In our modern world, where everything is online, authors face a quiet battle many may not notice. Writers need more than just writing skills now. They must be promoters, use digital marketing, and handle social media. They must actively promote themselves and build a strong personal brand.
Author Rachael Kay Albers faced such an unexpected challenge when she tried to get her book published. Editors loved her idea, but the marketing folks raised an eyebrow - she needed a bigger online following.
Making a personal brand is crucial in building a reputation, differentiating one's work from the rest, and having an edge over others. According to a 2018 study by Paul Ingram and Mitali Banerjee, artists with a wide range of contacts were more likely to become well-known, regardless of how creative their craft is.
Personal branding is not a novel concept. Authors employed some outrageous antics in the 18th and 19th centuries to establish their reputations in newspaper column inches. Virginia Woolf went shopping with Vogue in the 1920s. Ernest Hemingway posed for pictures while fishing and going on safari.
Personal branding is not just for flashy online figures driving rented Lamborghinis. The Internet demands that everyone, from artists to professionals, carefully curate an online persona. Updating LinkedIn, asking for Google Reviews, or crafting an engaging Instagram persona are all part of this inescapable reality.
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Authors are now entrepreneurs, juggling creativity with self-promotion. The romantic notion of writing for writing's sake clashes with the practical reality that authors must also be business-savvy.
Industries like publishing and music have transformed. Authors find themselves not just creating but also marketing. Artists, musicians, and authors carry the need for constant self-promotion. Algorithms dictate trends, and social media demands consistent content. This pressure affects the quality and authenticity of their work, leading to a struggle between creativity and marketing.
BookTok has significantly contributed to book promotion by creating a community on TikTok dedicated to discussing and recommending books. According to US print-book sales tracker Circana, authors connected to #BookTok sold 60% more copies in 2021 than they did the year before. One author who gained popularity in BookTok is Colleen Hoover. In 2022 alone, Hoover sold 14.3 million copies of her novels.
The decline of traditional journalism has given way to influencers shaping cultural critique. The focus on constant content creation compromises the depth and quality of analysis, influencing how we perceive and appreciate art. This shift raises questions about the impact on artistic expression and whether creativity is becoming commodified.
Artists and authors often feel torn between artistic values and self-branding demands. Their mental health is negatively impacted by their constant self-promotion, particularly on websites like TikTok. Uncertainty, exhaustion, and detachment from the artistic process are the unavoidable consequences of relentlessly pursuing popularity. YouTubers and TikTokers expressed the strain of constant content creation, leading to unhappiness, depression, and anxiety. Elle Mills, a former teen YouTuber, highlighted that feeling pressured to share personal struggles contributed to her quitting.
As we navigate this era of change, perhaps it is time to redefine success - not just in terms of followers and likes but in meaningful connections, systemic support, and a return to the true essence of artistry.
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