How writers are building platforms on TikTok and Instagram, and why agencies are rethinking what it means to manage literary talent.
Once upon a time, an author’s career was shaped almost entirely by publishing houses and the promotional machine behind them.
Today, a growing number of writers are taking control of their own audiences – building communities on TikTok, Instagram, and even YouTube – effectively becoming influencers in their own right.
For literary agencies, this shift is impossible to ignore. The traditional remit of securing book deals is expanding into brand partnerships, live events, podcasts, and TV opportunities.
BookTok and the Power of Community
TikTok has become a global driver of book sales, with the hashtag #BookTok surpassing 200 billion views. Authors who learn to harness the platform often see dramatic boosts to their careers. Take Colleen Hoover, whose novels like It Ends With Us surged to bestseller status years after release, largely thanks to viral BookTok recommendations.
Agencies are now recognising that author visibility online is not optional — it’s often a make-or-break factor in driving sales and landing high-value deals.
Authors as Multi-Platform Influencers
Some writers have leaned into the influencer model from the outset. Jenny Han, author of To All the Boys I’ve Loved Before and The Summer I Turned Pretty has built an engaged online presence alongside her bestselling novels. Her social media presence helped fuel Netflix adaptations and new TV projects, creating a cross-media career far beyond the page.
In the UK, Alice Oseman, creator of Heartstopper, began with a webcomic that developed a passionate online following before evolving into a best-selling graphic novel series and a hit Netflix adaptation. Oseman’s strong connection with her digital fanbase demonstrates how authors can directly cultivate audiences that support multi-platform opportunities.
These examples show a broader trend: writers are no longer just voices behind the page, but visible figures shaping conversation and culture online.
What This Means for Literary Agencies
For agencies, managing authors now extends into the creator economy. That can mean:
- Negotiating brand partnerships where an author’s platform aligns with consumer products.
- Supporting digital content strategies, helping writers position themselves authentically on BookTok or Instagram.
- Protecting IP across mediums, ensuring social-first content doesn’t dilute long-term book and adaptation rights.
- Exploring crossover opportunities, such as podcasts, speaking tours, or TV roles that stem from online influence.
Agencies that once focused solely on publishing contracts are now competing with influencer managers for the same space — a sign of how talent management is converging across industries.
The Future of the Author-Influencer
As the lines between author and influencer blur, the most successful writers may be those who can tell stories both on and off the page. For agencies, the challenge will be striking the right balance: preserving the craft of writing while maximising the opportunities that come with a loyal online following.
The publishing world has always run on visibility – today, that visibility is increasingly measured in views, likes, and shares.
