Thriving as an Introverted Writer in a Video-Obsessed World

How to build an audience from zero when you hate social media marketing.

Hey there, it's Darius from Writing to (L)Earn.

Last week, we mentioned how Substack encourages creators - especially video content creators from TikTok - to redirect their audience to Substack.

I've seen mixed reactions from writers regarding this matter. Some welcomed this move, while others lamented how Substack was supposed to be a haven for writing, not video content. I don't have anything against TikTok creators per se, but I do get the frustration with video platforms. A lot of new writers are often told:

"You should post more on social media to promote your work!"

But the truth is, many writers hate self-promotion. They're also not too keen on posting videos of themselves on Instagram Reels or TikTok just to promote their writing. And yet here come the video creators, who already have massive audiences, flooding in to further saturate the space.

Our main concern now isn't to debate whether video belongs in writing spaces (it's already here), but how introverted, independent writers like you and I can carve out a sustainable writing career without bending to trends we don't like.

The real reason we hate social media marketing (besides just wanting to focus on writing)

Now, I started my writing career with zero audience. I also preferred to avoid social media marketing as much as possible. In fact, I don't even use paid ads to promote my work.

Back when I published my first book, I didn't have anyone on my email list. I began pretty much like every other self-published author out there getting support from the few family and friends who reacted to my posts just to give it some traction.

The one thing I learned over years of trial and error is this: The best way to promote your work as a new, unknown writer is to find the best place to post your "shorter ideas."

It is true that the best calling card is an excellent body of work. It's the most genuine and simple way to gain readers and supporters. But we also know that "just write well and the audience will come” is not going to work if you’re starting from zero (or close to zero).

Instead, the most strategic move is to divide your work into two categories: Your big and short ideas.

Your big ideas will fill the main body of your work, whether that's a long-form article or a book. This is where you share your most important stories and insights.

Meanwhile, the ideas that occur to you out of nowhere, and are often not yet placeable in a whole article or book are your "short ideas." These are usually snippets of thoughts and anecdotes that come to you. And though you might or might not use it later, the idea is complete enough to be shared.

Michael, John, and I talked about this some time ago. Michael often gets some ideas that he feels aren't robust enough for a whole article, so he repurposes them into a Substack Note or a LinkedIn post. John likes to take very long walks and he often jots down a lot of ideas in that period. He doesn't use most of those ideas. But now and then, he writes some of these thoughts on Canva and posts them as an image on Instagram.

One big reason many of us hate self-promotion is that it feels like we're trying too hard to sell ourselves.

But the mindset suddenly changes when you're sharing short ideas. You're no longer yelling to people, "Hey! I wrote something. Read it and subscribe and then pay me!" Instead, you're sharing a genuine thought that might be helpful, entertaining, or relatable. The process helps you identify where your ideas resonate most. And people who are taken by your short ideas will organically want to see more of your work.

This brings us to finding the right two or three platforms that best fit your short ideas. If you truly hate LinkedIn, TikTok, or any other platform, then don't post there. But do find at least two other places where your short ideas are most likely to be well received. You may also post on platforms that you enjoy.

Talk to one or two genuinely interested people

The next step is to find one or two people (preferably outside of friends and family) who are genuinely interested in your work. Then talk to them.

When you're starting out, it's tempting to immediately set certain goals like, "I'll have X number of subscribers in X weeks!" But I think finding one or two people who are organically drawn to your writing is much more effective in the long run.

The thing is, we don't really know who our audience is when we're starting out. We might have an idea, but until we get lots of loyal readers, we won't know for sure. Especially if you're aiming for a paying audience.

“Know your target reader” is common advice, but how do you actually do that? You can do the usual market research methods, sure.

But the simplest and most efficient way to save time and energy is simply to talk to people. So finding a stranger who genuinely finds your work helpful is the best first step to building your marketing strategy.

Establish contact with this person: reach out via email or direct messaging. Be respectful of their time and attention, and see if they are willing to either answer a set of in-depth questions you've prepared or hop into a brief call. (If they're interested enough to do either, chances are, you've already nailed one loyal reader—which every writer needs).

Doing this gives you two benefits:

1. You get to better understand your target audience's real needs and concerns.

2. You build a genuine connection with your reader.

If you find yourself having a hard time finding the “right people,” then it’s likely a sign that you need to reevaluate your offer: Why do you write and who are you writing for exactly?

This clarity helps you craft writing that truly resonates with readers and invites engagement. That's how you create work that gets organically shared and liked.

You're a writer, not a marketer. So avoid trying too hard to act like a marketer

We've all seen writers who are overly focused on marketing: "You're missing out on this massive discount!" or “This will change the way you think about [topic] forever!" It's trying too hard and it rarely works.

In one of our podcast episodes, I've talked about how every writer needs a BS detector. We all have it. And the best way to see if you're trying too hard is to keep your BS detector on: Are you being genuine? Are you offering something truly helpful or informative? Are you doing something you hate just for the clicks?

Yes, some superficial tactics DO work, but they often don’t lead to a lasting audience. Instead of forcing yourself into a marketer’s mindset, lean into what you do best: Writing. Create work that resonates with the right people. Both for your big and short ideas.

When you focus on sharing genuine thoughts and writing with intention, you build a readership that sticks around for your words, not your marketing. And you likely won’t even need to hop into TikTok or Reels.

—Darius, with John & Michael.