Author tours have always had a place in book publicity campaigns, and doing them virtually has increased since the coronavirus pandemic. Pre-pandemic, some might have felt virtual appearances meant less of a commitment than showing up in person. But those biases have faded, and authors can now tour virtually with excellent results. The time and money-saving benefits are apparent, but the biggest advantage is the ability to expand the number of tour stops. Talking with more media and reaching wider audiences help more potentially interested readers discover your book and decide to buy it.

Virtual tours are even more helpful for books with target readers in multiple countries. They help bridge long distances effortlessly and give readers worldwide opportunities to meet you and hear about your book. Having the right key messages ready for your conversations and interview appearances works the same way it does when you tour in person. It's also helpful to prepare a brief presentation in case you are asked to speak before a question-and-answer session. If you have several target audiences in mind for your book, you might make adjustments based on the occasion.

Even though you're making virtual tour appearances from the comfort of your home or office, take them as seriously as you would if you attended in person. Dress well, make sure you have a strong internet connection, speak clearly, and while it's helpful to be warm and approachable, don't be overly informal. As an author, you're seen as an expert in your subject area or someone with admirable literary talent. Your appearances need to uphold those impressions and build rapport with your audience. Hosts and interviewers (and their audiences) have similar expectations online as in person.

Virtual touring can also include appearances you set up yourself, most commonly by going live on social media. You'll want to adequately promote your live sessions with posts in advance and perhaps hold them connected to a group or event. With virtual tours, you minimize disruption to your work and life and reach an increasingly larger audience. Don't be afraid to start small and work your way up to larger events once you've established a format that works for you and appeals to target readers. They can also be good ways to increase your social media following, which pays off in the long run.