How to Run an ARC Campaign That Gets Your Book Reviewed Before Launch
By Sara · Updated · 8 min read
Quick answer
An ARC campaign is the planned process of sending advance reader copies of your book to reviewers, bookstagrammers and BookTok creators before publication, so honest reviews and posts appear around launch. Most authors build a creator list about 12 weeks out, send copies around 8 weeks before release, follow up once, and gather the resulting posts into launch week.
Sending free books is the easy part. The hard part is choosing creators whose readers will actually buy your book, getting copies to them in time, and keeping track of who posted what. This guide covers each step, including the disclosure rule many authors miss.
What is an ARC campaign?
An ARC campaign is the organised process of choosing who receives an advance reader copy (ARC) of your book, sending it, and following up so reviews land around publication. An ARC is a pre-release version of the book, printed or digital.
Digital ARCs are often delivered through services such as NetGalley, BookFunnel or StoryOrigin, while physical copies go out by post. Physical copies cost more but tend to produce more photo and video content on Instagram, because a beautiful book is something creators want to film.
When should you start an ARC campaign?
Start an ARC campaign about 12 weeks before publication. Creators need time to say yes, receive the book, read it and schedule a post, and many plan content weeks ahead.
| Weeks before launch | ARC campaign step |
|---|---|
| 12 weeks | Build and vet your creator list |
| 10 weeks | Send personal outreach messages |
| 8 weeks | Ship physical or digital copies |
| 4 to 6 weeks | One polite follow-up |
| Launch week | Share and reshare every post |
The ARC timeline slots into month one of a three-month book launch marketing plan.
How do you find the right book creators for ARCs?
The right ARC creators already post about your genre and have readers who comment. Follower count matters less than fit: a creator with a few thousand engaged thriller readers can do more for a thriller than a general account many times the size.
- Search genre hashtags such as #thrillerbooks, #mysterybooks and #bookstagram.
- Check that their recent posts are in your genre and get real comments, not only emojis.
- Look for creators who already reviewed comparable titles.
- Note their preferred format (physical, ebook, audio) and any review policy in their bio.
Aim for a focused list. Twenty to fifty well-matched creators usually beats a large, untargeted mailing.
How do you write an ARC outreach message?
A good ARC outreach message is short, personal and easy to answer. Mention a specific post of theirs, give a one-line pitch with comparable titles, state the publication date and ask a simple yes-or-no question.
Hi Emma, I loved your post on locked-room mysteries. My thriller THE QUIET HOUSE (for fans of Lucy Foley) publishes on 3 March. Would you like a free early copy? There is no obligation to post.
Send messages one by one, not in bulk. Creators recognise a template instantly, and a personal note is the difference between a reply and silence.
Do ARC reviewers have to disclose a free copy?
Yes, in the United States reviewers should disclose that they received a free copy. The FTC's Endorsement Guides treat a free product as a material connection that viewers should know about.
Make it easy: add a front-matter note to the ARC saying it is a free advance copy, and mention in your message that a simple "#gifted" or "thank you for the ARC" is all that is needed. Never make a copy conditional on a positive review. An ARC buys access to the book, not an opinion.
How do you track ARCs and follow up?
Track every ARC in one spreadsheet with a row per creator: platform, address or email, date sent, delivered, follow-up date and post link. One sheet stops copies going missing and shows you which creators to work with next time.
Follow up once, kindly, about two weeks after delivery. Never pressure creators. Their goodwill is worth more than any single post.
How do you turn ARC reviews into launch buzz?
Turn ARC reviews into launch buzz by clustering them. Ask permission to reshare posts, collect short quotes for graphics, and schedule the reshares across launch week so new readers see the book everywhere at once.
If you would rather hand off the research, outreach and tracking, ARC Campaign Management covers all three while you or your publisher send the copies.
Frequently asked questions
How many ARCs should I send?
It depends on your budget and print costs, but a focused list of 20 to 50 well-matched creators usually beats a large untargeted mailing. Fewer, better-matched copies also make follow-up manageable.
Who pays for ARC copies and postage?
Usually the author or the publisher. In Sara's ARC Campaign Management service, you or your publisher send the physical copies while Sara handles creator research, outreach, tracking and follow-up.
Are ARC reviewers required to post?
No. ARCs should be sent with no obligation to post or to review positively. Honest, voluntary posts are more credible to readers and keep creator relationships healthy for your next book.
Should I send physical or digital ARCs?
Send digital ARCs when budget is tight or the list is long, and physical copies to the creators who make photo and video content. Many campaigns use both and ask each creator which they prefer.