Let me tell you about the day I realized I'd become everything I hated about modern writing. There I was, refreshing Instagram for the fifteenth time in an hour, crafting the perfect "behind-the-scenes" story about my morning tea (as if anyone cared about green vs ginger), and scheduling tweets like I was running a presidential campaign.
I was spending more time talking about writing than actually writing. Sound familiar?
Having written online since the dawn of 56k modems, I can tell you that social media promised us the moon and delivered a migraine. Sure, it can work for audience building, but at what cost? Your time, your creativity, and quite possibly your will to live.
The social media hamster wheel nearly broke me
Three years ago, I decided to "take my platform seriously." I hired a social media consultant (expensive mistake number one) who informed me I needed to post three times daily across four platforms, engage with comments within thirty minutes, and create "authentic content" that showcased my personality.
Within two months, I was a wreck. I'd wake up checking notifications. I'd interrupt dinner conversations to capture "candid moments" for my stories. I once stopped mid-sentence during a client call because I had a brilliant tweet idea that couldn't wait.
The kicker? My actual readership barely budged. I had more followers, sure, but they weren't buying books or subscribing to my newsletter. They were just... there. Liking posts about my breakfast and ignoring everything I actually wanted to share. I was of no use to them, nor they to me.
I decided to become a social media guru, and I hired myself out to rectify those wrongs and help businesses utilize social media as a tool. That was worse—my clients invariably held me accountable for their stagnant followings, even when they ignored my advice completely. And that's when I realized social media companies had sold me a bill of goods. Growing an inattentive audience and growing a readership are two completely different animals.
What actually builds readers (without destroying your life)
After stepping back from the social media circus, I discovered something revolutionary: readers find good writing through other readers. Shocking concept, right?
Start with one platform and do it well. I chose email newsletters because they reach people directly. No algorithm decides whether my readers see my work. When I hit send, it lands in their inbox. Revolutionary technology from the 1990s turns out to be more reliable than whatever Meta is calling itself this week.
My newsletter started with twelve subscribers (mostly family members who felt sorry for me). Less than two years later, it's approaching 8,000 readers who actually open and engage with my content on three platforms—Medium, Substack, and Linked. That's real audience growth, not vanity metrics.
Write guest posts for publications your ideal readers already follow. This is old-school networking with modern efficiency. Instead of shouting into the social media void, I identify where my potential readers are already hanging out and show up there with valuable content.
I've written for industry publications, appeared on podcasts, and contributed to anthologies. Each piece introduces me to readers who are already interested in my topic. It's targeted exposure without the social media time suck.
Create something worth recommending. Here's a radical idea: focus your energy on making your actual writing so good that people naturally want to share it. I know, I know. It sounds almost too simple.
I spent six months perfecting an email course about writing fundamentals. Instead of posting daily content about what I had for lunch, I created one substantial resource that people actually wanted to pass along to their writer friends. That single course has brought in more engaged readers than two years of Instagram stories.
The power of being findable (without being everywhere)
You don't need to be on every platform. You need to be findable when people go looking for what you offer.
Google still matters more than TikTok dances. When someone searches for advice in your area of expertise, do they find you? I've invested time in writing helpful blog posts that answer questions people actually ask. Boring SEO work beats viral content every single time for building lasting readership.
Email signatures are underrated gold. Every email you send is a potential reader touchpoint. Mine includes a link to my best free resource, my newsletter. I've gained hundreds of newsletter subscribers just from normal business correspondence.
Speaking opportunities beat posting opportunities. One thirty-minute presentation to a writers' group brings more engaged readers than thirty days of social media posts. People who hear you speak are more invested than people who scroll past your content.
The truth about sustainable audience growth
Building a real readership is like growing a garden, not like building a fireworks display. Social media creates spectacular bursts of attention that fade quickly. Sustainable methods create steady, compound growth that lasts.
I now spend maybe an hour a week on social media maintenance (and that's being generous). In fact, I'm exploring the Fediverse for 10 minutes a week. The rest of my marketing time goes to writing quality content, building relationships with other writers and readers like you, and creating resources people actually want.
My audience is smaller than some social media stars, but it's more engaged, more loyal, and more likely to actually read what I write. They buy my books, recommend me to their friends, and stick around for the long haul.
The bottom line
You can build a thriving readership without becoming a social media content machine. Focus on creating excellent work, getting it in front of the right people, and building genuine connections with readers who care about what you have to say.
Social media can be part of your strategy, but it doesn't have to consume your strategy. The goal is readers, not followers. The method is good writing, not good posting.
Now stop scrolling and go write something worth reading.
#socialmediaaddiction
How do you balance audience building with actual writing? I'd love to hear your strategies for growing readership without losing your mind (or your writing time)
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This is really helpful - thank you. I actually have a very new Social Media Support business for local authors (local to me) and I am already trying to get clients to focus on one or two platforms to build a readership. It's so easy to get distracted from the important tasks - like writing great content!
This is a timely and meaninful article on growing an audience. I appreciate your suggestion on connecting with writers of similar interests to write a guest post or be a guest on a podcast, which will introduce us to new audiences. And yes, I prefer to spend time writing something meaningful.
I never could get into the daily habit of posting on social media. I tried a few times—started ...stopped, then tried again and stopped. I found that it didn't fit into my idea of connecting with others. So, your article confirmed that I don't have to twist my arm over daily social media posting.
Maryan, thank you for your sharing your experience on the drawbacks of being too hungup about social media. I'm sure that many other new writers, like me, will feel the weight lift off their shoulders after reading about better approaches to getting a solid growing audience that works. Coming from a seasoned and established writer like you, this is trustworthy, no need to reinvent the wheel. 🌟👍🏻👍🏽