Most often on social media, experiences online are critical drivers of the opinions and awareness of books among many younger readers. Millennials and Generation Z spend legendary amounts of time surfing the internet and are increasingly savvy about what they read and consume. Therefore, if you're wondering how to market your book, it is essential to have a significant presence online. Websites, blogs, and social media posts drive book discoverability today and have outsized influence with younger readers. Also, there are opinion leaders in each channel who drive the agenda and conversation. They are powerful.

Magazines and catalogs, editorial and promotional items mailed directly to the home continue to exist and have publicity value. But they are part of an increasingly broader mix of media. Everyone's attention, and especially that of younger readers, continues to move online. For example, BookTube, the book section of YouTube, is a leading influencer for the Young Adult fiction category. Popular BookTubers have followings in the hundreds of thousands and make strong cases for the books they feel their followers would enjoy. Most also have Facebook, Twitter, and Instagram to promote their views.

Goodreads is another prominent online destination that is about books. It's a social cataloging website that lets users share their reading lists and other content. It is an easily searchable database that also includes quotes and reviews. The interactive nature of the site and the enormous amount of information make it a favorite among many readers, especially younger ones. People who frequent the site often exchange opinions and thoughts with other like-minded readers, encouraging them to read certain books. Sign up is easy, and each year membership grows even more extensive.

Online discussions about books tend to be more freewheeling and often more detailed. Authors who are creative (and appropriate) in using their social media channels can connect with fans and prospective readers in many ways. Bloggers and BookTubers provide gateways to their fans and followers in ways very similar to traditional media. Knowing that millennials and Gen Zers are likely to be consuming this content gives authors an extra incentive to participate and be active. The bottom line is that book discovery is ever-changing. What worked yesterday might not be the best approach for today.