Building an Author Platform When You're Not on Social Media

You don't need to be a TikTok star to get a book deal.

As literary agents, we see plenty of authors stress about their social media following. They think they need 50,000 Instagram followers before they can pitch a non-fiction book. That's not true, and frankly, it's exhausting advice that keeps good authors from moving forward.

Here's what actually matters when you're building an author platform without relying on social media.

What Publishers Actually Care About

Publishers want to know one thing: can this author reach the people who will buy this book?

Social media is one way to demonstrate that. But it's not the only way, and depending on your topic, it might not even be the best way.

If you're writing a business book, publishers care more about your corporate speaking gigs and industry connections than your Twitter followers. If you're writing about healthcare policy, your position at a think tank and your bylines in trade publications matter more than your Instagram aesthetic.

The question isn't "how many followers do you have?" It's "how will readers who need this book find out about it?"

Build Around Your Expertise, Not Algorithms

Your platform should stem naturally from the work you already do. If you're a consultant, your platform is your client list and professional network. If you're a researcher, it's your institutional affiliation and academic publications. If you're a thought leader in your industry, it's your speaking engagements and the conferences where you present.

Stop trying to force yourself into daily Instagram stories if that's not where your audience lives. Instead, double down on the channels where you're already established and credible.

The Email List Is Non-Negotiable

If there's one platform element you absolutely need, it's an email list.

Not a massive one. Not a perfectly segmented one. Just a list of people who have raised their hands and said "I want to hear from you."

Email subscribers are far more valuable than social media followers because:

• You own the list (platforms can delete your account tomorrow)

• Open rates beat social media engagement rates consistently

• Email subscribers convert to book buyers at much higher rates

• Publishers can see concrete evidence of your reach

Start simple: create a lead magnet related to your book topic (a checklist, template, mini-guide) and put a signup form on your website. Send something valuable once or twice a month. That's it.

Even 500 engaged email subscribers will impress a publisher more than 5,000 passive social media followers.

Alternative Platform Assets That Actually Work

Here are the non-social-media platform elements we see work consistently for our clients:

Professional speaking: Corporate keynotes, conference presentations, workshop facilitation. If you're regularly paid to speak on your topic, that's gold. Keep a speaking page on your website with past and upcoming engagements.

Media appearances: Podcasts (as a guest), news interviews, quoted expert in articles. These demonstrate that other media professionals see you as credible. Track every appearance.

Published writing: Bylines in industry publications, trade magazines, academic journals, or reputable online platforms. Guest articles on established sites in your field carry significant weight.

Professional credentials: Institutional affiliations, certifications, awards, leadership positions in professional organizations. These matter enormously for establishing expertise.

Teaching and training: University courses, professional development programs, online courses, workshops. If people pay to learn from you, publishers pay attention.

Consulting and advisory work: Active client list, board positions, advisory roles. This shows organizations trust your expertise enough to pay for it.

Newsletter: Similar to email list, but specifically a regular publication. Even a simple monthly newsletter to your professional network counts.

Your Website Is Your Platform Hub

You need a professional website that consolidates everything. Not fancy, just functional.

Include:

• Clear description of your expertise and what you do

• Your bio and credentials

• Archive of published work, media appearances, speaking engagements

• Email signup (with that lead magnet)

• Contact information

Your website is proof that you exist as a professional in your field. It's where publishers and readers can verify your credibility.

The 80/20 of Platform Building

Focus on the 20% of platform activities that give you 80% of the credibility:

1. Build your email list consistently (even slowly)

2. Pursue bylines in legitimate publications related to your topic

3. Say yes to speaking opportunities (virtual counts)

4. Get on podcasts as a guest in your field

5. Keep your website updated with recent accomplishments

That's genuinely enough. You don't need to be everywhere. You need to be credible and findable.

What to Do If You're Starting from Zero

If you're early in building your platform, be strategic:

• Don't lie or inflate numbers. Publishers and agents can tell, and it destroys trust immediately.

• Focus on quality over quantity. One great article in a respected publication beats twenty mediocre blog posts.

• Build relationships in your field. Other professionals can open doors to speaking, writing, and consulting opportunities.

• Start creating your email list now, even if you only have 50 people on it when you query.

• Track everything. Keep a running document of every media mention, speaking gig, and published piece.

  
  

When Social Media Actually Makes Sense

Look, if you genuinely enjoy social media and your target readers are active there, use it. But make it one component of your platform, not the entirety of it.

Social media works best when:

• Your book topic aligns with visual or short-form content

• Your target audience actively uses that specific platform

• You're already comfortable and consistent with posting

• You can integrate it naturally into your routine

Even then, protect your time. An engaged email list of 1,000 people beats 10,000 disengaged social media followers every time.

The Bottom Line

Publishers want authors who can reach readers. Social media is one way to do that. It's not the only way, and for many non-fiction authors, it's not even the best way.

Build your platform around your actual expertise and where your readers actually are. Focus on email, credibility markers in your field, and consistent visibility through speaking and writing. That's a real platform.

If you're working on a non-fiction book and wondering whether your platform is strong enough to query agents, we can help you figure that out. That's literally what we do.