Writers in the Storm

by Kathryn McClatchy

Most writers have a love-hate relationship with social media. It’s consistently the best way to promote your author brand and books as well as build an engaged community of readers who love you and your work for little to no cash outlay. For many of us, though, the ever-changing platforms, algorithms, and best practices can be disheartening. Even on the best days, social media is often a distraction rather than a tool.

In 2023, 

• AI-generated content and tools took center stage as a trending topic and created change in how we use social media and create content.
• Twitter became X and has made many changes, both positive and negative, in the first full year with Elon Musk as owner.
• Meta launched Threads in July to much fanfare and record-setting, but since then its daily active user count has dropped 82%.
• YouTube video podcasts became the most popular talk shows, and often sources of news. As per YouGov: only “25% of US adults now say that TV is their primary news source, down from 31% in 2019. In the same time, Americans who say social is their primary news source have increased from 12% to 18%, while for Americans under 34, social has already usurped TV as the top new source.”

The Social Media Landscape for Authors

Here's a great resource for all kinds of internet and social media usage data for the last year, broken down by demographics, platforms, advertising, and more: “DIGITAL 2023 OCTOBER GLOBAL STATSHOT REPORT” from https://datareportal.com/. It might be a bit overwhelming, but it has great infographics to help one understand the online landscape better.

Google

Google has been talking about E-A-T for a few years now, but with the extensive use of generative AI, they have added another E. This is good news for us, as their requirements and Quality Rater Guidelines for good content will almost certainly exclude most AI-created content. E-E-A-T stands for Expertise, Experience, Authoritativeness, and Trustworthiness. To learn more about Google’s process for rating E-E-A-T, SEO, and more, read this article from Google. Fortunately for us, it’s what most authors already know and do, and will hopefully remove some of the fear of AI taking our jobs.

• Fun fact, I ran this article in sections through Writer.com’s AI Content Detector, and the various sections were rated between 35% and 98% human-generated. I personally wrote the entire article myself, but because I focused on the facts and data, rather than my personal E-E-A-T, some sections ranked lower

Facebook

Facebook has become more user-friendly over the past year and has reversed some decline that was being observed a year ago. The biggest changes, however, are in Meta Ads. Still one of the top options for paid advertising as far as cost and customizable targeting, Meta is currently rolling out AI assistance in creating ads, and has recently partnered with Zapier and HubSpot for CRM integrations. While these tools are exciting, what you need to know is that if you use Meta advertising, make sure your ads look and feel like a personalized post or Reel, and be sure to follow the Google E-E-A-T protocol.

Instagram

Instagram is probably the best at keeping its users up to date with changes. Adam Mosseri, the head of IG, posts regular weekly Reels letting us know what's rolling out, what’s in development, and why. He also has a Broadcast Channel for creators where he shares even more behind-the-scenes info that is relevant to us.

• The big takeaway for authors is that Instagram has reset the algorithm to rate reach and engagement based on the size of your account. There are five size tiers, so the small accounts (under 500 followers) are no longer competing with the Kardashians for impressions. And while Reels are still important, they are not all important. 
• Your IG strategy for 2024 needs to include a mix of Reels, Carousel posts, Stories, DMs, and Static posts– in that order of priority. Getting in the DMs with your readers and followers will very much help you in the algorithm and get your posts seen by more followers and new people. 
• The hashtag strategy is still adjusting. I encourage you to experiment. While some accounts are dropping hashtags altogether, others are finding the full 30 are still giving them the best exposure. Mosseri is currently recommending using, on average, about eight very specific and relevant hashtags at the bottom of your post to help the algorithm correctly classify who you are, what you do, and who your target audience is.

TikTok

TikTok, while still rather new among the leading social media platforms, is evolving quickly. They've released a customized-for-you feed, 15-minute-long videos, shut down their creator fund, and expanded “out of phone” TikTok ads to show on billboards, cinema screens, and elsewhere.

• Their more intrusive privacy policy released in early 2023 caused renewed censorship among many countries, businesses, and government entities. If you haven’t yet, I encourage you to read the privacy policy for yourself. TikTok updated it again on 24 January 2024. 
• One point of discussion among social media marketers is the issue of higher vanity metrics for creators and businesses, but lower conversion rates compared to other platforms. If you are not already, make sure you track your sales relative to the content you are putting out on each platform.

X/Twitter

X/Twitter has been in the news for over a year, and Elon Musk has been a controversial figure for several reasons. I’ve always coached my clients to focus on the 2-3 platforms they enjoy and where their people are. If you still like Twitter, and your community is still active there, then stay. The pendulum seems to be leveling out, and a lot of good things are happening on that platform.

As of the last six months, ROI on advertising has been the best of all social media platforms. It’s cost-effective, gets great results, and is outperforming both Facebook/Meta and TikTok. As of this month, X/Twitter is still one of the top 15 platforms (out of over 250 social media sites) in the world based on monthly active users.

• If you have left X, or are looking for a comparable platform, you might want to consider IG Threads, Mastodon, or Bluesky (still in Beta and by invite only). The stated goal of Threads is to become part of the Fediverse (of which Mastodon is a part) so many people have just jumped straight over to Mastodon.
• Starting April 2023, X/Twitter began winding down its legacy blue check verified user program in favor of a pay-to-play premium option. This stirred up a lot of ire; however, Meta and other platforms are now following suit. Is it worth it? The reviews are mixed, and there is no definitive answer yet.

YouTube

YouTube is a perennial favorite among users, creators, and businesses. It’s only been considered a social media platform over the last few years, as it’s technically the second largest search engine in the world, owned by Google, the largest search engine in the world. With the addition of improved commenting options, community features that mimic other traditional social media platforms, and the introduction of YT Shorts, this platform is currently getting the most use by viewers and creators, and has the best direct correlation between content and sales.

• If you are already creating TikToks and Reels, make sure to add them to YouTube. However, just like readers have genre expectations, users on various platforms have different expectations also. What performs well on one platform may tank on another. Data from Pew Research shows that YouTube is again the most used platform. 
• In the last half of 2023, YouTube added Video Podcasts which are now treated separately from other videos in the algorithm. If you are podcasting elsewhere, make sure you upload to YouTube podcast, which will be absorbing Google Podcast in the days ahead.

LinkedIn

LinkedIn changed pretty dramatically through the pandemic with people working from home. It has become less of an online resume site and more like old Facebook for the professional set. It boasts the highest average level of income and education among its users of any platform. If you are targeting well-educated readers who have discretionary income, love to travel, and are interested in thought leadership, then make sure you are active on LinkedIn.

• You can find specialized interest groups, articles, audio and video events, and a wealth of resources. There are also many useful rather than “salesy” webinars and weekly interview shows that live on this platform.
• In 2023, LinkedIn incorporated a creator account that is perfect for authors. It lets you have followers separate from connections and gives more useful analytics. 

Reddit

Reddit has released an API in preparation for its upcoming IPO, that will allow users to get actual analytics, and soon we will be able to use scheduling software to plan posts ahead of time. This venue is already one of the top social media platforms and is also preparing to level up its advertising capabilities.  This is a channel to consider as you look to build community with your readers.

BeReal

BeReal is the fastest fastest-growing emergent social media platform. This is an interesting app that is building amazing communities based on candid photos showing you and where you are. Currently, there are no advertising options. If you miss the days when Instagram was purely a photo-sharing app, this might be a good option for you.

Substack

Substack is disrupting how we write newsletters and blog posts. Founded in 2017, it now boasts over 500,000 users, a 5-year search growth of 7,500%. It also introduced Notes in 2023 which is a cross between old-school Twitter and Instagram.

Best Current Practices for Engaging Content

• Variety is key: Utilize different content formats like text, images, videos, and live streams to keep readers engaged. And it can’t be repeated enough, don’t post and ghost! If you are not going to engage with your audience in the comments, DMs, in groups, or on their posts, then you will not be successful.
• Storytelling power: Leverage storytelling techniques to connect with readers on an emotional level. As authors, we should excel in this. Make sure every post has a beginning, middle, and end. In marketing terms, that’s a hook, points, and a call to action. Even on Instagram Reels, you need captions so that the algorithm has words, especially keywords, to evaluate.
• Authenticity matters: Be genuine, and transparent, and let your personality shine through. Embrace your weird, tell your personal experiences, and document what you are doing. This is our superpower that cannot be duplicated by AI. 
• Community focus: Encourage interaction through polls, questions, and conversations. Consider POV, and make sure everything you post is attracting your ideal readers. Don’t be afraid to repel those who would dislike your work or leave one-star reviews. This is the beauty of social media. Don’t forget to cull your followers. You do NOT need 10,000 followers! Those followers who do not engage with you through comments, reactions, saves, or shares are hurting your engagement, as the equation is based on followers for all platforms.

• Hashtags and discoverability: Use relevant hashtags strategically to reach new audiences. But across all platforms, this is becoming less and less important as the apps are now able to read and evaluate the captions, audio, and video for keywords. If you are using video, make sure you have books in the shot! Your background matters, especially on TikTok and YouTube.

Questions?

What are your biggest challenges with social media in 2024? How do you feel about the changes?

Want to know more?

I realize this article was pretty dense. If you made it this far, you are my people! I have a monthly newsletter, Unleashing, that provides digital marketing updates, suggestions, current best practices, and more that you might enjoy. It is designed for those who would rather practice their craft than keep up with the marketing side of their art (authors, artists, musicians, artisans, designers, etc.).

About Kathryn:

If you are interested in knowing more about me or Unleashing the Next Chapter, here you go:

Kathryn McClatchy has been writing since childhood, working in marketing since the 80s, and blogging since 2012 as Unleashing the Next Chapter. She is also the founder and facilitator of the annual Writers Guild of Texas Flash Fiction Contest and host of the Authorpreneurs Unleashed podcast.

Unleashing the Next Chapter has grown into a boutique digital marketing agency serving creative entrepreneurs and their communities through coaching, strategy, and management. UtNC focuses on holistic marketing with an emphasis on Brand, Content, Email, Research, and Social Media. Kathryn is passionate about helping writers and writing organizations learn how to use digital media to build their brands and serve their communities.

Kathryn is a wife, mother, stroke survivor, and service dog partner. She is happily addicted to books, tea, chocolate, D&D, and houseplants (not consistently in that order).

Wishing you a creative and productive 2024!

All images provided by Kathryn McClatchy are either her original work or are linked to their source.

By Dr. Diana Stout

When a baby goes from crawling to walking to running, rarely does she do it in a day. It’s a process of practicing over a number of days, sometimes weeks.

First, she learns to stand by hoisting herself up while clinging to something sturdy. Then, she takes a step or two around the object, all the while grasping it.

Then, she graduates to holding onto a baby walker or some other object that moves as she steps. Even as this new toddler takes her first steps without aid, she’ll fall on her behind once or twice before crossing the entire room successfully.

Is that failure? Not at all. It’s progress. It’s learning. We cheer at her success and ignore the falls. She’s practicing. In time, she’ll be running. All because of repeated practice attempts.

Practice is learning, not failure.

It’s the same process when learning to play any sport, musical instrument, or learning a craft like sewing, welding, or cooking. No one is a master on the first day. The process of learning creates muscle and mind memory, often requiring a mentor, teacher, or a master of that skill. And, more importantly, a cheerleader!

So, why is it when writers receive a critique, get rejected, or don’t know certain grammar rules, they feel like failures? That they’re not good enough? Why do they call critiquers mean? That the publishers aren’t making good decisions? Why is the self-talk so destructive?

Have you ever considered that you might not be practiced enough? That the critiquers aren’t being mean, but that they’re providing you truth and that there’s still more learning to do? Or, that you’re learning from others who might not be qualified enough for you to grow? That you haven’t found your best cheerleader?

Like any new skill being learned, the amount of time spent practicing, the type of practicing performed, and who you practice with determine how fast the skills are mastered.

Writing, like any skill, is a craft that requires practice.

So, you may be asking yourself: how can I practice more? I’ve got a full-time job and children at home, or I’m home all day as a caregiver with little time as my own. I have no money to spend on classes and conferences.

            Answer: Any writing or writing related task you do is practicing. It’s about finding places you can plug writing into that works for you, where writing becomes more of a priority than it might be right now.

Whether you’re writing a first draft—which should be the messiest of all drafts—or are editing or proofing a final draft, it’s all practice.

One important lesson I learned was to stop comparing my progress to other writers. My process and progress are my path, and no two writers’ paths look the same. So, I could see my progress, I learned to chart it, to record hours spent.

Here are other things I did and still do to increase my practice time, some of which might work for you:

Write in the moments, rather than in the hours.

When I had day jobs and was raising a family, I had little writing time. Back then, I wrote in mere minutes: at stoplights, airports, while eating lunch, in waiting rooms, even while standing in line during the holidays. Surprisingly, the busier I was, the more writing I got done.

Carry your work everywhere.

I carried a piece of my work everywhere: pages that needed editing, a beta read I was doing, writing a character journal, or dictating the dialogue for a scene. Small chunks of work that didn’t require deep thinking are perfect for writing in moments.

Today, I carry my Kindle everywhere. If nothing else, I can read how-to books. When editing, I email my final manuscript to my Kindle, where I can read it like a regular book, highlight errors and make notes, and then send those highlights to my email.

Consider reducing other activities.

There came a point where I had far too many other activities that swallowed up my free time: quilting, sewing, painting, socializing, clubs, volunteer work, family tree history, etc.

To determine which activity I’d rather be doing, I made a list, then compared two activities at a time, choosing one and crossing off the other. By the end of the comparison, writing came out as the winner.

Today, I still partake in other activities because I can’t write 24/7, but those activities occur after I’ve practiced writing each day.

I made writing a priority.

Take part in writing sprints.

One thing I learned over time is that when I had a deadline, I wrote faster. Writing sprints can function as mini deadlines. Using a timer, write for 15 minutes with no editing allowed. Stream of consciousness writing only. I found it a great way to start a project or a scene I was dreading. The time allotted becomes a mind dump for getting the idea(s) on paper, which can be edited later.

Even if all you do is write 5-15 minutes a day, it’s practice! And, you’re creating a habit. After a while, you’ll crave those 15 minutes.

Attend write-ins or create your own.

Every day for three hours a day, I meet with a small group of writers in Zoom. We chat for about five minutes at the top of the hour, then mute our microphones and hide our screens, while we write. At the top of the hour, we meet again, state how successful we were in that hour, and then repeat twice more.

That’s not to say that we don’t go down rabbit holes, because we do. It happens. We laugh, and then try again in the next hour. These write-ins are about accountability.

Several participants, myself included, have said that without these write-ins, we wouldn’t be writing as much as we are. Accountability works, even if it’s only a couple times a week.

Twice a year, I participate in a weekend write-in, where we rent a home originally meant for quilters with long tables. We usually have 8-10 participants. At the last write-in, another writer and I plotted out seven books—four of mine and three of hers.

Other times, I’ve written first drafts, outlined, or edited. My current or upcoming projects dictate what I take to the write-in.

More ways to practice writing.

Growing your writing skills involves more than putting new words on paper. It’s finding a balance of learning and practicing. Various things I do:

• Watching webinars, taking classes – looking to learn something new.
• Blogging – Even short non-fiction needs a beginning, middle, climax, and ending.
• Journaling – venting or thinking on paper.
• Becoming a beta reader – we learn faster by teaching, helping others improve.
• Reading – as a writer observing how they create tension, voice, Deep POV, etc.

 Mastering any skill requires practice.

The more practice you achieve, the quicker you’ll master the craft, the skill of writing.

And, even after having achieved master status, I’m still learning and require practice. Ask any musician or any athlete; they’ll tell you the same thing:

Never stop practicing.

What is your favorite writing practice?

About Diana

Dr. Diana Stout just finished teaching her Grammar and Punctuation Made Easy class, where participates said that she had sharpened their skills and made grammar easier, where they excitedly provided examples of their rewrites, showcasing their learning.

With the recent publication of her Gothic historical novelette, Harbor House: Say You Will in the Unlock My Heartanthology  she is practicing writing as she crafts on the sequel, Harbor House: Last Blood, a psychological thriller novel, where the story continues one-hundred years later.

To learn more about her work, visit her website: https//sharpenedpencilsproductions.com.

by Eldred Bird

As writers we’ve all had “show, don’t tell” pounded into our heads by teachers, editors, and other writers. That’s all well and good in most situations, but what if you have a character who doesn’t like to show how they’re feeling. How do you portray their emotional state without coming right out and telling the reader?

I ran into this problem with one of the characters from my James McCarthy adventure/mystery series. Deputy Nestor Yazzi, introduced in the second book, is one of my favorite characters to write—but he’s also one of the most complicated. Nestor is smart, strong-willed, and honest as the day is long. He’s also even-tempered, emotionally reserved, and stone-faced. 

Therein lies the problem. Showing how a character feels when they don’t want to can be a brick wall when faced with bringing emotion to a scene. Here are a few ways I managed to handle the challenge.

Know Your Characters

One of the first, and dare I say the most important things you need to do is get to know your character. I mean really get to know them. This is something you should do with all your characters, no matter what type of person they are. The better you know them, the better you’ll be able to write the things that set them apart from others.

This is especially important with emotionally reserved characters. The signs they give are going to be much more subtle than a more upfront and open character.

You need to ask questions like:

• Where are they from? - Cultural influences carry a lot of weight when it comes to a person’s upbringing.
• What was their family life like? - Parents, siblings, and extended family are the primary influence on a child’s early development and can drive the kind of adult they will become.
• What lines won’t they cross, and what would it take to force them to cross those lines, if at all? - Knowing what a character will and won’t do helps you to shape their reactions to whatever the plot throws at them.
• Why do they hide their feelings? - Really get to the root of this one. It’s going to inform on how you might get them to tear down the wall.
• How do they hide their feelings? - Like Nestor, they may hide behind a cold, expressionless face. People often hide their true feelings behind the mask of another emotion. Maybe your character chooses to hide their fears behind bravado or anger.

These are just a few of the questions I like to ask, but you get the idea. Get to know the character first and your words will ring truer when it comes to their emotional reactions.

Body Language

We all have tells when we’re facing a difficult or upsetting situation. Emotionally suppressed individuals do as well, but the signs are more subtle. You’re not likely to see wild hand gestures or hear loud outbursts peppered with four-letter words. The signs will be harder to spot, but no less powerful. In fact, when written well the emotional impact can be even stronger.

Body language and facial expressions can say a lot about how a person feels about a situation. No matter how hard we try not to react to bad news, our bodies can give us away. It may be as simple as a slight change in skin color or a nervous habit like tapping your fingers on a tabletop.

When faced with an emotional situation, some characters may choose to hide their feelings by simply walking away. We’ll use Nestor Yazzi as an example. In Cold Karma, the third James McCarthy book, Nestor is faced with a reality that cuts him all the way to the core:

The three watched as the tech carefully removed the chain and brushed the remaining soil from the tags. He slipped the lot into a clear bag, then sealed and marked it before handing it over. Nestor took the bag and held it up in the floodlight’s beam. He closed his eyes and paused for a few seconds, and then passed it to James before standing and walking away in silence.

Nestor’s reaction is simple but speaks volumes. In this short passage, we never see any outward display of emotion, but we feel Nestor’s pain none the less.

The “Eyes” Have It

I’ve heard it said that the eyes speak what the mouth cannot. I know it may sound cliche, but they really are the window to the soul. You can tell a lot about someone's emotional state by watching their eyes. 

They may gaze off into the distance in a pensive or thoughtful way. This could be a sign of melancholy or confusion, depending on the context of the scene. A character might avert their eyes indicating they may be hiding a visceral reaction to a particularly gruesome scene. Your character might be a politician and constantly shift their eyes around the room indicating they are not comfortable answering a specific line of questioning.

 Physical changes in the eyes can also indicate different emotional states. Their color may brighten or dull showing a mood change. Redness can also indicate an increase in blood pressure hinting at a reaction of anger. These kinds of changes are involuntary reactions and out of the character’s control, so they work well for those characters who would otherwise not show emotion.

Dialogue

Dialogue is another great place to bring out a character’s emotional state. Changes in speech patterns can be a big indicator of how a character is feeling. They may speed up or slow down their usual pace or use words that they would not normally use.

If you have a character who chooses their words carefully, they may use more contractions when they are excited or under stress. They may also slip in a four-letter word or two when they normally don’t use that kind of language. This requires that you already have a well-established and distinctive style of speaking for each of your characters. That way when they do slip up it becomes obvious to the reader and clues them into the character’s emotional state.

What a character doesn't say can be just as important. They may avoid certain conversations or change the subject entirely, indicating that they are not comfortable talking about the subject. Sometimes they will not speak at all, as in the example given above. The lack of a response can sometimes speak louder than any number of words.

Other Characters

When a character is hesitant to tell you how they feel, you can rely on the other characters to chime in and provide the information. Conversations between other people in the scene are a great place to weave in observations on the emotional state of a character. 

When using this method, be careful to keep the conversation feeling natural. Don’t let it become a dump of information and insight into the reserved character. The people having the conversation aren’t omniscient, so it should be centered around what they’ve observed and how they think someone feels.

An example with two characters:

Will nodded. “Sarah told me about the dog tags this afternoon. She’s still waiting on dental records to make a positive ID. How did Yazzi take it?”

“He didn’t say much, but I think it hit him pretty hard. He barely talked on the way back to the house.”

Same information, but from one character:

 James slid his arm around her shoulders and pulled her in tight. “It’s Nestor. You should have seen his face when they found Virgil’s dog tags. He tried not to show it, but I could tell it hit him pretty hard.”

Both examples give the information we need, but in a natural, conversational way.

A third person narrator can also be used to impart the information. If your narrator is omniscient, they can see into the character’s head and let the reader know what’s going on inside in contrast to the exterior.

 When using a close third-person or a first-person narrator, you will need to stick to what the POV character is aware of. If you’re writing from the stoic character’s POV, then it’s okay to get into their head, otherwise stick to the external observations and opinions of the POV character.

Final Thoughts

Every character presents their own set of challenges for the writer. Put yourself in their shoes and try to feel what they are feeling. Pay close attention to your own reactions and draw on your life experiences. Most of all, don’t give up on them. Complicated characters are the most interesting ones.

How do you handle showing strong emotions in a subtle way? Do you have a favorite example from a favorite author or your own work? Let us know in the comments below.

About Bob

ldred Bird writes contemporary fiction, short stories, and personal essays. He has spent a great deal of time exploring the deserts, forests, and deep canyons inside his home state of Arizona. His James McCarthy adventures, Killing Karma, Catching Karma, and Cold Karma, reflect this love of the Grand Canyon State even as his character solves mysteries amidst danger. Eldred explores the boundaries of short fiction in his stories, The Waking Room, Treble in Paradise: A Tale of Sax and Violins, and The Smell of Fear.

When he’s not writing, Eldred spends time cycling, hiking, and juggling (yes, juggling…bowling balls and 21-inch knives).

His passion for photography allows him to record his travels. He can be found on Twitter or Facebook, or at his website.

Image Credits

Top image by Stock Snap from Pixabay

Second image by Vox-TransMedia from Pixabay