Telling stories to sell books: how Tom Ayling built a powerful social media following
Tom Ayling didn’t set out to become a social media figure. But in just over a year, he’s grown an audience of over 800,000 followers across TikTok, Instagram and YouTube by doing one simple thing: telling stories.
Starting from scratch
After nearly a decade in the trade, including seven years at Jonkers Rare Books, Tom set up independently in 2023, dealing in second-hand and antiquarian books and manuscripts.
“When I started, I had no stock, no customers, and no money,” he says. “I knew once I got some customers, I could use the money to buy more books. To find them, I started posting like crazy on social media. I'd post one or two videos a day and see which ones took off and then try to make more videos like that, and it grew pretty quickly.”
Why stories matter
“The posts that went viral were never about flashy visuals,” he explains. “They were stories - publication histories, unique copies, fascinating details - told with a clear beginning, middle and end. Good stories can reach hundreds of thousands and appeal beyond just book enthusiasts.”
Today, he shares the same short-form videos across all platforms, focusing on reach rather than follower counts.
“Followers are a vanity metric. What matters is whether your content gets seen. The algorithms reward engagement. Quick hooks with interesting stories work best. Skip the ‘Hi, I’m Tom…’ introductions – people have scrolled on before you get to the end.”
The power of consistency
Tom credits consistency for his success.
“There were a few viral spikes, but most of my growth came from showing up every day with something interesting.”
For those just starting, Tom is candid about the commitment required.
“In the first six months, marketing took up 50% of my time. Now, it’s more like 20%. But that initial investment is what built the business. I wouldn’t have a customer base without it.”
Tom estimates around 90% of his customers now come via social media.
“When I launched, the only way people could find my website was through a link on my profile. That’s where my mailing list came from. That’s where my orders came from.”
Be authentic
Tom emphasises the importance of authenticity and showing your face and personality online.
"People need to connect with you as a person, not just your content. Being genuine and engaging helps build trust and makes your stories resonate more deeply."
Advice for booksellers
His advice to other booksellers?
If you want to build a presence on social media, focus less on producing professional-quality posts, and more on interesting content.
“You don’t need fancy graphics or perfect branding. You just need something that stops people scrolling.”
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