by Writing Workshops Staff
2 weeks ago
Sanibel Lazar's Think Like a Content Creator seminar teaches authors a game-changing strategy that reaches beyond traditional BookTok audiences and transforms literary themes into viral content. Her innovative "Oblique Content" approach has helped authors generate hundreds of thousands of views by targeting non-traditional book buyers with thematic content rather than direct promotion.
Most writers struggle with social media because creating compelling short-form content requires fundamentally different skills than writing books. Despite having the storytelling chops to craft entire novels, many authors find themselves paralyzed when facing TikTok or Instagram. Lazar's two-day seminar bridges this skills gap by teaching authors how to leverage their existing strengths while adapting to the unique demands of social platforms. Rather than treating social media as a necessary evil, participants learn to approach it with the same strategic intention they bring to their writing.
The surge in book sales driven by social media is undeniable, with BookTok alone generating over 20 million book sales in recent years. Yet many authors still approach these platforms with outdated or ineffective strategies. This comprehensive look at Lazar's approach reveals why traditional book promotion fails on social media and how her alternative method has helped authors connect with readers who might never visit a bookstore.
The content creator mindset: Why authors struggle with social media
When authors transition to social media, they often face a fundamental disconnect: writing books and creating social content require different mental frameworks. Long-form narrative writing rewards depth, nuance, and complexity, while social media rewards immediate engagement, visual appeal, and emotional reaction.
"Being a brilliant writer doesn't automatically make you a social media natural," explains Lazar in her seminar description. "Catering to ultra-short attention spans and writing great prose are not quite the same skill."
This mental shift represents the greatest challenge for many writers. The seminar addresses this disconnect by teaching what Lazar calls "strategic reduction" — the art of making complex themes digestible in short-form content without sacrificing substance or authenticity.
Writers who excel at painting detailed worlds across hundreds of pages often struggle with the constraint of having mere seconds to capture attention. This seminar focuses on transforming that perceived limitation into a strength by showing how authors can extract the most compelling elements of their work for social media.
Inside the "Oblique Content" strategy
The cornerstone of Lazar's approach is her innovative "Oblique Content" strategy — a technique inspired by perfume advertisements that sell a mood or feeling rather than focusing on product specifications. Instead of creating direct advertisements for books, Lazar teaches authors to focus on content related to themes in their work.
For her own debut novel To Have and Have More, Lazar created content around themes of class, privilege, wealth, and social etiquette rather than directly promoting the book itself. This approach allowed her to position herself in specialized TikTok communities like "PrivilegeTok" and "WealthTok" — reaching audiences who might never engage with traditional book marketing.
The strategy follows what Lazar calls the "90/10 Rule":
- 90% of content uses engaging commentary on themes from the book
- Only the final 10 seconds plug the actual book
This approach has proven remarkably effective. Lazar reports that videos following this formula have reached "hundreds of thousands of views," directly impacting her book's Amazon ranking even before it was being published.
What makes this approach powerful is its focus on reaching non-traditional book audiences. Rather than competing for attention in oversaturated BookTok spaces, Lazar targets "people who don't read" — audiences who would never see traditional publishing marketing efforts like Goodreads campaigns.
The two-day seminar breakdown
Lazar's seminar takes place over a weekend (June 28-29, 2025) with 90-minute sessions each day. The workshop combines social media strategy (⅓) with practical video content creation skills (⅔).
Day 1: Practical Content Creation Skills
The first session focuses on immediate application, with participants expected to finish the day ready to post their first videos. Topics include:
- Categories of video content (writer life/educational/trends/montage)
- How to transform book concepts into digestible, compelling content
- Best practices for engagement and "strategic reduction" of complex themes
- Platform-specific strategies for TikTok versus Instagram
- How social media followers translate beyond the app (pre-sales, podcasts)
Lazar emphasizes efficiency in content creation, showing authors how to minimize time spent "making content" so they can dedicate more time to writing. This approach includes techniques for batch filming, efficient editing, and maintaining a content bank with 100+ ideas.
Day 2: Strategic Planning & Boundary Setting
The second day shifts focus to big-picture strategy, helping authors approach social media with intention rather than randomly posting content. Key topics include:
- How to think like an editorial director
- Treating content as a mini-publication featuring you and your book
- Differences between video and static posts (and using both effectively)
- Content creation that avoids common "milestone posts" pitfalls
- The parasocial relationship: what to share, what to withhold, maintaining boundaries
The seminar concludes with an analysis of why bestselling authors don't automatically succeed on social media and how to apply "clickbait principles" to create content that "stops the scroll."
Why this approach works: The data behind author social media in 2025
Research shows that the social media landscape for authors has shifted dramatically in 2025, making Lazar's approach particularly relevant. According to industry data, the most effective social media platforms for authors now are:
- Facebook (62% of authors use it regularly)
- Instagram (53% of authors plan to use it regularly)
- Bluesky (29% of authors plan to use it regularly)
- TikTok/BookTok (17% of authors plan to use it regularly)
While fewer authors use TikTok compared to other platforms, it delivers outsized impact for those who master it. TikTok contributed to 20 million book sales in 2021 alone, with 50% growth in 2022, showing its power despite lower adoption rates among authors.
Lazar's approach aligns perfectly with current best practices for content marketing in 2025:
- Value-first content: 80% value-giving content and only 20% promotional content
- Platform-specific optimization: Tailoring content to each platform's unique characteristics
- Consistency over volume: Regular posting of high-quality content rather than sporadic bursts
- Authentic engagement: Building genuine connections with potential readers
- Strategic batch creation: Creating content efficiently in dedicated time blocks
Learning from Sanibel's own social media success
Examining Lazar's Instagram and TikTok profiles reveals how she implements her strategy in real-world contexts. Her approach demonstrates several key techniques that authors can learn in the seminar:
Content Types and Formats
Lazar utilizes a mix of content categories across platforms:
- Educational/Commentary Videos: Sharp insights on wealth anxiety, Ivy League habits, and class-related topics
- Trend Participation: Adapting trending audio and formats to fit her brand's themes
- Cultural Commentary: Videos discussing social etiquette and luxury brands
- Interest-Based Content: Videos on topics she's personally interested in with a book mention at the end
Her approach to content planning includes:
- Content Bank: A document with 100+ content ideas for consistent posting
- Posting Frequency: 2-5 times weekly, with an emphasis on consistency
- Script Preparation: Approximately 80% pre-planned/scripted content, 20% spontaneous
Platform-Specific Approaches
Lazar demonstrates deep understanding of platform differences:
TikTok Strategy:
- Algorithm optimization for authentic, trend-aligned content
- "Stop the Scroll" technique using clickbait principles
- Positioning outside traditional BookTok community to reach different audiences
Instagram Strategy:
- Cohesive visual branding across posts
- Mix of static posts, Reels, and carousel posts
- Adaptation of content for Instagram's different audience expectations
Who benefits most from this seminar?
This seminar is particularly valuable for:
- Debut authors seeking to build an audience before publication
- Midlist authors looking to expand their readership beyond traditional channels
- Established authors struggling to translate their success to social media
- Genre fiction writers whose themes can be adapted to specialized online communities
- Authors with limited marketing budgets seeking cost-effective promotion strategies
The approach is especially beneficial for authors who feel uncomfortable with traditional self-promotion tactics. By focusing on themes rather than direct book advertising, Lazar's strategy allows authors to build genuine connections with potential readers without feeling like they're constantly selling.
Implementing the strategy: A practical framework
Based on Lazar's approach, here's a framework authors can use to develop their own social media strategy:
1. Identify Your Thematic Universe
Start by identifying 3-5 main themes from your book that could interest non-traditional readers. For example:
- A historical fiction novel might focus on fashion history, architecture, or social customs
- A science fiction novel could explore real scientific concepts, futurism, or philosophical questions
- A romance novel might address relationship psychology, dating culture, or emotional intelligence
2. Find Your Niche Communities
Research and identify specialized communities related to your themes:
- Use platform search functions to explore hashtags related to your themes
- Analyze content that performs well in these spaces
- Identify gaps where you could contribute valuable content
3. Create Your Content Framework
Develop a structured approach to content creation:
- Theme-Based Content (60%): Educational or entertaining content related to your book's themes
- Behind-the-Scenes Content (20%): Glimpses into your writing process or research
- Trend Participation (15%): Adaptation of platform trends to fit your themes
- Direct Promotion (5%): Occasional direct mention of your book or upcoming events
4. Implement Batch Creation
Maximize efficiency with strategic content creation:
- Dedicate 1-2 days monthly to content creation
- Create a content calendar with planned posts
- Film multiple videos in a single session
- Maintain a running list of content ideas
The advantages over traditional book marketing
Lazar's approach offers several advantages over traditional book marketing methods:
- Broader Audience Reach: By focusing on themes rather than the book itself, authors can connect with people who might never see traditional book marketing
- Authentic Connection: Value-first content builds genuine relationships with potential readers
- Algorithm Advantage: Theme-based content typically performs better in platform algorithms than direct promotion
- Efficiency: Strategic approach minimizes time spent on social media
- Sustainability: Framework can be maintained long-term without burnout
What attendees can expect to gain
Participants leave the seminar with:
- Practical Skills: The technical ability to create, edit, and post video content
- Strategic Framework: A customized approach to social media aligned with their book
- Content Bank: A repository of content ideas specific to their themes
- Efficiency System: Methods to minimize time spent on content creation
- Boundary Management: Strategies for maintaining work-life balance while building a platform
Comparing approaches: Traditional vs. Oblique Content
Traditional author social media often relies on direct promotion, writing advice, and industry updates. While this can work for established authors with existing followings, it rarely helps new authors break through.
Lazar's Oblique Content approach inverts this model by focusing first on providing value related to book themes, then introducing the book to an already-engaged audience. This creates what marketing experts call a "permission-based" relationship, where audiences actively seek out an author's content rather than avoiding promotional material.
Conclusion: Is this seminar worth attending?
Lazar's Think Like a Content Creator seminar represents a valuable investment for authors serious about building their platform in today's social media landscape. The combination of practical skills and strategic framework provides authors with both the "how" and "why" of effective social media marketing.
What sets this seminar apart is its efficiency-focused approach. Rather than suggesting authors spend countless hours on social media, Lazar emphasizes minimizing time spent creating content while maximizing impact. This pragmatic perspective makes the strategies sustainable for authors who want to prioritize their writing while still building an effective platform.
In an increasingly crowded publishing landscape where discovery is the primary challenge for most authors, learning to leverage social media effectively isn't optional – it's essential. Lazar's seminar provides a roadmap for authors to navigate this terrain with intention, authenticity, and results.
To register for Sanibel Lazar's Think Like a Content Creator: Social Media for Authors seminar on June 28-29, 2025, sign up here and avoid the waitlist.
Instructor Sanibel Lazar's debut novel, To Have and Have More, will be published by 8th Note Press/Zandoin in April 2025. Her writing appears in NYmag, ELLE, Air Mail, Literary Hub, and more. She earned her MFA from The New School and is currently working on a satire about the New York media scene. You can find Sanibel on TikTok and Instagram.
Learn more about Sanibel in our Meet the Teaching Artist series.
