Growing Caroline Montague’s TikTok from 0 to 171K Followers in 16 Months

Caroline Montague, a British historical fiction author, needed a stronger social media presence to expand her readership and build meaningful audience connections.

Despite working with different social media managers, her content remained inconsistent, Instagram growth had stalled at around 5,000 followers, and she had no established TikTok presence.

The challenge was to transform her online presence into a recognisable personal brand that connected with readers beyond traditional book promotions.

The campaign introduced a TikTok-first content strategy centred on authentic storytelling, short-form videos and Caroline's everyday life as an author.

Content focused on her writing routine, reading interests, home and personal experiences, creating relatable moments designed to resonate with the global BookTok community.

Consistent content production, publishing and creative optimisation supported audience growth across TikTok and Instagram, while carefully selected brand partnerships expanded her visibility.

Over the 16-month campaign, Caroline Montague's TikTok account grew from zero to 171,000 followers, generating 5.3 million likes across the account.

Her top-performing video reached 3.1 million views, demonstrating the audience reach achieved through authentic, video-led storytelling.

Instagram also experienced substantial organic growth, increasing from approximately 5,000 to over 40,000 followers alongside the TikTok campaign.

The campaign established a stronger, more consistent author brand, expanding Caroline's online visibility and connecting her with audiences around the world.