Fiction authors don’t need a platform—until they do.
You’ve heard it before: Fiction writers don’t need a platform. It’s repeated constantly. You’re told: Craft is king. Story is everything. Platform is for non-fiction authors.
This advice isn’t technically wrong—but it’s woefully incomplete.
The truth is more nuanced. I’ve said it often, as have many agents, and a recent industry panel I attended at the US Book Show confirmed:
Platform may not be required to land your first book deal, but it’s essential if you want a sustainable writing career—one with real community, connection, and resilience.
Publishing is Unpredictable
The reality is, you could sell a debut in a pre-empt or at auction, and still struggle to get traction. You might write something brilliant that gets orphaned. You could build a beloved series and then be told your numbers aren’t strong enough for the next one.
When things go sideways—and sometimes they do—a direct line to readers, peers, and professionals becomes invaluable.
While platform may not guarantee book sales; it increases the odds people at least know your book exists.
When Big Budgets Aren’t Enough
During the panel, an editor shared a cautionary tale.
The imprint had gone all-in on a debut book and they were all very excited: six-figure marketing budget, big push by the sales team, major retail placement including Target, and Costco.
The book bombed. It never got traction.
This is proof that even when publishers invest heavily in marketing, success isn’t guaranteed. It’s also a reminder that even the biggest budgets and the best marketing plans may not work if the audience isn’t already engaged.
The bigger reality is most books don’t get a six-figure marketing budget or Target placement. Either way, the author must do the majority of the heavy lifting and find their readers.
I recently had a submission where the author said they don’t like to market. They prefer to just “put it out there” and have the mindset of “If you build it, they will come”. I reminded the author the only reason “they” came was because they were right there in the corn field. They saw him building it. I don’t recall any players from other neighborhoods, states or countries stopping by.
The New Marketing Reality
Another key takeaway from the panel: Book marketing is no longer a six-week sprint around publication. It’s now a marathon requiring author commitment and strategy for at least 18 months—or until their next book.
Be Authentic
The panel also confirmed people want authenticity that comes from a thoughtful place. This isn’t about follower counts or going viral. It’s about building genuine community, with people who connect with you and the stories you tell.
For example, consider sharing your creative process. Talk about research rabbit holes went down, breakthroughs you had, as well as the good and bad days.
Engage with what genuinely interests you. If you did historical research, share fascinating discoveries. If you’re obsessed with world building share how you come up with ideas.
More importantly, be useful to other writers. Share resources, celebrate their successes. Contribute something of value. Show support for the community that you want supporting you.
One other helpful insight from the panel: while having a feature in Vanity Fair is exciting, in most cases, it sells less book than a podcast appearance—simply because the listeners of that podcast are the readers.
Ick-Free Platforms
Most writers resist creating a platform because it feels uncomfortable. I’m totally with you on that. Unfortunately, this doesn’t negate the need to do it.
Platform doesn’t have to mean TikTok or 10K Instagram followers. It doesn’t have to “take up time I could be writing”, and it shouldn’t be “salesy”.
So, for all those who “hate social media” consider:
- A consistent newsletter or Substack
- Two social platforms where you’re comfortable. (e.g., Bluesky and Substack)
- Contribute thoughtful essays, interviews or op-eds on other people’s platforms
- Engage in writing communities—book clubs, forums, critique groups
- Teaching, coaching, or editing
- Public speaking or podcast guest
- Have avisible online presence that shows who you are and what you write
Start where you’re comfortable, but don’t wait until your pub date to begin.
Before the Book: Starting Early
The most successful fiction writers I know began connecting with their future audience well before their debut hit shelves—not because they had to, but because they understood the importance and it fueled their creativity.
I feature two of these writers in an article I’ll link at the end.
Creative accountability: Sharing your process can help you stay consistent.
Market awareness: Engaging with your community keeps you connected to genre trends, reader preferences, and industry changes.
Professional relationships: Building community introduces you to other writers, editors, agents, and industry professionals. These engaged relationships often matter more than follower counts.
There are a lot of excellent examples of authors engaging their community while promoting their book, on Substack.
During the Book: The 18-Month Strategy
Once you have a book deal, your platform strategy becomes more intentional. A strong platform makes you less dependent on publisher marketing budgets, bookstore placement or algorithm changes.
Pre-publication (6-12 months out): Build anticipation without overwhelming your readers. Share cover reveals, behind-the-scenes content, and connect with other authors in your genre for potential cross-promotion. (get the necessary permissions from the publisher)
Launch month: Your established audience becomes your launch team.
Post-publication (6-18 months): Sustain momentum through book clubs, speaking opportunities, podcast interviews. Continue reader engagement. This is where many authors falter, but it’s crucial for long-term success.
After the Book: Building Career Resilience
After your debut, publishers will look at your sales numbers and your ability to reach readers directly. Your platform becomes part of your author brand and can influences future contract negotiations.
Author Mindset
Don’t think of your platform as something you build for one book. You’re building an audience for the career you want five or ten years from now.
Start small. Be consistent. Stay authentic. Focus first on craft, because that’s what will keep readers coming back.
Platform may not be required to get a book deal, but it might be the reason you get another one.