Someone less talented than you is making more money because they post on TikTok

Not wanting to share your art on social media is a first-world problem.

I came across a popular Instagram post from an indie author that read, “I want to write I don’t want to be a influencer.” Yes, “a influencer”, not “an influencer”. I’m sure there’s a joke in there somewhere, but let’s not digress. The comments were flooded with creatives and authors–both traditionally published and indie– agreeing that they, too, are tired of “selling their souls to the algorithm.”

These days, it can feel like if you’re not creating content, you’re falling behind. If you’re a creative or entrepreneur of any kind, that means self-promotion is a must, and creating content can feel like a second full-time job. I know that when you were a little kid writing short stories or in grad school studying your ass off, you didn’t picture a career that would require talking into your phone and posting it on the internet for 200 people to see, with little to no reward.

I get it, I really do. And also, it makes me roll my eyes a little.

We live in the easiest time in history to get your work into the hands of others. The barrier between an artist and their audience no longer requires agents, publishers, connections, and money. You have a little device in the palm of your hand that connects you to the rest of the world, virtually for free. And you’re… complaining about that?

Do I need to remind you that Van Gogh sold ONE painting before he died? Or that Emily Dickinson published fewer than a dozen poems in her lifetime?

Gatekeeping visibility is becoming virtually nonexistent. Comedians are putting out their own YouTube specials, actors are performing their own skits on TikTok, writers are blogging on Substack. More and more authors are taking the self-publishing route and owning their career trajectory because of it.

Cara Alwill recently wrote about “author-preneurs,” noting that “... no publisher will care about the longevity of your career quite like you.” Because even if you are traditionally published or have an agent, it’s ultimately your responsibility to promote your own work.

It’s all up to you. You can either choose to feel defeated by that or see it as an empowered choice. Sure, it can be messy, and difficult, and feel like a goddamned humiliation ritual to film b-roll and post a video that your high school bully could come across. But it beats waiting around, hoping to be discovered by Reese Witherspoon or Oprah before you die.

If you hang out in the Substack Notes section long enough, you’ll come across no less than 15 writers per day complaining about social media– as if Substack isn’t social media– and announcing their departures from Instagram. What I think a lot of people are forgetting is that Instagram walked so Substack could run. And it’s thanks to early Substack adopters with large, active social media accounts who brought readers onto the platform.

If you’re a Substack writer, you don’t need Instagram or TikTok to promote your work. But writing on Substack Notes and engaging in the app is still using social media, and I’d argue that you’re probably not doing much of that either.

I can’t help but think there’s a bit of a boomer mentality when it comes to social media. I’ve lost count of how many times I’ve had someone tell me, “I don’t want to dance on TikTok,” as if it’s still 2019. And, for the love of God, no, you don’t have to post all the behind-the-scenes of your life like an influencer, although we may need to unpack why you use the word “influencer” as a slur. But we can save that for another day.

You “hate posting on social media” because you don’t know how. You’ve overcomplicated something that should be an extension of your work, and it’s costing you money.

If you’ve been here a while, then you know this isn’t my usual content, but this is my day job. For years, I’ve been a social media manager and strategist, mostly working with personal brands. I’ve also been creating content myself, in one way or another, for the better part of the last 15-ish years.

Recently, I’ve attracted more writers and authors into my 1:1 consulting calls, and I’m blown away by the results. I’ve seen, firsthand, what happens when smart and creative people stop resisting content creation and lean into the cringe of it all. When you stop thinking that posting content is beneath you, it can be creative and fun.

It makes me sad to come across incredible art that has been seen by virtually no one. Stop waiting to be discovered and stop feeling guilty for wanting to make money with your art.

The power really is in your hands (or your iPhone, same thing!)

If this resonates, I’m hosting a class on October 8, focused on monetizing and attracting leads with your social media. You can learn more about that here.

And if you’re not ready for that yet, you can check out my comprehensive social media guide here.