Building a Community and Brand Around Your Writing

Insights from London Book Fair 2025

Writers today are expected to be marketers too. Gone are the days when you could just write your book and let someone else worry about getting it to readers. At a recent panel at the London Book Fair 2025, industry experts tackled this very challenge: how do we build communities and brands around our writing without it feeling forced or overwhelming?

The panel brought together Parul Bavishi from London Writers Salon, author Emma Gannon, Georgia Henry from The Pitch Agency, and Rosie Kellett. Their insights offer practical suggestions for writers.

Community vs. Audience: Understanding the Difference

A distinction that emerged clearly during the discussion was between having an “audience” versus building a “community.”

Emma Gannon admitted she feels uncomfortable with terms like audience and followers. She prefers thinking about community-building instead. She highlighted Substack as a platform that creates genuine connections, noting that 100 Substack followers are worth 100,000 (or did she say one million?) on Instagram. The value comes from authentic relationships.

Rosie Kellett shared a similar perspective. She sees social media followers as more of an audience, while her real community lives on Substack and includes the people who show up for her supper clubs.

The takeaway seems clear: meaningful connections ultimately have more value than impressive follower counts.

Online vs. Offline Community Building

Emma Gannon talked about tending to your community through writer retreats. She advocates for smaller, more intimate gatherings rather than chasing big numbers. There’s something to be said for deeper connections with fewer people.

Rosie Kellett emphasized creating warm, welcoming spaces for your community. She noted that working purely online can get lonely and doesn’t provide the human connection that makes community meaningful. Writers are familiar with isolation – perhaps this is why offline connections matter so much.

Can Social Media Build Genuine Community?

Georgia Henry described community as a two-way exchange that provides value through direct interaction with writers. She noted that platforms like TikTok offer immediate interaction opportunities and can serve as effective audience-building tools.

Parul Bavishi acknowledged the challenges of creating true community on social media platforms.

The Author’s Role in Community Building

Emma Gannon reminded writers to keep their priorities straight saying you want to write, not run a community. She views platforms like Substack as side spaces where writers can connect.

Rosie Kellett emphasized authenticity and vulnerability, noting that her most popular Substack posts are those where she’s personal and honest. She advised authors to remove the glossy image while still maintaining appropriate boundaries between public and private life.

Georgia Henry pointed out the niche communities available on platforms like TikTok, encouraging writers to use online spaces strategically to reach their target audiences while recognizing that “there is nothing social about social media.”

Building Your Author Brand

Georgia Henry recommended starting with a fundamental question: “Why am I doing this?” She advised against spreading yourself too thin across multiple platforms, instead focusing on consistency and sustainability like a small restaurant menu where everything is done well.

Rosie Kellett shared her experience of posting TikTok content daily for four months with minimal response until one video suddenly gained traction. The lesson: consistency matters, and having an established presence pays off when something finally connects.

Emma Gannon emphasised authenticity: “It’s about being you – your tone of voice, style, and quality. You are the umbrella for all your interests.”

Platform Selection and Sustainability

When choosing where to invest your time and energy:

Parul Bavishi suggested asking: “What can the platform do for you? Where does your audience show up?” People will follow if you’re providing genuine value.

Emma Gannon recommended email and Substack for longevity. “If you want to be a writer, simplify your life. Write your books and grow your newsletter.”

Rosie Kellett prioritises sustainability, investing most of her time on Substack while ensuring all other platforms lead back there. She complements this online presence with quarterly in-person events that create special, intimate connections.

Final Wisdom

The panel wrapped up with some valuable insights for writers building their platforms:

• Social media can be valuable, but if you’re not enjoying it, don’t do it. – Georgia Henry
• Remember to keep asking yourself: Who are you and what do you want? Don’t follow trends. – Rosie Kellett
• Follow your gut. Do what feels good for you. – Emma Gannon

To sum up: be authentic, do what’s sustainable, and focus on real connections rather than chasing numbers or trends.

Where to Next?

If you’re not yet ready to publish and still need help with your writing, our Creative Writing Course provides structured guidance to develop your craft. Or perhaps you’re looking to refine your work through feedback? You can elevate your manuscript through our monthly Mentoring and Programme Literary Assessments. Contact us for more information.

For those inspired by community-building ideas from this panel, our Writers’ Circle offers a supportive environment to practice building your own micro-community while developing your voice.

Remember what Rosie Kellett emphasised – authenticity matters above all – specially in your writing.

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P.S. Want to follow the experts featured in this panel?

Parul Bavishi co-founded the London Writers Salon with Matt Trinetti.

Emma Gannon is a bestselling author whose books include “The Multi-Hyphen Method,” “Olive,” and “Disconnected.” Find her newsletter and more at emmagannon.co.uk.

Georgia Henry is the Founding Director of The Pitch Agency, which specializes in helping writers develop their author platform and marketing strategy. Find her insights at thepitchagency.com.

Rosie Kellett is the author of “In For Dinner” (Square Peg/Penguin Random House), which combines memoir with recipes from her popular supper club experiences. Her Substack newsletter explores food, community, and writing. Connect with her at rosiekellett.substack.com.