Meg

As the year winds down, I’m taking the time to reflect on the social media lessons for authors I’ve gathered while working with clients throughout 2024. One recent project, in particular, stands out—a performance review of a client’s social media presence in the publishing industry. The findings? Packed with actionable insights that authors can apply to their own platforms to grow their reach, build engagement, and connect with their audiences. Whether you’re a self-published author trying to market your books or a small business owner managing your own channels, these lessons could make a world of difference as you prepare for 2025. Let’s break down the key takeaways and how you can use them to level up your strategy. 1. Consistency is Non-Negotiable One of the most critical social media lessons for authors is that consistency builds trust. During the past quarter, the client’s publishing-focused account saw significant growth in engagement and reach, largely due to a steady posting schedule. Consistency doesn’t mean you need to post every day, but showing up regularly—whether it’s three times a week or bi-weekly—gives your audience a reason to keep returning. More importantly, it establishes you as a dependable presence in their digital lives, making it easier for them to engage with your content. For authors, consider creating a monthly content calendar (check out my services page for how I can help with this!) that mixes promotions for your books with value-driven content, such as writing tips or personal insights. 2. Value-Driven Content Always Wins In the client review, posts that offered educational or actionable insights consistently outperformed standard promotional content. For example, writing tips, publishing advice, and myth-busting series generated some of the highest engagement. Why does this matter? Readers and followers want more than just information about your next book—they’re looking for content that helps them, teaches them something new, or simply resonates with their interests. Try This: Share your writing process. Create bite-sized tips for aspiring authors. Demystify aspects of publishing, like ISBNs or marketing strategies. A great example is the “Publishing Myths” series I created for the client. Posts in this series not only drove engagement but also built authority within the niche. If you want help brainstorming similar ideas, my contact page is always open. 3. Interactive Content is Key to Community Building Interactive posts, like polls, writing challenges, or even open-ended questions, foster connection. The client’s posts that invited the audience to comment or participate in discussions saw higher interaction rates compared to static updates. For authors, this could mean asking your followers: “What’s your favorite opening line in a book?” “Who inspires your writing the most?” “What’s the weirdest place you’ve ever read a book?” Engagement isn’t just about algorithms; it’s about building a community that feels seen and heard. These interactions also give valuable insight into what your audience loves and expects from you. 4. Carousels Build Engagement and Retention Another standout finding from the client’s performance review was the impact of carousel posts. These multi-image posts, particularly those packed with actionable insights, had higher retention rates and engagement compared to single images or videos. Carousels are ideal for delivering valuable information in digestible chunks. For instance: Break down “5 Steps to Publish Your Book” across slides. Create a “Writing Checklist” that followers can save for later. Share “Quotes That Inspire My Writing” to connect emotionally with your audience. By encouraging saves and shares, carousels ensure your content stays relevant long after its initial post date. 5. Don’t Be Afraid to Test New Ideas The client’s Q4 performance review also showed the importance of experimenting with different types of content. While educational posts consistently performed well, we also tested meme-style reels, genre-specific Spotify playlists, and author confession threads. Each type of content brought unique insights into audience preferences. For authors, diversifying your content can help you discover what resonates most. Not every experiment will be a success, but that’s part of the learning process. Remember, flexibility and adaptability are essential to any content strategy. How to Apply These Lessons to Your Platform Here’s a step-by-step plan to integrate these lessons into your 2025 social media strategy: Plan Ahead: Use a monthly content calendar to ensure consistent posting. Leave room for last-minute ideas or seasonal trends. Provide Value: Focus on educational or inspirational posts that align with your audience’s needs. Engage Your Community: Create polls, challenges, or comment threads that encourage interaction. Leverage Carousels: Use multi-image posts to share valuable tips or resources. Stay Flexible: Be open to testing new formats or themes to keep your content fresh and engaging.  Why These Lessons Matter for Authors The most successful social media strategies aren’t just about promotion—they’re about providing value, connecting authentically, and creating a community. For authors, this means blending posts about your books with content that supports, educates, and inspires your audience. If you’re looking to refine your social media presence or need help developing a cohesive content strategy, I’d love to chat! Explore my services page or reach out via my contact page. Together, we can create a plan that aligns with your goals and resonates with your readers.

As a digital marketing specialist focusing on authors and publishers, I’ve explored numerous platforms to help my clients connect with their readers and grow their brands. After extensive research and hands-on experience, I can confidently say that Substack has become my top recommendation for authors looking to engage with their audience and expand their reach. In this post, I’ll explain why I choose Substack for my clients and why it might be the perfect fit for your author platform too. Content Ownership and Control One of the most compelling reasons I recommend Substack to my author clients is the full ownership and control it offers over their content. Unlike some other platforms, everything published on Substack belongs to the author. This ownership is crucial for writers who want to maintain control over their intellectual property. Substack’s transparent approach to content ownership aligns perfectly with the needs of independent authors and publishers. Focus on Writing and Community Building Substack’s design prioritizes content creation and community engagement. As a marketer, I appreciate how the platform’s layout and tools are optimized for long-form content, making it easier for authors to connect with their audience through meaningful writing. The built-in community features encourage direct interactions between authors and readers, fostering a more engaged and loyal readership. Monetization Made Easy One of Substack’s standout features is its built-in monetization options. The platform allows authors to set up paid subscriptions with ease, providing a straightforward way to earn directly from their writing. This feature has been a game-changer for many of my clients looking to create a sustainable income stream from their newsletters. While Substack takes a 10% commission, the simplicity and effectiveness of the system make it well worth it. Simplicity and User-Friendliness For authors who prefer to focus on writing rather than wrestling with complex tech setups, Substack’s ease of use is incredibly appealing. The platform is simple to set up and manage, requiring minimal technical knowledge. This simplicity allows my clients to dedicate more time to what really matters – creating quality content for their readers. Organic Growth and Discovery Substack’s built-in discovery system is a powerful tool for growing an author’s audience organically. The platform’s recommendation algorithms and the “Substack Reader” app help new readers discover newsletters. This feature has been instrumental in expanding my clients’ readership without relying heavily on external marketing efforts. Impressive Statistics: According to Substack, more than 40% of all new free subscriptions and around 20% of paid subscriptions come from within their network. This level of organic growth is unparalleled compared to other platforms I’ve used for my clients. Transparency and Trust In an era where data privacy is increasingly important, Substack’s commitment to transparency is refreshing. The platform is upfront about its fees and how it makes money, which builds trust with both authors and readers. This transparency extends to data usage, with Substack pledging not to engage in data mining or selling user information to third parties. Support for Authors and Publishers Substack offers extensive resources and support specifically tailored for authors and publishers. From guides on growing an audience to strategies for monetizing content, the platform provides valuable insights to help authors succeed. This level of targeted support is particularly beneficial for those new to newsletter writing or looking to maximize their success on the platform. Community and Collaboration One aspect of Substack that I particularly appreciate for my clients is the sense of community among writers. The platform encourages collaboration and cross-promotion between newsletters, creating a supportive ecosystem for authors. This community aspect not only helps in growing an audience but also provides opportunities for networking and learning from fellow writers. Ecosystem Benefits: I’ve seen firsthand the power of Substack’s ecosystem. Through collaborations with other authors on the platform, some of my clients have seen their subscriber base grow by 25% in just a few months. The ease of cross-promotion and the supportive community have been instrumental in this growth. Direct Relationship with Readers Unlike social media platforms where algorithms dictate content visibility, Substack provides a direct line of communication with an author’s audience. Posts are delivered straight to subscribers’ inboxes, ensuring higher engagement rates. This direct relationship allows for more meaningful interactions and a deeper connection with the readership. Engagement Comparison: While the average Instagram account sees an engagement rate of 1% to 5%, on Substack, I’ve consistently seen open rates between 30% to 70% for my clients. Even more impressively, book links in Substack posts get click rates ranging from 5% to 15%, compared with the typical 0.08% to 0.1% on social media. Flexibility and Scalability Whether an author is just starting out or has a large established audience, Substack offers the flexibility to grow at their own pace. The platform’s scalability means it can accommodate needs as the subscriber base expands, without the need to switch platforms or deal with complex migrations. Support for Serialized Content One of Substack’s unique strengths is its support for serialized content. For authors who enjoy writing long-form pieces and serialized novels, Substack is the perfect platform for this type of content. The ability to deliver chapters directly to subscribers’ inboxes allows authors to build anticipation and keep readers engaged throughout the serialization process. Reader Engagement Tools Substack offers several tools to foster reader engagement. The comment section allows for lively discussions, while features like polls enable authors to gather feedback and involve readers in their creative process. These tools have been invaluable in building strong, interactive communities around my clients’ writing. Overcoming Challenges of Other Platforms Before recommending Substack, I struggled with the limitations of other platforms for my clients. Social media algorithms often buried posts, while email marketing platforms like MailChimp became increasingly complex and expensive as lists grew. Substack has resolved these issues by providing a straightforward, cost-effective solution that prioritizes content delivery and reader engagement. FAQs Q: What types of content can authors publish on Substack? A: Authors on Substack can publish a wide range of content, including serialized novels,