This is also the part where I see some people start to stumble and get lost in the numbers. I want to be clear: This is not the time to focus on the numbers and algorithms.

And again just for emphasis:

This is not the time to focus on the numbers and algorithms.

I find that the minute you start to worry about numbers and data – you lose your connection to the people in your community. And when that connection gets lost, then you start to lose a bit of authenticity. So what should you be doing at this stage?

• Build
  • Continue to look for like-minded people and connect with them. Finding an audience isn’t something that is done once at the beginning and then stopped. As people naturally fall away, new people will come in and you want to be there – ready to welcome them.
• Inspire
  • Continue to tell your story or share a journey and also make sure to encourage your community/followers/audience to join in on the conversation. Invite them to share their ideas, and experiences and join in on the fun.
• Appreciate
  • Appreciate those in your community by letting them know. Give them a like, follow, comment. Cheer with them on their wins. (Virtually) Sit with them on their challenges. Most of what you are doing should be focused on the people in your community and making them feel heard.
• And play…

Wherever you are in trying to build up your profile, if you are here trying to work out what to do next – I permit you to play. Experiment. Test. Whatever you want to call it. For the next couple of months, don’t worry about whether or not your posts are getting the most reach, high numbers of likes and comments, etc. Just put yourself out there and play. Your focus is to consistently post and engage with your growing community. Listen to their conversations and add to them with your spin. See if posting in the mornings or evenings works better for you. Post at different times of the day with different types of content. You can keep it loosely themed but don’t lock yourself into a niche too soon because you might find it isn’t the right thing for your profile.

Then, after three months, you look at the data. And while it is good to notice which posts had more reach than others, it is just as important to look at the ones that had a high engagement % rate. And start asking questions – what was it about the high reach/likes one that made it go viral? Did it end up outside your “normal” network? What was it about the high-engagement one that resonated with your community? 

From there, you might find inspiration to give more to your community of what they are looking for.

People want to talk to people

“The author platform follows the work. Not the other way around.”

 Mirella Stoyanova

The other parts in this series are linked below:

• 1. Finding & growing your audience
• 2. Planning content
• 3. Creating content & accessibility
• 4. Nurturing your community

Creating content – the types

5.61 billion people in this world have a mobile phone. Most companies today are very mobile-oriented because typically 96.5% of users are going to be accessing information through their mobile phones.

TikTok’s video editing capabilities are quite powerful and worth just playing around with. Apple is a company that has embraced that and turned it into an entire campaign selling on the idea that anyone can create a story with their Shot on iPhone campaign. The point is, that designing for mobile is a safe bet when it comes to creating your content.

Images

Some platforms, such as Instagram, are built with sharing images in mind. If you want to focus on this platform, it can be worth reading up on what works and maybe following some brands or influencers for inspiration. Whichever platform you are posting to, if you use an image, be aware of the different sizes for each platform. You don’t want half of your text cut off in someone’s feed. Ideally, everything that people would need to see would be visible. Luckily, you can use Canva to help you out. All you must do is select “create a design” and then type in the platform you’ll want to post your image on. They’ll create a blank design based on the best size for that platform.

Video

I mentioned before that for social media, TikTok video editing is thorough. However, I do understand not wanting to rely on TikTok if you want to post videos elsewhere. I’ve used Adobe Premiere before and it is a powerful piece of software. But it is not the only one out there. If you have a MacBook, iMovie can get you started. If you already have a Microsoft 365 subscription, the new program Clipchamp might be worth looking into. I have not yet used it so I can’t say if it is good.

66% of consumers say short-form video is the most engaging content in their feed so it is worth giving consideration – even if the idea of sitting in front of a camera makes you nervous. Luckily, most people appreciate a good mix of content. So, if you are more comfortable doing static posts with the occasional video – do that. Remember that it is important to remain authentic to yourself first. And if you do decide to do a video – it doesn’t have to be complicated. Sir Patrick Stewart went viral while reading a sonnet a day. If nothing else – then sit in a cosy chair and read a piece from your book or work in progress. And if you don’t like the sound of your voice – maybe enlist the help of a friend.

Audio

I admit that audio and podcasts are not my thing. There are plenty of options when it comes to sharing podcasts. When I’ve had to edit audio content, I just use a VLC media player.

Text & Copy

Writing for the web is very different than writing elsewhere. Most people won’t read the entirety of a post or an article. (If you are one of the few reading this – hello! ) When I am sharing these pieces on social media – I am taking out the main points and heavily summarising them because I know most people will just be skimming through.

We have this concept of “front-loading” copy on any post – meaning you put the most important bits first and expand on it later. You also want to make sure your writing is clear and easy to understand. And of course – be aware of best practices for each platform.

Accessibility

Making sure that your content is accessible means that you are committing yourself to being inclusive. The more inclusive you are, the more people get a chance to enjoy what you have to offer. And as a writer or aspiring author – you’d be offering a lot! Inclusive design is a field that I wish more companies took seriously but that is another topic. For now, what matters is doing what you can to make sure your communications and social media profiles are accessible.

Some things to keep in mind:

1. Keep the copy simple. The average reading age on the internet is much lower than you’d expect. Also, many people may not natively speak your language. If your prose is too complicated, you’ve lost their attention.
2. Keep the copy clear. Avoid using metaphors, idioms, figures of speech etc.
3. If you are writing a long post, break up the content into sections and lists into bullet points.
4. Use descriptive link text when adding links.
5. If you are using images, add alt-text or a description to add context for screen readers.
6. If you are putting text on images keep it short, keep it clear, keep it simple and make sure the letters do not get lost in the background.
7. If you are using audio, add captioning or a video description. (The number of times I’ve missed out on a video because there is no captioning and I’m stuck under a sleeping baby… )

There is a lot more you can go into when it comes to accessibility but just keeping these in mind will make a world of difference for so many people. You don’t want to miss out on making those connections.

Finally, have fun! This is your chance to tell your story. Don’t be afraid to experiment. Use a mixture of long-form and short content. Evergreen and topical. If a post fails – look at what you can tweak and try again. If a post wins – look at what worked and try that again too.

The other parts in this series are linked below:

• 1. Finding & growing your audience
• 2. Planning content
• 3. Creating content & accessibility
• 4. Nurturing your community

One thing I’ve heard a lot in the industry is “Content is King.” However, you can have the best piece of content but it will be worthless if no one sees it or it doesn’t resonate with your target audience. Content is about more than what you post. I personally don’t even like using the word “content” to describe this part of social media planning. I had a mentor who once told me to consider how each piece of “content” either opens or engages in a “conversation.”

If you are someone who is an aspiring author and decidedly not a social media professional, this outlook will help you so much. Instead of trying to be a “brand” – be yourself and consider how you want to open the conversation with your audience. Alongside the more traditional posts, reels and content you broadcast from your profile, each comment, repost, share, quote also builds upon that conversation and strengthens your community. By becoming a part of the community, people will be more ready to listen & add on to and conversations you may begin.

Be authentic

It is no secret that AI been impacting communications and more. With that being the case people are valuing authenticity more than ever before. People want to be able to trust you – especially in a time where it is so easy to spread misinformation. This is especially the case when is comes to communicating to younger generations and those who grew up in the digital age. Because people are so inundated with being marketed to – you have to get a little creative on how to connect with your audience. A huge part of that begins by being authentic and transparent.

For an industry example – you only need to read about the recent Hugo Awards controversy in China to know why authenticity and trust is so important. Another recent example is the “review bombing” done by an aspiring writer which led to their publishing contract being cancelled. When it comes to your content – be mindful of the conversation you start.

Consistency is key

People and social media algorithms love consistency. So whatever content you plan of creating or sharing – be consistent about the approach. Someone who posts at least once a week and spends time engaging with other accounts will have much more success that someone who only comes in and posts 10+ things in a week to just drop off until months or weeks later. Be there and be consistent and you will start to use the social media algorithm to your advantage.

Put your content in the right place

When it comes to social media platforms, each one tends to have a different vibe to go with it. To be somewhat successful it is a good idea to spend time on each platform to study what gets shared and resonates with other users. You wouldn’t really want to share how your latest D&D campaign went on LinkedIn for example. Taking time to understand what each network has to offer can set you up for success. You may also find that the goals of a network don’t align with your goals and decide to drop that from your content plan.

Keep track of the “big stuff”

You’ve finally got to the point where you are actually ready to publish a book and you want it to be a success. Now what?

If you have been following others in the industry and keeping up with their wins and struggles then you are off to a good start. You can observe what they do to promote themselves and take some inspiration for your own accounts. I will caveat this by mentioning that what works for one person does not necessarily mean it will work for you. Looking back and understanding what resonated with your audience is a big part of planning content. You should be looking back just as much as planning ahead to see what worked in the past, what did quite land and what you can improve upon next time it comes up.

If you have a larger campaign or a lot of content in the pipeline it might be worth it to look into a social media calendar to keep track of it all. These vary from person to person, from using Google calendar, Trello, a spreadsheet, to a content management platform. If you do go this route, I recommend creating space to track data & performance metrics. At the very least, tracking unique interactions and the engagement rate is worth it. You want to post content that is engaging because that is more likely to go further on any platform.

Honestly, there is so much more that can be said about planning content but I will stop here. Next up is all about creating content and keeping accessibility in mind.

The other parts in this series are linked below:

• 1. Finding & growing your audience
• 2. Planning content
• 3. Creating content & accessibility
• 4. Nurturing your community