No Really, How Many?
December 2, 2021 § 7 Comments
A memoirist recently shared her querying frustration: “An agent really liked my work, but said I didn’t have enough platform. But I have a website and I’m on Twitter and Instagram!”
Out of curiosity, I checked. The author’s website showed she wrote occasional humor pieces, loved knitting and had two dogs. She’d published on a couple of literary blogs. On Twitter she had 400 followers; on Instagram she had 185. Nothing in any location suggested she’d written an intimate, soulful memoir about Culturally Relevant Topic.
When Ashleigh Renard (platform expert and author of SWING) and I co-host The Writers Bridge Platform Q&A, we’re frequently asked for numbers. How many clicks make a “viral essay”? How many followers show an agent you have “platform”? How many places do you have to publish? How many years will you have to do this?
You knew this was coming: “It depends.”
Followers can be bought, so numbers don’t tell the whole story. Followers can be generated through #writerlifts, in which everyone agrees to follow everyone else and some of them actually do. If you’ve seen Twitter accounts with 20K followers / 19K following, those are not meaningful numbers. People have followed back politely, not because they’re interested in what the many-followed person has to say. What matters more is engagement—how often do people have a (short) conversation with you online? How often do they comment on your photo, not just click a heart? How often do you share information related to your topic, your writing or your book? Does that information get reshared, or discussed even outside your own feed?
Plenty of people have sold books without being on social media. Plenty of people have sold books with 100K followers. Plenty of people with 100K followers haven’t sold a book.
I know all this, Allison, I hear you cry through the ether, but please just give me a number!
- If you’re writing memoir, it helps to be connected to readers who will later spread the word about your book, at least ten thousand of them. This can be across social media, newsletter, other types of mailing list, public speaking/teaching, or establishing yourself as an expert in your topic. Many of your followers will overlap…so aim for a total of around 50K engaged followers.
- If you’re writing self-help, business, or wellness (or your memoir focuses on one of those angles) you must have at least one very large following, which could be 100K+ on any single social media platform, YouTube, a podcast, or speaking regularly to groups of 1000+ whose ticket price includes a copy of your book.
- If you’re writing a “big idea” book (like Malcolm Gladwell’s work) or narrative nonfiction, you mostly need bylines in significant media, like the New York Times, the Atlantic, Harpers, etc. Places where you’re demonstrating that your work appeals to a wide range of people who are ready to have Opinions about your topic.
- A “viral” essay is 100K plus views, often more.
But I’m going to self-publish!
That’s great! Do you want people to purchase and read your book? Do you want to reach the people who need your message? Every publisher needs platform, even if that publisher is you. Self-publishers would be wise to start with at least half the numbers above.
Two things sell books: interest in the topic and recognition of the author. “Building platform” is simply making as many people as possible aware that you’re writing something they care about, so when your book baby hits the shelf the bookstore aisle will be full of people stopping, saying, “Hey! I’ve heard about that author!” and buying your book. The sneaky algorithms that pump ads into your social feeds and your Google searches are also looking for authors they’ve heard of, writing about subjects of interest. For both people and numbers, your continued, engaged presence in the world is how you become someone they’ve heard of.
Very often, authors publish widely and consistently for several years before landing a book deal. Humorists write columns, or they get their work into the world so someone will let them write a column. (To see what working towards getting a column looks like, follow Lucie Frost on Instagram/Twitter, where she shares fun facts, regularly, in a specific voice.) Literary writers publish essays. Commercial writers publish magazine articles. Very, very few writers generate one magical, beautiful book and publish on the strength of the writing alone. Are you better than Joan Didion? Go for it! But if you’re not, if you know your writing is still growing but your subject is important, focus on making the most of the platform you have.
- A clean, well-designed website that shows your topic clearly, and establishes your expertise and/or skilled interest.
- Social media on which you appear regularly and engage in discussions.
- Getting short pieces into the world, then sharing the best quotes through your newsletter or social media.
- Starting a spreadsheet NOW for the mailing list you’ll be able to start in 18 months.
Platform takes time and effort to build, and yes, takes away from your writing time. But the good news is, you can do 15 (focused) minutes a day for two years, listening to your audience, caring deeply about other people having the same experience, adding topics as you discover them…and your platform will gradually assemble itself.
Want to make your writing even better? Join Allison K Williams for the webinar Beautiful Beginnings Brilliant Endings, hosted by Creative Nonfiction August 24th (yes, there’s a replay). Sign up now!