What if I told you there was a content creator on TikTok who could make a single video about your book that would generate thousands of copies sold?
Forget thousands—what if I told you their video could move hundreds of copies of your book?
You’d say, who is it and what’s their address, so I can mail them a copy tomorrow?
What if I told you that Substack was offering a new fellowship to entice video content creators to come hang out with us, over here on Substack. You’d say:
I came to Substack because I was sick and tired of overloading my brain on digital crack. Can we not just have one place where we can connect with others on a deeper level?! Can we just leave TikTokers to TikTok and Youtubers to Youtube?
That’s the top comment on
’s May 7th post annoucing the new fellowship.Other Substack creators are upset that there’s no fellowship for writers:
Why not do this for writers instead? It would take a lot less money and reflects the vast majority of people on the platform.
I don’t know who needs to hear this but Substack did offer fellowships to writers. I’m an ancient crone who’s been using this platform since 2020. That year, they awarded over $300,000 to writers, not counting the large advances they paid to court prominent creative writers and columnists.
Why are writers so afraid of sharing a corner of the internet with video content creators?
Why are we so angry at Substack for helping video content creators earn income directly from their fans—isn’t that the same value prop that brought us here as writers?
The backlash reminds me of how writers react to celebrity book deal announcements, with a wounded sense of injustice. Is it fair that Paris Hilton got a book deal? Well, why wouldn’t it be fair? Love her or hate her, did she not work hard to become “Paris Hilton” and build an audience of people who want to buy what Paris Hilton is selling?
What would you do if Paris Hilton posted a photo of herself in a bikini on a yacht, reading your book?
You’d say, that’s hot. And then you’d email your publishing team and share the post in your Stories with a link to buy and spend all night refreshing your Amazon page to watch your ranking move.
As much as we resent the ease with which Hollywood celebrities and digital influencers move through book publishing world, we remain desperate for the validation of famous women. We’re dreaming constantly of being “discovered” by someone with a bigger platform.
But we don’t want the creators with bigger audiences using Substack?
The literary community loves to stereotype video content creators as illiterate bozos, but many of the creators I follow on BookTok are also sharp, talented, thoughtful writers. Some of them are already on Substack. I recommend following
, , and .The greatest threat to writers is not video content creators. Compared to writers, I’d argue that streaming services are more threatened by video content creators—you can cancel Netflix and put that money toward groceries1 and watch YouTube for free.
I don’t think AI is the greatest threat to writers either. For a special AI issue of Reason magazine, I wrote about a controversy that erupted on Twitter surrounding an award-winning poetry chapbook that was “generated” using chatGPT:
Novelist, professor, and book critic Gabino Iglesias tweeted in response to the contest results, "Someone told me about this and I was like 'Nah, can't be.' Well, apparently it is. Imagine working you [sic] ass off and then losing to an 'AI chapbook.' I hope the submission call asked specifically for AI bullshit." (It did not.)
Iglesias' tweet garnered replies such as, "This just makes me saddened and angry at the same time if that makes sense," and "I hope the check bounces when she tries to cash it. I can't believe this is where we're at right now." (The cash prize is $1,000, presumably generated by the contest's $25 entry fee.)
Past literary controversies—over adult novels such as American Dirt or Elizabeth Gilbert's self-canceled Russian novel The Snow Forest, or young adult novels such as The Black Witch—have centered on the "harm" these novels pose to marginalized or victimized groups. In the case of Bertram's poetry collection, the alleged harm was against other creative writers.
As much as writers feel that AI poses an existential threat to their work, the real competition they face is each other. There are too many creative writers, produced by too many creative writing MFA programs (there are over 250), all competing for crumbs of prestige, glimmers of significance.
As much as writers feel that AI poses an existential threat to their work, the real competition they face is each other.
The greatest threat facing writers is how many other writers there are.
I’ve heard the argument that professional writing has been “devalued,” with the implication that the media industry is keeping rates down to intentionally hurt writers and help their bottom line. But there isn’t some evil bald guy in a pinstripe suit wearing a monocle rubbing his hands together in a Manhattan high rise about how he can squeeze more out of his writers for less. There are HUNDREDS of writers who viewed this opportunity and thought, “Exciting!”
How do we make writing more “valuable” when supply exceeds demand?
Because most writers cannot make a decent living writing full-time, they often work in the creative writing industry, teaching and coaching other writers. In creative writing world, the aspiring writer is the customer. There is an infinite supply of customers who’ll pay for programs and courses and workshops to help them publish books. There is no limit to how many people can become literary agents and give it a whirl! But at the end of the day, there are only about 20 imprints to which your agent can submit a literary novel.
I’ve been happily self-employed since 2017. My objective is to make a good living working on books I love. I’m able to do this because I’ve spent years slowly building an audience that trusts me. I tell my clients and my students the truth. I don’t promote writing as a luxury lifestyle.2
As
covered in her interview with me, I have three different audiences I’m building, on three different platforms. I make different choices about what content to post where, depending on my goals for each platform.I’m bullish on Substack because I think it offers a great alternative to a collapsing media industry.
Instead of fearing video content creators, follow their lead. Notice what their niche is (in journalism world, you’d call this a “beat.”) What are they known for? (That’s called a personal brand.) How have they built their audience? How do they engage with their audience—whether in the comments section, or in reply videos? What does their short social media bio say—is it clear what they’re offering their followers?
If you want a competitive advantage in creative writing world, cultivate a unique viewpoint or expertise, or follow a personal obsession, and build an audience. I heard Gary Vaynerchuk interviewed on the Modern Wisdom podcast and the best advice he gave on this topic: create content around either 1) what you love more than anything, or 2) what you know more about than anyone. Lillian-Yvonne Bertram, the poet behind the controversial AI-generated chapbook I wrote about for Reason, has absolutely followed their obsession with the intersection of tech and poetry to fascinating destinations.
If you want to be discovered, put yourself in the path of discovery. Give away something valuable. Welcome the video content creators to Substack and befriend them.
Work with me
I’m now closed to applications for manuscript critiques. When I have availability to take on new client projects, I’ll make an announcement in this newsletter.
If you’re interested in booking a 1-hour career coaching call with me, to troubleshoot a publishing problem or prioritize how to spend your creative time and energy this summer, here’s my calendar.
I spent $7.99 on cage free eggs yesterday
A notable exception to this rule is the dreamy writing retreat I’m teaching in FRANCE this summer. Even I am occasionally seduced by the fantasy of a writing vacation.
this newsletter is a smorgasbord of delicious insight. Also AI Paris Hilton is holding that crazy looking book in the most disturbing way.
You make a great point about there being too many creative writers. Human touch matters.
And at least Substack writers like telling other Substack writers how much they love writing for Substack writers.