easy to make and help listeners experience a sample of your story before clicking to buy or stream.

Show Behind-the-Scenes

Bring listeners closer by showing behind-the-scenes moments. Record your narrator in the booth, share a quick video explaining your favorite scene, or give a glimpse into your audiobook production process. These personal touches help create a bond with your audience and make your audiobook feel like a unique and human-centered experience.

Post Quotes + Audio

Highlight a strong quote from your audiobook and pair it with a short, emotional voice clip—ideally 15 to 30 seconds. This teaser can capture interest quickly. Always add captions to make it accessible. These posts give your audience a taste of your book’s voice, tone, and emotional punch. That’s why they are more likely to click and listen.

Use a powerful line from the book, and pair it with a 15–30 second voice clip. Add captions for accessibility.

Crosspost Everywhere

Don’t limit content to one platform. One audiogram = five uses. Post it to Reels, TikTok, YouTube Shorts, Twitter, and Facebook. Don’t be shy about reusing content in multiple ways. People consume content differently depending on the app—maximize reach by meeting them where they scroll.

Consistent crossposting multiplies visibility without multiplying your workload. This helps more people discover your audiobook effortlessly. Use hashtags like #AudiobookLovers, #AudiobookRecommendation, #NowListening, and #BestAudioBookMarketingServices to reach the right audience.

4. Pitch to Reviewers and Podcasts that Focus on Audiobooks

There are entire communities that only read audiobooks. You want these people on your side.

Audiobook Reviewers

Look on Goodreads for reviewers who post audio reviews. Also, check AudioFile Magazine, Bookstagram, and genre-specific blogs.

When you pitch:

• Keep it short
• Personalize it
• Offer a free review copy
• Mention the narrator if they’re a draw

Audiobook-Focused Podcasts

Search for podcasts that interview authors, narrators, or audiobook industry folks. These are great places to pitch yourself as a guest.

Make it a fun conversation:

• Talk about how the audiobook was made
• Share behind-the-scenes stories
• Do a live reading or a short teaser scene

You’re not just selling — you’re storytelling. That’s what podcasts are built for.

And don’t forget to ask early readers/listeners to review your posted audiobook on platforms like Audible, Chirp, and Libro.fm. Social proof matters.

5. Build a Listener-Focused Email Funnel

If you’re not emailing your readers, you’re leaving sales on the table. However, audiobook fans need different content from ebook fans. Here’s what to do:

Segment Your List

Identify who in your audience listens to audiobooks more at first. Add a question to your sign-up form or use an email tag like “Audio Listener.” This way, you can send targeted updates, exclusive content, or audiobook promos only to those who care, increasing engagement and reducing the risk of unsubscribes from uninterested readers.

Create Audio-Exclusive Freebies

Have a short story, deleted scene, or fun bonus chapter? Record it—either on your own or with your narrator—and offer it as an exclusive download to your email list. This not only delights subscribers but also introduces them to your voice style, encourages loyalty, and gives them a reason to stay tuned for future audiobook releases.

Embed Audio Snippets in Your Emails

Give your listeners a preview right in their inbox. Use tools like SoundCloud, Dropbox, or your website to embed or link to a 30–60-second audio clip from your audiobook. It’s a great teaser and lets potential buyers experience the narration firsthand, which often helps them make the decision to listen or buy.

Announce Audiobook Promos

Do you have a limited-time audiobook discount or a Chirp deal? Email your list! But don’t just drop the link—explain why they’ll enjoy it. Share the vibe, highlight the narrator’s strengths, and include a compelling reason to act now. Promotions feel more personal and exciting when tied to value, urgency, and emotion, not just price cuts.

6. Team Up with Your Narrator or Other Authors

You don’t have to do it all by yourself. In fact, cross-promotion is one of the most underused ways to market an audiobook.

Partner with Your Narrator

Many narrators have built-in fan bases, especially in romance, fantasy, and thriller genres. Ask them to:

• Post about the audiobook on their socials
• Share their favorite line or scene
• Do a quick “behind the mic” clip

Collaborate with Other Authors

Working together with fellow authors in your genre is a smart, low-cost way to expand your reach. Consider bundling your audiobook with others for a themed deal. For example: “5 audiobooks for five bucks” or running a joint giveaway that includes signed merchandise, bonus chapters, or exclusive content.

This kind of collaboration taps into new audiences, builds community, and offers listeners added value, without needing to spend big on ads or solo marketing efforts. Everyone wins.

7. Run Targeted Ads That Reach Listeners

Yes, ads still work — if you know who you’re talking to.

Where to Run Audiobook Ads?

• Facebook & Instagram

They offer powerful targeting tools that let you reach people based on their interests, including Audible, podcasts, audiobook apps, or specific book genres like romance, mystery, or sci-fi. You can also target by behaviors, such as mobile device usage or frequent audio streaming.

Pair a short, engaging caption with eye-catching visuals or audiograms. Test different audiences and creatives to see what resonates. Through these platforms, you can build awareness and get audiobook listeners to click and sample if running ads is not what you can hire audiobook services and chill in the corner of your room.

• Spotify Ads

Spotify Ads are an amazing tool for reaching people who already love audio. You can create short audio ads—just 30 seconds—that play between songs or podcasts. Listeners hear your narrator’s voice or a teaser line from your audiobook.

Add a call-to-action to visit your website, Chirp page, or Audible listing. These ads target by genre, music taste, and location, helping you connect directly with audio-first users while they’re already in the listening zone.

• BookBub Ads

It allows you to advertise directly to Chirp’s audiobook-loving audience. You can target users by author comp (like “fans of Nora Roberts”) or by genre (such as thrillers or historical fiction). Ads appear when users browse deals, so timing your promotion with a Chirp discount increases clicks.

Create compelling ad images and blurbs that highlight your audiobook’s strengths, like a well-known narrator or limited-time pricing. This platform is great for reaching engaged, deal-seeking audiobook fans ready to listen.

What Your Ads Should Include?

• Eye-catching visuals (headphones, phones, listening poses)
• Short text with benefit-driven copy (listen while you work, fall into this mystery tonight)
• A compelling call to action (get your copy for just $1.99 today)

Start small for $5–$10/day, track conversions, and adjust your targeting as needed.

Promote It Like You Wrote It

You put so much effort into writing and producing your audiobook. Don’t let it sit in the dark corners of the internet, waiting to be discovered. Marketing an audiobook takes planning, but it’s not that expensive.

You can use free platforms, smart partnerships, and tools that already exist. You can also hire audiobook services to help you run the show. So, if you’re wondering where to start, go back to tactic #1 and work your way down. Don’t try all seven at once. Start with one. Try it. Improve it. Then stack on the next.

FAQs

How long should an audiobook be to appeal to listeners?

The ideal length depends on genre and audience expectations. Most fiction audiobooks range from 6 to 12 hours, while nonfiction can vary. Shorter audiobooks (2–4 hours) often do well in self-help or romance categories, especially with busy listeners. Consider splitting long books into volumes for easier consumption. Consistency in pacing, tone, and quality matters more than exact length — a well-edited 5-hour audiobook can outperform a sloppy 10-hour one.

Should I launch my audiobook at the same time as my ebook or later?

Launching simultaneously can maximize momentum and help you hit bestseller lists if timed right. However, many authors launch the audiobook later as a second promotional wave. This staggered approach gives you a chance to rekindle interest and target a new audience. If you’re hiring one of the best audiobook marketing services, they may advise you to delay the audiobook until reviews and momentum are already established for your ebook version.

Do I need a different ISBN for my audiobook?

Yes, an audiobook requires its own ISBN if you’re distributing outside of Audible/ACX. While Audible assigns its own identifier, platforms like Findaway Voices or Authors Republic allow you to use your own ISBN to retain more control. This is especially useful if you plan to sell in libraries or international markets. Owning your ISBN also helps with cataloging and professional presentation, which is important when you’re investing in services.

What are some affordable distribution platforms for audiobooks?

Beyond Audible, consider distributing to Scribd, Storytel, Audiobooks.com, and libraries via OverDrive and Hoopla. You can also sell directly through platforms like Payhip or Gumroad using delivery tools like BookFunnel. These options offer more control over pricing and listener access. Some Premium audio book marketing services include direct sales setup, allowing you to keep more revenue while still reaching niche or international listeners.

How important is choosing the right narrator for marketing?

Your narrator is the imaginary face or voice of your audiobook. A great voice performance can turn a decent book into a five-star experience, while a poor narration can kill sales. Consider your genre: romance listeners want emotional range; nonfiction fans want clarity and authority. Make sure your narrator matches your tone. Some listeners follow specific narrators, so casting someone with an audience of their own can amplify your marketing reach.

Can I use my audiobook to promote on a podcast or YouTube channel?

Yes! Sharing short clips from your audiobook on podcasts or YouTube is a great strategy. Use engaging excerpts with strong voice acting, tension, or humor. Be mindful of distribution contracts — if you’re exclusive to Audible through ACX, check your rights before sharing full chapters. This method works well to draw in new audiences and is often recommended by top Professional audiobook services that specialize in multimedia outreach.

---

About Author

Hi, my name is Zachary Stone I’m a book marketing nut — or, as I like to call myself, a “Shelf Marketer.” No, I don’t sell wooden shelves; I market the books that are left forgotten on them. If you want your book to be the next bestseller, I am your go-to person. I am here to remind you that it’s not just about writing a great story — it’s about building a buzz among people with great campaigns.