17 Ways to Promote Special Edition Books (with Examples!)

Within the past few years, there has been a meteoric rise in reader demand for special edition books. Special and exclusive editions include a range of deluxe content, from updated covers and illustrated end pages to sprayed edges and bonus chapters.

While BookBub is known for its ebook promotional tools, you can promote physical copies, such as special editions, through BookBub Ads! Many authors also use social media to maximize exposure for their special editions. Since these versions are more specialized than a standard paperback, hardcover, or ebook, your marketing strategies may differ as well.

For inspiration, we’ve pulled together a list of great examples from authors and publishers showcasing ways they promote their special editions. You can see from the engagement on these posts how much they resonated with and excited readers!

Showcase your book’s special features

Does your special edition have sprayed edges, illustrated end pages, or character art? Letting readers know what sets it apart from the standard edition is a great way to grow excitement among readers, along with reinforcing the value of your book.

Author A.K. Caggiano listed the unique features of her special edition in an Instagram graphic. She included a taste of what fans could expect from the new illustrations in her caption: “Saw them and they made me cry the happiest of tears!”

Penguin Teen shared the details of the exclusive first edition of The Last Tiger in an Instagram post, highlighting each feature in the graphic.

Highlight the tropes and premise of your book

While you know your die-hard fans will already have purchased the book or are planning to, marketing the tropes and blurb of your special edition can help capture the attention of new readers! This valuable insight into the kind of book it is lets readers know whether it’s a good match for them.

Author Mikayla D. Hornedo created an eye-catching graphic pointing to the tropes and plot of her book — a popular trend on social media.

You can also share the tropes of your book in a video! Bloomsbury Publishing posted a reel introducing the special edition of Shannon Hale’s Princess Academy, using a catchy hook to pull readers in: “Twenty years ago, readers fell in love with the story of a girl… who did NOT want to become a princess.”

Post cover reveals

Since special editions often have exclusive covers, posting cover reveals can be a compelling way to kickstart momentum and exposure before the book is even on sale! You can also post reveals for other features, such as the dust jacket, illustrations, and end pages, to continually keep readers engaged.

Author Megan Shepherd shared her cover reveal on the date that her book became available for preorder. She had exclusive covers for different retailers and posted two of the four unique covers online to encourage her readers to purchase from those stores.

A month before her book’s Kickstarter campaign, author Marissa Serrao shared the reveal of her book’s cover and dust jacket to increase interest before its launch. She also hinted at future upgrades that would “make the edition all the more special!”

Involve your artist

A lot of work goes into making a special edition, especially for the artist(s) involved! Mentioning them in your marketing (or asking them to share on their own channels) is a great way to reach new readers, take your fans behind the scenes of how the special edition was made, and thank the artist for bringing your characters and work to life.

Illustrator Eileen Kai Hing Kwan showcased photos and videos of the beautiful illustrations she made for Michelle Wong’s deluxe edition on X (formerly Twitter), letting readers know how much she enjoyed working with the characters and their story.

When preorders opened for Fate of the Fiver, author Niamh Rose thanked the artists she worked with and included graphics with their illustrations and Instagram handles for readers to see more.

Involve your readers in the publishing process

Special edition marketing doesn’t have to wait until the book’s release or even when it’s available for preorder. Readers love being involved in the process and hearing about an author’s writing and publishing journey. Posting updates along the way is a great opportunity to get fans excited, have them spread early reviews, and even get your readers’ input on the project.

Page Powars reached out to his readers to see what kind of content they would want in a special edition, getting readers involved before his standard edition had even been released!

Author Brady Hunsaker involved his readers in the publishing process by setting up a Kickstarter to encourage them to support his special edition printing of Depths of Vanalf. In the caption, he highlights the amount they’ve raised and what the next milestone will be.

Get creative with your book’s image

While hardcore fans may preorder a special edition without knowing what it will look like, for many readers, the aesthetics of a book are an important part of why they purchase. Displaying your new book in unique ways can help capture readers’ attention and let them imagine the book on their shelves!

In a TikTok video, author Rachel Rener displayed her deluxe edition box set, showing off every angle of the beautifully designed covers.

To celebrate the newly released anniversary edition of Never Let Me Go by Kazuo Ishiguro, Faber Books collaborated with reviewer Between Two Books on a post of an elegant photo of the updated book on a cloth background.

Preview your bonus content

If you’re offering exclusive content, such as bonus excerpts, previously deleted scenes, or chapters from a different character’s perspective, teasing these in your posts is another way to attract fans and new readers alike.

Author Callie Hart shared that a bonus chapter would be included in the Waterstones edition of Brimstone, hinting, “I adore the extra chapter that’ll be featured in this book. I have my fingers crossed that you guys will, too!”

Bantam Books UK posted a video introducing the exclusive new cover of Artificial Wisdom by Thomas R. Weaver, “featuring exclusive extra chapters and new bonus material!”

Let your readers know about other goodies!

Along with all the special features of the deluxe edition itself, many authors are going even further and including additional gifts for readers who purchase: bookmarks, stickers, and more! Everyone loves a freebie, so finding creative pieces you can add to your marketing can really bolster the value of your special edition for readers.

Ever wondered what kind of music your favorite characters would listen to? Author Garrett Leigh shared a post about the exclusive playlists she includes with her book, along with character art and secret fun facts.

You can also make the goodies available for a limited time to encourage readers to purchase as soon as possible. Author Hanga E. Pavel offered exclusive extras (such as a letter written from a chosen character!) to the first 20 readers who preordered, and pictured all these extras in her post so readers could see what they’d receive.

Offer a discount

As we know at BookBub, offering a short-term discount can be a fantastic way to grow your readership and increase sales. This is no different for special editions. A discount on such a high-ticket item is an appealing offer for readers, who may want to nab the extras at the lower price.

Author Abigail Owen offered a discounted price for her upcoming title, The Games Gods Play, during its preorder period. She encouraged readers to purchase a preorder copy by letting them know how much they’d save.

For the deluxe edition of The Wolf and the Woodsman, author Ava Reid shared that readers could get 25% off by purchasing on Barnes & Noble, advertising the coupon code in the caption.

Partner with reviewers and influencers

It’s no secret that book reviewers and influencers can have a huge impact on a book’s exposure and performance. Sending copies of your special editions out to reviewers in your genre is a great strategy to increase exposure and buzz for your titles via their posts to their followers.

Author Julie Hall sent out the special edition of her book, Creatures of Chaos, to a reviewer who shared pictures of the book and its blurb, and even the promise of more content: “When the sun is out and I can get the best natural light there will be a detailed reel just for this edition cause she’s just so pretty!!”

Sometimes, your fans will even take the initiative to recommend a special edition they purchased themselves! Jackie’s Book Tally shared a TikTok with all the details of the special editions of Saving Scarlet and Keeping Caroline by C.A. Varian, saying, “personally, my favorite editions are these ones…”

Run giveaways for your fans

If there’s one thing readers love, it’s free books! Setting up a giveaway for a copy of your special edition can be a great way to grow awareness and your follower count. To set up the contest, you’ll just need to tell your readers what they need to do to enter (follow you, comment, share your post, etc.). Bonus content idea: Post the results when the time comes.

For her international giveaway of the special edition of Outdrawn, Deanna Grey posted the rules and the details on Instagram. She also updated the caption with a **CLOSED** note after the contest was done to avoid confusion!

You can also use your giveaway post as an opportunity to thank your readers for their avid support of your work. Alexis B. Osborne thanked her fans for helping reach the Kickstarter goals for the deluxe edition of Heat Clinic.

Author Devney Perry gave away a signed deluxe edition along with artwork page overlays, showing off the prizes on Instagram. She engaged her community by not only asking them to follow her, but also asking that they comment with one of their favorite reads of 2025.

Announce retailer and region availability

Since special editions are unique, each version may not be available on all retailers or in all regions. If so, this is a great opportunity to reach a niche subset of readers! Those who see the post will appreciate you being forward about who can purchase copies where, so there’s no confusion when ordering.

To celebrate the paperback release of his book, TJ Klune shared with readers that Barnes & Noble was doing exclusive paperback editions with sprayed edges. The retailer and the format were highlighted in both the post’s caption and its graphics.

When author Bea Fitzgerald’s book Girl, Goddess, Queen was released in the US with a special edition, she posted a video with a catchy sound-bite and details about the title’s tropes to entice her US fans.

For the special edition of Desserts for Stressed People, author Letizia Lorini posted the details of where readers could get the book in her caption, announcing that this version would only be available for preorder at RARE London (Romance Author and Reader Events). She shared images of the front and back cover in a carousel to entice readers to preorder.

Share signed and personalized copies for your readers

Signed editions are some of the most prized versions for readers, given the personal touch from the author. Giving away your signed edition, signing copies for fans live, or sharing photos of the signing process are all great ways to engage your audience and increase the value of the book.

In a video, author Jade Presley set up a free giveaway for a signed copy of her book The Never List, which was signed by both her and the audiobook narrator. She showed images of the signed book and described the process for her readers to entice them.

To promote the special edition of their book Wait in the Truck, authors Shauna Mairéad and Leila James posted a video signing their books, giving readers a peek into the process!

Give your posts some emotional appeal

To see your book so beautifully packaged for the first time is a memorable moment! Authors can share this joy and gratitude with readers to thank them for their support and create a more intimate connection with their fans.

When author Erin Fae’s special edition of Of Ashes and Wildflowers arrived, she shared her excitement and joy with readers in a post: “I actually can’t believe this is happening… I am so grateful to everyone who has supported this indie author dream of mine.”

Author Shawn Maravel gave her fans a heartfelt thank you for all of their support, especially those who preordered signed copies: “Supporting small authors and small bookshops simultaneously makes a big difference!”

Include a clear call to action

Social media can be effective for driving up preorders, sales, and follower counts, but you’ll want to make it easy for readers to complete the action you’re asking of them. For example, if you want them to sign up for your mailing list, you can direct them to a link in your profile or caption.

Author L.L. Riley posted a graphic asking readers if they’d preordered her special edition yet, with an arrow pointing to her website URL.

On TikTok, author Leia Stone brought readers behind the scenes by sharing a “Pack an order with me!” video, showcasing some deluxe editions she was shipping and what was included. At the end, she directs viewers to her website and encourages them to “Check it out today!”

Announce a preorder

Social media often focuses on the newest and buzziest titles coming out. Promoting the special edition during its preorder, when it’s freshest, is a great way to capture readers’ excitement about having new covers or illustrations and start the momentum early.

The CS Lewis official account posted the preorder details of the Keepsake edition of Mere Christianity, including the hashtags #deluxeedition and #specialeditionbooks to spread the word!

Lit Haven Booktique posted this stunning graphic when the special edition of Sadie Kincaid’s Forged in Blood became available for preorder.

Highlight the exclusivity

Emphasizing the exclusivity of the special edition — a limited number of copies or a finite amount of time to order — can help boost sales by encouraging readers to purchase sooner, to ensure they get a copy before they’re gone.

For the special edition of The Bad Boy Rule, author Maren Moore told readers she’d be capping signed copies to “save her wrist,” and that the next restock wouldn’t happen for a few months.

Author Lydia Gregovic emphasized the limited number of copies for the print run of her special edition of The Weaver Bride, urging readers to buy while they were available.

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About Hanna Baublitz

Hanna Baublitz is a Junior Account Manager on the BookBub Business Development team. She helps publishers and authors promote their titles and achieve their book marketing goals.