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Book Fairs vs. Virtual Events: Where Should You Show Up?
by ReadersMagnet | July 22, 2025 | Book Event | 0 comments
If you’re a new author who has only just started marketing your book, then you may have heard about using events to your advantage.
But if you have been digging a little deeper, you notice a little divide between two schools of thought. There are those who advocate for marketing their books using virtual events. And on the opposite side, you have folks still insisting that authors present their work at book fairs and publishing tradeshows.
Is one truly superior to the author? In reality, there is definitely a case for both being equal. The real challenge is figuring out which one to start with if you only have a small marketing budget.
Here is a quick guide to help you sort it out:
When Virtual Events Are For You:
You want a large, online audience.
Virtual events are all about leveraging the larger audiences you can potentially tap into on the internet. These are livestreamed events that can be broadcasted across popular platforms like Facebook, YouTube and even TikTok.
It is for that reason that livestreams have become a go-to marketing tactic for today’s aspiring content creator (and, believe it or not, that includes authors). It can play well into a larger internet marketing strategy (which usually includes building a social media following, e-commerce, and having your own website).
Livestream events allow for real-time data.
Unlike exhibiting at a book fair, livestreams can also generate better data about your target audience. There is certainly no point in having a large number of viewers when you don’t know how long they are actually paying attention, or even communicating via comments.
Plenty of mainline virtual event tools provide the means to run this analysis while you are running the show. This can be tremendously helpful, both when you want to do something to increase engagement on the spot as well as long-term insights for future events.
Less expenses in travel and logistics.
Attending book fairs can already be physically taxing for a lot of attendees, even more so for authors. There are all sorts of items to prepare, from booking a space to getting the marketing materials packed in when you go.
If this sounds like a lot of work or even if you just have some physical limitations when travelling, then a virtual event would be the safer option. Authors who find it more comfortable reaching out to audiences from their home can also perform better than in the spaces of a noisy convention hall.
You have sufficient technical expertise.
And lastly, if you already have prior online marketing experience, there is a good chance that a lot of the technical assets you have can make for a great head start. The same goes for technical expertise. Running a successful event online can feel like plugging a lot of wires together and making sure they are all running. But if you (or even a team under you) are used to putting this digital show together, then play to your strengths!
When Book Fairs Are For You:
Networking is more important.
Despite the rapid popularity of online events, book fairs and publishing tradeshows are still the go-to venues for networking.
These include authors who want to meet with likeminded thought leaders, as well as those who find it more effective to advocate for their work in person. Likewise, fairs might still be the only way to engage representatives from independent book distributors.
Book signings are more meaningful in person.
Some authors simply develop better connections with their readers when they take the time to host book signings and talk to them in person.
And if a book takes off, then that can only mean more demand for in-person signings and incentivizing fair goers to meet with them. That is not something a virtual event can replicate easily.
Having more presence than simply streaming online.
For some readers and authors alike, there is a huge difference between broadcasting and directly engaging in person.
Book fairs are for the latter. Authors can also present themselves in a more authentic manner through these interactions and really solidify their brand that way.
Exercising in-person sales skills.
If your book is actually part of a larger marketing strategy for your business, then it could actually be more effective to show up at a fair and engage target readers in person.
This not only helps to build face-to-face salesperson skills, but it is also more authentic compared to speaking to a large audience on the internet.
Can You Do Both?
Now, some might wonder if it’s possible to do both.
If it is on a small budget, probably not. But in the long term, you can definitely consider livestreaming your own attendance at a book fair. Just make sure you’ve got a good team to back you up!
In fact, we have lots of experience with helping authors present themselves at both book fairs and virtual events. Give us a call today, and we can tell you more!
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