Non-fiction writers, you may not thank me for this one
Don't hate the player, hate the game??
Something I’ve been giving a lot of thought to recently is how Instagram (and other social media platforms) occupies a different space in time for writers depending on whether you’re writing fiction or non-fiction*.
*for the purpose of this piece I’m going to ask you to put memoir to the side for a moment - I’ll come back to you towards the end
And what I’m about to say is going to make some of you very unhappy (sorry).
The more I work with writers and authors, and the more conversations I have with agents and other professionals from the traditional publishing industry, the more I understand that in many cases non-fiction writers need to have an existing platform to promote their book from before traditional publishers will be interested, whereas fiction writers don’t.
Publishing books is basically gambling in a cravat and, when it comes to non-fiction especially, the gentlemen and -women at the helm want to be as sure as they can be that the odds are stacked in their favour.
They want to know that the topic your book is about is something people are already interested in and talking about. They don’t want your book to start the conversation - that’s too big a risk - they want your book to lead or redirect or amplify a conversation that is already happening.
They want to know that you have the authority and credibility to speak on a particular subject. This authority might come via your lived experience, qualifications, or professional expertise but fundamentally they want to see that people perceive you as someone worth listening to.
They want to know why you are the right person to write this book. Are you someone that people listen to about this subject? Are you someone they trust?
They want to know that you have a platform to launch your book from.
‘A platform’ might be a profile in traditional media (TV, radio, or print), a podcast, a blog, live events, and so on - but while some of those platforms might not be available to you, one that is available to everyone is social media.
When choosing which social media channel(s) to use, you need to consider where your target audience/ ideal readers are hanging out, as well as your personal preferences - there’s little point in choosing a platform that demands video content from you if you hate appearing in front of camera!
Whichever social media channel you choose to use however, your content combined with your audience can demonstrate to publishers that there is a conversation already happening; that you have authority to shape that conversation; and that you have people who trust and respect you.
This isn’t an exact science. The betrothal of inappropriate levels of authority onto people who happen to have a profile is commonplace in modern society - see celebrity culture and the Royal Family for perfect examples of this - but internet culture has turbo-charged this phenomenon.
The dynamics we see play out across the pixels often mistake popularity for credibility but that’s not to say you can’t use social media to prove your genuine authority and expertise to a potential publisher.
In practice, what this means for many non-fiction writers is that building a platform probably exists in the same space in time as writing your book proposal.
You are in the unfortunate position of having to wear at least two hats at once:
Hat One: writer
Hat Two: content creator
Hats three, four and five i.e a day job, family, and friends might also apply. Delete as appropriate - I find my head is only big enough for three hats at a time.
Right now you might be feeling a bit sick. Please don’t shout at me. I didn’t create the game, but I can help you understand the rules.
Honestly, I don’t know exactly how big your profile has to be for a publisher to take a serious look at your book. That’s a question for the publishers. But I do know how you can use Instagram to start to build that profile today if that’s something you’re interested in doing.
Here is how I would begin BEFORE I post a single thing:
Stalk some Instagram accounts that are expertise-led (in any field)
The ‘owners’ of these accounts might not say much at all about their personal life. They’re building/ have built audiences primarily on the basis of their expertise.
Examples:
the_brain_doctor - Dr Faye Begeti - a Neurology doctor, Neuroscientist, and author
mumologist - Dr Emma Svanberg - a Clinical Psychologist who specialises in working with parents, and author
clare.seal - a certified Financial Coach and author
mightymother_ - Eloise Rickman - writes about children’s liberation with a side-helping of home education, author of two books
leahhazard - midwife and author of 3 books
boredoflunch - Nathan Anthony - slow cooker & air fryer recipes, author of 4 best selling books
suz.edge - medical dr and author of 3 history books
Notice how they use their content to create credibility and authority to speak on their area of expertise. Notice the ways their audience engages with their content and communicate their trust in them.
Stalk some Instagram accounts that are posting about the topics you are writing about
They may not be fellow writers, but might be academics, activists, professionals in your space, or interested ‘civilians’.
Pay attention to the types of content they are sharing, how they engage their community, how often are they posting, how do they use story-telling in their posts, what kinds of boundaries are they setting about what they do/ don’t share of their personal lives?
How do you feel about what you notice? Is there a particular way of using Instagram that you feel drawn to?
Define your ideal reader
Hang around these ends long enough and you’ll come to realise that I weave this point into basically everything I write.
It’s almost impossible to connect with people who will become your readers if you don’t understand who your ideal reader is and what they are interested in. You could post every day for 10 years but, if what you’re posting doesn’t appeal to the right people for your book, it will be wasted effort.
Most of your content needs to be tailored to appeal to the people who are most likely to want to read your book. Remember, you don’t have to appeal to everyone on the internet!
Consider getting to know a basic graphic design platform like Canva
I know it’s another thing but, for non-fiction writers especially, finding the right visual for the subject you want to post about can become an obstacle in its own right to showing up.
Learn how to make simple, text-based posts and you’ll be able to share your knowledge and tips and advice and insights at will.
Complete this sentence: I want to be known for… and make sure at least 60% of what you post aligns with whatever you write down.
Ok, so what about the memoirists and life writers?
At the start of this piece I promised memoirists and life writers I’d come back to you. That’s because I know traditional publishers often place the same kind of emphasis on memoirists having an existing platform before they’ll consider publishing your book, but your approach to establishing your authority, credibility and expertise will take a different form to a non-fiction writer.
Essentially, you may have to build a platform around being an expert in your own life, your own lessons, your own journey, your own sorrows and joys.
To prove to a publisher that your book will appeal to readers you may have to use your story to connect with your ideal readers, potentially long before you get anywhere near a book deal.
You need to give your ideal reader the chance to see how you can articulate things they’ve felt but have never been able to find the words for; to see themselves in your story; or to see what they can learn from you.
You have to demonstrate the relevance of your story by writing posts that link it to what might be appearing in the news, wider society, or in online trends.
Some of my favourite Instagram accounts are memoir writers, and most of the memoirs I’ve read are by writers I’ve first encountered on Instagram where their content has provided a gateway into their work.
Some examples of memoirists whose Instagram accounts provide a really clear picture of what you can expect from their books are:
clover.stroud - author of 4 best-selling books
afroliage - Marchelle Farrell, author of Uprooted, winner of the Nan Shepherd Prize in 2021
caro.giles.writes - author of Twelve Moons
wendycat1978 - Wendy Pratt, author of The Ghost Lake, long-listed for the Nan Shepherd Prize in 2021
stacey_heale - author of Now Is Not The Time For Flowers
At this point I’m going to assume the only people left reading are the die-harders amongst you; the writers who’re not going to be put off by a little bit (ok, a shit tonne) of hard work that has no guarantee of ever making a difference (remind me again, why do we do this?).
Or you’re a fiction writer who has carried on reading just to glory in the pain of your peers while forgetting that you have to write and edit and edit and edit and edit an entire manuscript before you’ll (I’ll) even stand a chance of securing an agent, never mind a book deal.
Whoever you are though, I’m imagining your next thought might be, ok, that’s all… great, but what do I actually post?
So, as a peace offering, please accept these two free to read posts ⬇️ where I’ve curated content ideas for writers of all stripes who’re interested in using Instagram to find more readers.
I hope they help. And, sorry, again.
FAQ 10: how can I keep posting about my book on Instagram after it has launched?
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So much gold in here Nicola! I’m going add something that will also piss people off - the best time to build your social media is well BEFORE you write your book proposal 🫣. It can take time to build authority and audience via social media. But as they say about planting trees - the next best time is right now.
Super helpful! Thanks Nicola. One question you might not thank me for 😃 what if you write on quite disparate themes, like me? A bit of a Jill-of-all-topics