I’ve been thinking about brands, online personalities, and sincerity a lot lately. Without harping on past posts, let’s summarize the reason for this rumination as recent-past online trauma (if you know, you know).

Something you hear a lot as a new author is figuring out your “brand.” What’s your author brand? Build your author brand in 5 easy steps! Build your brand!

What building your brand should be is targeting your product to your ideal reader. Note: I said product. Your book is a product; you are not a product. I do have an author brand. I call it being a romantic goremonger. I write books with some gory, highly descriptive gross bits (usually medical in nature or having to do with a cadaver) while balancing that with lots of emotional intimacy between the two main characters. My ideal reader also enjoys historicals and is probably queer (or enjoys queer books) since those are basically all that I write. If you like Anne Rice, KJ Charles, Jordan L. Hawk, Cat Sebastian, Allie Therin, and Arden Powell, you’ll probably like my books.

What I don’t like and have come to actively distrust is creatives who treat their social media as an extension of their brand. There’s a big difference between throwing your audience a bone by posting a smutty snippet or sharing some cool research from your latest project and treating everything you post like it’s a direct reflection on you. When the latter happens, often people start posting less about things they actually care about and more about things that will reflect well on them as a brand. It’s the same reason corporations only post rainbow stuff in June or Black history infographics in February. It’s not that they care about any of these groups or want to foster equity of any sort. It’s that if they don’t, it’ll reflect poorly on their public image.

Years ago, I saw this mostly when authors completely refused to post anything “political” on their pages by abstaining from every mentioning a problem a person of color might face or that LGBT people exist. This was mostly due to the fear that people wouldn’t want to buy from them due to their lack of a stance (or conservative stance) on an issue. Unfortunately, we’re also starting to see it happen in the other direction where people make token posts about Palestine or trans rights because they feel they have to, not because they actually give a shit about either group. The idea is once again a preservation of their audience rather than a sincere post about something they care about. I’m totally fine with someone saying, “Hey, I’m not going to post about X because I don’t know enough about it.” I’d rather someone step back and educate themselves than make a knee-jerk post because they feel they have to. You should be supporting people of color, queer people, disabled people, etc. because you want to, not because you feel social pressure to do so. The social pressure on social media can absolutely drive this sort of insincerity, and I hate it immensely. The worst part is how many people seem very happy to tick off the boxes that make someone acceptable before supporting them when in reality it’s all for show and they don’t actually care.

Kara, how do you tell if someone cares? Well, at a glance, you really can’t.

This is the internet where everything is online for all to see, yet nothing is truly real. I think the only way you can truly judge is by looking at patterns of behavior. Do they continue support after X month is over? Do they seem to genuinely care about this topic/group? Do they retweet people who aren’t themselves posting about X thing? At the same time, some people only use their social media accounts for updates about their own stuff, so you have to take that into consideration. At a time where many people want a black and white litmus test for goodness or good rep, I’m here to remind you that nothing is that straightforward.

Going off of this, I will say the one rule of thumb that hasn’t proven me wrong yet is anyone who gets online and touts themself as an authority on anything is probably full of shit. Anyone who acts like they are the most queer, the most trans, the most Latinx, the most whatever because it makes them an absolute, unquestionable authority is probably pulling a Wizard of Oz act and hoping you can’t look behind the curtain to see who they really are. Authority should always be questioned, no matter if it’s in the community or outside of it. I feel like most people who know anything about something know that there is still a lot left to learn, and they are open to criticism or open to new information or outside perspectives. If someone’s online brand is that they are trying to cultivate a following that looks only to them or sees them as the ultimate authority on a marginalization or topic (like publishing), I would be very cautious as those people are usually grifters.

Has the idea of an author brand gone too far? I do kind of think so. The problem truly begins once a person gets a large enough following online. It seems around 3k-5k followers on most platforms is enough for fans/followers to start treating them less as a person and more of some random avatar that they can say whatever they want to as if they don’t have feelings. It’s weird, but I’ve seen it many times where people will suddenly say things to a person with a larger account that they would never say to someone they’re friends with who has 500 followers. The size of the account means the intimacy disappears and with it the humanity of the person holding the account. When we do that, we reduce a real person to only their posts, which makes it easier for grifters to turn themselves into an authority or “brand” that posts only to appease rather than sharing things they actually care about. Ultimately, it’s a problem that lies with the fans/followers as much as the creators. People don’t magically attain a different status when they reach a certain number of followers, and they are never going to appease everyone. Expecting them to do so will only lead to heartbreak, so keep your expectations in moderation and check yourself for parasocial relationships.