I should have replied last week! I started the Ask Erin advice column in 2009 (back in my old Blogspot days). I had no idea then that 15 years later, I'd still be doing it! It started as a fun thing to do, grew and was syndicated during its time at Ravishly, and today is right here on Substack. The only revenue from it comes from paid subscribers. I keep the column free so all who need it can read it (and paywall columns that are more than two months old). Why do I do it? It builds community and I enjoy it. When we talk about platform, it just makes sense to focus on the platform that speaks to you. It doesn't matter if it is writing-related.
an advice column is such a great example! and of course Cheryl Strayed and Heather Havrilesky are two more examples of writers who grew audiences by giving advice
I've worked in marketing for over a decade and the first thing people ask when they have (what they think is) their million dollar idea is: "What social media platform should I post on?"
And my advice has always been the same:
Go to the platform you already enjoy using, or I promise you will end up hating the proces and you'll give up before you even had the chance to begin.
This feels important to me too. When I dedicate time to the platforms that I actually enjoy - that actually light me up in some way - it feels like creative time well spent, and I think the content is better for it.
Paging anyone intereseted in flirting with me as we cook some scones together!
Just kidding - great post Leigh. I started my blog 4 months ago and have been trying to work out if I want my writing to be entertaining/informative/insightful or just downright groundbreaking. Perhaps it's none, but to your article, I only ever share things with friends if I find them entertaining.... so I'll consider this a piece in the breadcrumb trail.
A parallel from the business world is when people frame job interviews from the wrong perspective. When you're an entry- to mid-level job-seeker, your interview answers should focus on what YOU can do for the company who's hiring, not about what they can do for you.
There are a number of humor/fiction writers on Substack who create exclusive content to attract readers, with the hope being they might become book buyers down the line. Examples include Dennard Dayle, Michael Estrin, Andrew Boryga, Meg Oolders, Carlos Greaves, and Eli Grober, to name just a few. This is how and why I built my newsletter as well.
Recently I've been experimenting with YouTube (#booktube) and my focus has been on sharing recommendations and providing mini-reviews for books I've read. Hopefully this will prove interesting and valuable for anyone who finds their way to my channel.
Love this question from Morgan! I started creating content on TikTok a year ago. I’ve had millions of views over the year on various videos and have reached more people than I would when publishing traditional essays. My debut is a cross between memoir and literary true crime - and most of my content deals with crime, culture, and stories. You can see more at Courtney.writes on TT! ♥️ I am totally Team Leigh when it comes to TikTok. It’s a great place to connect with people.
Such a good point re: how huge the audience on TikTok is compared to the audience for essays published in more literary outlets. Even if you DO publish essays in lit mags, you can amplify on TikTok
Just wanted to say I took your advice back in one of your posts (I don't remember which one!) to think about the social media audience as its own entity and to stop trying to direct them to the book. (In my case, the podcast.)
My Instagram has tripled and is growing at a fast rate. For me that was about 1200ish to 3700ish in a pretty short time and the followers grow daily. I've also been quoted on my topic (friendship) in WSJ, WashPost, and the Mpls StarTribune during that time. The Guardian asked for quotes too, but I haven't seen the piece come out yet. All of this happened as the Instagram was growing. Is it a coincidence? I guess it could be. But either way, I'm having much more fun with the account. I let the grid stay podcast focused, but my reels are fun and playful. I wanted to thank you for the push to get out of my little box.
Your point about networking vs speaking to your own audience is also a big thing in podcasting. I can see podcasting becoming a bit too much like blogging when towards the middle to end, bloggers were only speaking to other bloggers. Substack runs that risk too. And yes, of course, I have a Substack. It's growing nicely. But I think there will be a burst here at some point. Readers can only keep up so much with the pace we are all putting out content here.
Back to social media: You're so right that readers and listeners don't really want behind the scenes of writing or podcasting. I know I don't have any interest in that as a social media user. Most of us have been savvy social media users for a long time. The stuff that worked on Twitter in 2012 does not work in today's social media landscape. Funny enough Twitter is still where I have my largest following, but I'm hardly there. I can see that Instagram will surpass those numbers for me soon the way it's growing each day.
Oh my gosh I am so excited I just found Lyndsay Rush. I don't know how I've missed her up to now!
Also...I have been thinking about this idea for so long, but my problem is my particular niche. I write middle grade, and trying to figure out how to apply this as a kid lit author has been a challenge. So often the advice is to connect with teachers and librarians and provide resources for them, but I'm not convinced. They need the support and materials from other expert teachers and librarians, not inexperienced me.
So, if anyone has any ideas about how to apply this idea of shareable content to kid lit, I could definitely use it!
Such an interesting challenge! I wonder if you could think about it as a problem you are solving for a parent (book buyer)… they wish/want/hope their kid will _____ and your book ____…
A bit of a deep cut but I love Sarra Manning. Manning’s instagram feels authentic and witty, she covers stuff that doesn’t make it into her monthly column for Red Magazine. Also British, @Daisy Buchanan, has an awesome Substack and I have covered her advice and its impact on me in my own newsletter (highbrowlowbrow). I hope that helps Morgan—the few authors I follow that weren’t shared in this post already.
Speaking of Lyndsay Rush, I read an advance copy of her poetry collection A BIT MUCH, and it is *excellent.* I’ll be shouting about it when it pubs in September!
I will suggest the ComicLab podcast, the guys talk a lot about building your community and the tios apply not only to creatives but also crafters and more
Are there, like, hired guns who can help me brainstorm a creative author marketing concept? I’m on Substack and totally enjoying it, but my audience is tiny, and mostly other writers.
I should have replied last week! I started the Ask Erin advice column in 2009 (back in my old Blogspot days). I had no idea then that 15 years later, I'd still be doing it! It started as a fun thing to do, grew and was syndicated during its time at Ravishly, and today is right here on Substack. The only revenue from it comes from paid subscribers. I keep the column free so all who need it can read it (and paywall columns that are more than two months old). Why do I do it? It builds community and I enjoy it. When we talk about platform, it just makes sense to focus on the platform that speaks to you. It doesn't matter if it is writing-related.
an advice column is such a great example! and of course Cheryl Strayed and Heather Havrilesky are two more examples of writers who grew audiences by giving advice
The fact that you enjoy doing it is key.
I've worked in marketing for over a decade and the first thing people ask when they have (what they think is) their million dollar idea is: "What social media platform should I post on?"
And my advice has always been the same:
Go to the platform you already enjoy using, or I promise you will end up hating the proces and you'll give up before you even had the chance to begin.
This feels important to me too. When I dedicate time to the platforms that I actually enjoy - that actually light me up in some way - it feels like creative time well spent, and I think the content is better for it.
For sure
Paging anyone intereseted in flirting with me as we cook some scones together!
Just kidding - great post Leigh. I started my blog 4 months ago and have been trying to work out if I want my writing to be entertaining/informative/insightful or just downright groundbreaking. Perhaps it's none, but to your article, I only ever share things with friends if I find them entertaining.... so I'll consider this a piece in the breadcrumb trail.
LOL Ned
A parallel from the business world is when people frame job interviews from the wrong perspective. When you're an entry- to mid-level job-seeker, your interview answers should focus on what YOU can do for the company who's hiring, not about what they can do for you.
There are a number of humor/fiction writers on Substack who create exclusive content to attract readers, with the hope being they might become book buyers down the line. Examples include Dennard Dayle, Michael Estrin, Andrew Boryga, Meg Oolders, Carlos Greaves, and Eli Grober, to name just a few. This is how and why I built my newsletter as well.
Recently I've been experimenting with YouTube (#booktube) and my focus has been on sharing recommendations and providing mini-reviews for books I've read. Hopefully this will prove interesting and valuable for anyone who finds their way to my channel.
thank you for these examples! Your job interview analogy is perfect
Love this question from Morgan! I started creating content on TikTok a year ago. I’ve had millions of views over the year on various videos and have reached more people than I would when publishing traditional essays. My debut is a cross between memoir and literary true crime - and most of my content deals with crime, culture, and stories. You can see more at Courtney.writes on TT! ♥️ I am totally Team Leigh when it comes to TikTok. It’s a great place to connect with people.
Such a good point re: how huge the audience on TikTok is compared to the audience for essays published in more literary outlets. Even if you DO publish essays in lit mags, you can amplify on TikTok
India Holton's Instagram. She shares hilariously edited old paintings making fun of historical romance tropes. Which she writes so...
so fun!!
Just wanted to say I took your advice back in one of your posts (I don't remember which one!) to think about the social media audience as its own entity and to stop trying to direct them to the book. (In my case, the podcast.)
My Instagram has tripled and is growing at a fast rate. For me that was about 1200ish to 3700ish in a pretty short time and the followers grow daily. I've also been quoted on my topic (friendship) in WSJ, WashPost, and the Mpls StarTribune during that time. The Guardian asked for quotes too, but I haven't seen the piece come out yet. All of this happened as the Instagram was growing. Is it a coincidence? I guess it could be. But either way, I'm having much more fun with the account. I let the grid stay podcast focused, but my reels are fun and playful. I wanted to thank you for the push to get out of my little box.
Your point about networking vs speaking to your own audience is also a big thing in podcasting. I can see podcasting becoming a bit too much like blogging when towards the middle to end, bloggers were only speaking to other bloggers. Substack runs that risk too. And yes, of course, I have a Substack. It's growing nicely. But I think there will be a burst here at some point. Readers can only keep up so much with the pace we are all putting out content here.
Back to social media: You're so right that readers and listeners don't really want behind the scenes of writing or podcasting. I know I don't have any interest in that as a social media user. Most of us have been savvy social media users for a long time. The stuff that worked on Twitter in 2012 does not work in today's social media landscape. Funny enough Twitter is still where I have my largest following, but I'm hardly there. I can see that Instagram will surpass those numbers for me soon the way it's growing each day.
this is amazing!!! kudos!
Can't wait to watch the Steve Martin doco! Famous people failing cheers me up too! 🤓
Thanks for the Link in Bio shout out!!
Oh my gosh I am so excited I just found Lyndsay Rush. I don't know how I've missed her up to now!
Also...I have been thinking about this idea for so long, but my problem is my particular niche. I write middle grade, and trying to figure out how to apply this as a kid lit author has been a challenge. So often the advice is to connect with teachers and librarians and provide resources for them, but I'm not convinced. They need the support and materials from other expert teachers and librarians, not inexperienced me.
So, if anyone has any ideas about how to apply this idea of shareable content to kid lit, I could definitely use it!
Such an interesting challenge! I wonder if you could think about it as a problem you are solving for a parent (book buyer)… they wish/want/hope their kid will _____ and your book ____…
Oooooh...something like that could have quite a fun range actually, from serious recommendations to parenting influencer satire lol
my goal is to be patient zero for a viral outbreak in satirical content 😂
Love Pierce Abernathy — too cute to cook!😃🍋🥂
A bit of a deep cut but I love Sarra Manning. Manning’s instagram feels authentic and witty, she covers stuff that doesn’t make it into her monthly column for Red Magazine. Also British, @Daisy Buchanan, has an awesome Substack and I have covered her advice and its impact on me in my own newsletter (highbrowlowbrow). I hope that helps Morgan—the few authors I follow that weren’t shared in this post already.
Speaking of Lyndsay Rush, I read an advance copy of her poetry collection A BIT MUCH, and it is *excellent.* I’ll be shouting about it when it pubs in September!
Loved the Steve Martin doc! 👍
What a treasure trove!!!!! Thank you for this, Leigh!!
All these are great thank you!
I will suggest the ComicLab podcast, the guys talk a lot about building your community and the tios apply not only to creatives but also crafters and more
Are there, like, hired guns who can help me brainstorm a creative author marketing concept? I’m on Substack and totally enjoying it, but my audience is tiny, and mostly other writers.