Do you need to be an extrovert, or have a huge social network, to successfully promote your work?
Definitely not. While having a social network helps, I’ve seen enough to know that having a large social media following doesn’t necessarily convert into lots of book sales or a bestselling novel. Conversely, I know many bestselling authors who don’t have large social networks or lots of followers. I think what matters most is authenticity and a willingness to engage with readers and other writers in meaningful ways – and not just when you have a book coming out. This is why I believe fostering and building a community in advance of publication is important.
How important is social media in building community?
In this day and age, it’s essential. But it’s not about being on every platform and making authors do TikTok dances to gain followers. It’s about engaging and being present on the platform that suits you best, in a manner you’re comfortable with and in a way that attracts people with whom you share interests/goals.
As a podcaster you’ve interviewed many talented authors. Is there one thing all successful writers have (or do) in common?
Yes. Perseverance. I can’t remember where I read this or if it was someone on the podcast who told me, but the only difference between a published author and an unpublished author (apart from a contract) is that the published author didn’t give up. This is something I have to remind myself of time and again. Very few authors’ journeys to publication are easy. Many who ultimately find success have been quietly toiling away for years. And I’m not saying anything new here when I say, what seems to many people as ‘overnight success’ is usually preceded by years of rejections or books that haven’t done so well or books that have done okay, but then suddenly one gains traction or is optioned for a Netflix series and suddenly everyone is looking at their backlist! As an unpublished author, it is hard to hear people say ‘keep going’ (and I hear this ALL the time!!). But if you stop writing, then that’s inevitable failure. And if you keep going, there’s more chance of success. Right?
What is the best time in the pre-publication journey to start plugging your work? And what’s the difference between ‘spamming’ and promoting?
This is a tricky one. If you’re traditionally published, this can often be dictated by your publishers. If your publisher decides to send advanced reader copies (ARCs) out for example, this could mean that bloggers, bookstagrammers (even podcasters like me!) are already posting reviews on Goodreads or Netgalley etc. And this can sometimes happen months in advance of publication. So that can often be out of an author’s hands. And if you already have a network or followers – particularly if this is your debut publication – then plugging your books early can be a source of great excitement and anticipation. But there is the risk of over-saturation by the time the book is actually published. I understand that the pre-order phase is an important one for many publishers and their authors and so that too may play a role in how much promotion happens and at what stage.
Indie authors, on the other hand, will dance to the beat of their own drum and pre-publication promotion will be hugely important to the marketing plan. But again, all of this happening in a void will most likely feel like spamming to a new audience. So community, in my opinion, is hugely important.
To answer the second part of this question, how you promote is just as important as how often. For example, if you have rarely used social media (maybe one or two posts every few months) but suddenly start posting every day promoting your book with a ‘pre-order now!’ or ‘buy my book!’ it will most likely feel like spam. But if you’re a regular contributor and post a variety of things – again the lead-up to publication can be an exciting phase for your friends/followers who genuinely want to know what’s happening and any exciting things happening for you in the lead-up, like interviews, events or festival appearances.
Claudine Tinellis is a Sydney-based author, podcaster and presenter/moderator. A former corporate lawyer, Claudine ventured into the world of publishing in 2014 as the editor of Coastal Chef and in the years since has dedicated herself to writing fiction and finding varying ways to support the world of Australian literature.
She is an executive founding member of the Northern Beaches Readers Festival and has moderated for many book launches and festivals. In 2024, Claudine moderated at Words out West, the Northern Beaches Readers Festival and the BAD Sydney Crime Festival.
Claudine is the host and producer of Talking Aussie Books – a popular podcast bringing readers and writers of Australian fiction together. With close to 300 different authors interviewed to date, Talking Aussie Books has been ranked number one Australian reading and writing podcast by Feedspot for 2022 and 2023.
Join Claudine Tinellis for her seminar, Setting Up for Success: Build Your Community and Brand, Tuesday 23 September 2025, 6:30-8.30pm, online.
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