You’ve put in the hours. You’ve studied the craft. Maybe you’ve even finished your book. But you’re starting to wonder… what comes next?
The truth is, writing a book is only part of the story. The other half is making sure people actually read it. That’s where the idea of an “author platform” comes in, and it’s not as scary or corporate-sounding as it might seem.
Why bother with a platform anyway?
Let’s be honest: most writers would rather spend their time tinkering with dialogue and working on their craft than setting up an Instagram account.
But, as much as we may wish it to be the case, most readers don’t just stumble across books in tidy rows of bookstore shelves anymore. The world has shifted and, as authors, we must change our approaches too.
Readers now discover who we are through conversations online, through trusted communities, and yes, through the authors that they feel like they know. In this way, an author platform acts as a bridge between your creative world and the readers who want to step into it. And for indie authors especially, it’s a lifeline – the connection you build becomes the engine that drives your work into the world.
Every big readership starts small. Maybe your first “fan” is your aunt, or a friend of a friend who saw your book on Facebook. That’s fine. Don’t underestimate the ripple effect of just a handful of people who genuinely care about your work. Word-of-mouth is still the oldest, truest marketing tool.
But this is exactly why your platform matters: when readers connect with you directly – through your posts, your emails, your website – they’re far more likely to talk about you with others. That’s how you move from one reader to ten, to a hundred, to a thousand. And yes, it takes time. But think of it as tending a garden: You plant seeds, water them, and gradually, things grow.
There are a few routes you can follow and different platform that you can make use of, such as websites, social media platforms, and newsletters.
The website: your digital homebase
If social media is like hanging out at a busy café, your author website is your home. It doesn’t have to be flashy or cost you money to build – plenty of writers start with free or low-cost platforms like WordPress, Canva, or Wix. What matters most is that it’s clear, welcoming, and feels like you.
At its core, your site should have:
- A short bio (Let your personality peek through here; don’t just list credentials.)
- A page for your books – or if you’re pre-publication, a space for short stories, essays, or even a “works in progress” section
- Contact info for readers, event organizers, and publishers to reach you
- Links to your other platforms (newsletter sign-ups and social media)
Once you’ve built that foundation, your website becomes the anchor point, and everything else you do online – from newsletters to social media – should circle back to it.
Social media
Yes, social media can feel like yelling into the void. But it’s also possible for it to be a wholesome and community-oriented space for you to really connect with readers and fellow authors.
People will begin to recognize your face and look out for your daily writing-nook photos. They’ll start to remember you as the writer who posts about cats or baking sourdough alongside updates about your latest novel. That human mix is what makes readers stick around.
A few practical thoughts:
- Choose what you enjoy: Feeling overwhelmed by TikTok? Skip it. Choose one or two platforms to get started with. Our recommendations: Instagram and Substack. Instagram is easy and low-effort, and Substack is like X (Twitter) but for writers and the publishing world.
- Consistency beats perfection: Posting regularly matters more than creating polished masterpieces every time. Aim for one or two Instagram feed posts every week, and one “story” post every day. For Substack, aim for a feed post every day (a repost or a few sentences can make a big difference), and use the newsletter feature to share long-form thoughts or essays.
- Engage: Reply to comments, ask questions, and join conversations. Readers can tell when you’re treating them like people instead of numbers. (And you might find that you actually enjoy forming these connections!)
Using newsletters to build readership
Ah, the newsletter. That’s the golden ticket. Newsletters are one of the most reliable tools an author can have. Unlike social media, where algorithms decide who sees what, a newsletter lands directly in a reader’s inbox. It’s like keeping a direct line to your readers’ living rooms.
The key? Keep it simple, personal, and regular. Share updates, sneak peeks, or even small glimpses into your writing life. Readers love feeling part of the process.
Aim for one newsletter a month. There are various platforms you can use:
- Substack: This is what we use to create our Vindigo Press newsletters! You can combine your social media platform with your newsletter, making it easy to grow and interact with your audience.
- Mailchimp: This is a classic, with plenty of templates and automation tools – great if you want more customization.
- Kit: This platform is especially popular with writers and creators; it’s designed to nurture long-term readership.
- MailerLite: This is simple, budget-friendly, and intuitive for beginners.
Pick whichever feels the least intimidating!
The publisher + author duo
Here’s something many writers forget: your publisher’s platform and your author platform aren’t separate islands. They’re more like neighbouring houses with a shared garden fence. When both sides put in effort, it creates a richer space for readers. This is especially the case for small publishing houses like Vindigo Press, where the relationship between author and publisher is more personalised and collaborative.
For example:
- Your publisher runs a blog highlighting your writing process. You share that piece with your followers.
- You announce a new book cover on your Instagram, and your publisher reshapes it into a press release.
- Readers hop from your site to your publisher’s, finding other books they love – and that helps the whole press thrive, which circles back to benefit you.
Linking back and forth – your site pointing to their catalogue, theirs pointing to your author page – creates a loop that helps readers explore naturally. It strengthens both sides: your readers get to see the broader community of authors you’re part of, and the press benefits from your visibility.
A gentle reminder and final thoughts
It’s easy to feel overwhelmed by all of this. After all, you probably didn’t become a writer because you love fiddling with website plugins or analysing hashtags. But building an author platform doesn’t have to be mechanical. Think of it as storytelling in another form. You’re still crafting a narrative – only this time, it’s the story of you as an author.
A platform is built slowly and steadily. Like with most things in life – including the writing of a book – the important thing is to just start. Be yourself, and let your readers see you as a real person with stories to share. Because when readers feel connected to you, they’ll follow you from book to book, and the power of word-of-mouth can work its magic.
And you don’t have to do it alone! Many small presses are eager to support their authors in this space, because your success is tied to theirs. So, ask questions, share ideas, and work together.
Reach out to us when you’re ready to share your work with the world:
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