Imagine this: You’re at the top of your game, speaking on big stages, receiving standing ovations, and collecting accolades left and right. You’re living the dream, except for one thing—penning your very own book. You finally decide to take the plunge and pitch your manuscript to a publisher. You’re excited, nerves tingling, after all you’re the expert at what you do, but then you get their response: “Love your idea, but your presence and community online doesn’t seem to match the level of expertise you’re sharing. It’s a ‘no’ at this time.”
Ugh, talk about a buzzkill. Over the years, I’ve seen this scenario play out too many times, and it always grinds my gears. If you’ve been following me, you know the truth—a high follower count doesn’t guarantee success.
I’m happy to report that as of late, more publishers are coming around and realizing followers don’t actually mean fans. You hear that? That’s music to my ears, dear friends. What’s more valuable is engagement, a sense of community, and how the audience interacts with and responds to the author as the subject matter expert.
Let’s dive into why the follower myth is just that—a myth.
You Need a Massive Following to Sell Books
This pervasive myth suggests that only authors with tens of thousands of followers can successfully sell their books and achieve their goals. Here’s why this is a lie and what authors should focus on instead:
Why It’s a Lie
Quality Over Quantity:
- A smaller, highly engaged audience who is genuinely interested in your work is far more valuable than a large, disengaged following. An audience that actively interacts with your posts and eagerly anticipates your new releases can be more effective in driving book sales AND be instrumental in helping you expand your community. Plus! Though a very dated and not helpful-in-the-long-run strategy – anyone can “buy” followers to get their numbers up to where publishers want them. (For the record: This only satisfies the instant gratification principle and is not a tactic we EVER recommend.)
Engagement is Key:
- Engagement rates are a better indicator of success than follower counts. An engaged audience is more likely to buy your books, attend your events, and recommend your work to others. Those who take time to interactive with you and your content on social media are your die-hards, these are your true fans.
Pro Tip (and perhaps mindset shift): Embrace the art of engagement. We recommend to respond and engage with those die-hard fans who take time to leave messages and comments on your content. Focus on those who are showing up for you vs. those who are scrolling by — message them back, comment and reply to continue to feed your Fan Firestarter.
Niche Markets Matter:
- Reaching a niche market can be more beneficial than appealing to a broad, general audience. A targeted group of readers passionate about your genre or topic can lead to higher conversion rates and more loyal fans. Since your book outline is clearly for a specific audience, focus on building up your online community with a similar niched down audience. This also means that when you’re sharing content online and building up your online presence, you’re going to want to make sure that your content is FOR that audience. I know I know, seems like a no brainer – but you’d be surprised how often people create content for contents sake and don’t focus on who it’s actually for.
Authenticity Resonates:
- Authenticity is about being transparent, consistent and vulnerable. Your audience expects in today’s social landscape for the curtain to be pulled back and to be let in on what you have going on behind the scenes. This expectation exists but how you choose to embrace it by sharing what makes you, you…is well, up to you! Think about personal stories, real interactions you can provide to your existing audience to build a stronger and more supportive community. What are aha! moments, anecdotes and relatable stories/memes that encourage your audience to share your content with like-minded people in their networks.
Effective Marketing Strategies:
- Don’t put all your eggs in one marketing basket. As a social media strategist, I’m telling you to diversify where you’re reaching your audience. Utilizing a combo platter of strategies including, social media, email, your website and other promo tools can create a comprehensive marketing strategy that doesn’t rely solely on follower count (which by the way…you don’t own.) But always remember your strategies and how you deploy them in the form of tactics should always ladder up to your SMART goals for your business.
TLDR; What Authors Should Focus On
- Building Relationships
- Creating Valuable Content:
- Leveraging Multiple Mediums
- Focus On Relatability Within Your Niche Community
The Truth About Social Media for Authors
Authors don’t need massive followings to land a quality book deal these days. What really matters is how you show up consistently, build a community of die-hard fans, and move them from casual social media interactions to a platform you own (hint: email). Publishers today see the true value in genuine engagement, not just follower numbers.
So, focus on building strong relationships and creating content that resonates with your audience. By doing so, you’ll grow a loyal following that’s eager to support your work, drive book sales, and help you achieve your goals. Now, go out there and turn those readers into raving fans! Need help being intentional about how you show up online? I got your back, book a call with me here.