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Beyond the Wedding Album Effect: Why Authors Need to Think Like Content Creators
by Writing Workshops Staff
2 weeks ago
The literary world has always been one of quiet contemplation and careful craft, where authors historically let their words speak for themselves. But in today's attention economy, where readers discover their next favorite book through a fifteen-second TikTok video rather than a newspaper review, the rules have fundamentally changed. The question facing every author today isn't whether they should engage with social media; it's how to do it authentically and effectively.
In a recent Substack post by Leigh Stein, we get a masterclass in this exact challenge through her interview with author Sanibel Lazar. Stein's conversation with the "Golden Artichoke Queen herself" reveals something crucial that most authors miss: the difference between creating content that serves you versus content that serves your audience.
The Wedding Album Trap
Lazar introduces a concept that should make every author pause: the "wedding album effect." As she explains, "if people aren't already deeply invested (obsessed) with you, they do not want to hear about your day to day." This insight cuts to the heart of why so much author content fails to gain traction.
Think about it: how many times have you scrolled past an author's post about their writing retreat, their morning coffee routine, or their excitement about receiving advance reader copies? As Lazar puts it, "I'm not famous, strangers on the internet have no reason to stop the scroll when they see my face (or my cover reveal)—as a nobody, I need to provide entertainment to get eyeballs."
This isn't about self-deprecation. It's about strategic thinking. Lazar's approach represents a fundamental shift from author-centric content to audience-centric content. Instead of asking "What do I want to share?" she asks "What does my audience want to watch?"
The Art of Stealth Self-Promotion
What makes Lazar's strategy brilliant is her concept of stealth self-promotion. Her approach is to "use these topics as clickbait then plug my book at the end. My social media persona mimics the tone of my book (satirical, acerbic, a little bitchy/caustic) so my content conveys more than just the subject matter; it's a preview of the voice/sense of humor."
This is content creation gold: every piece of content becomes a sample of what readers can expect from your book. You're not just promoting a product; you're demonstrating its value in real-time.
Consider one of Lazar's breakthrough videos about BAD ESSAY TOPICS Rich Kid Edition. While theoretically aimed at high school students, what audiences latched onto was "the wealth voyeurism element," with comments like "I'm 50 years old but I want to see more of this." The content worked because it entertained first and educated second, with the book promotion woven seamlessly throughout.
The Oblique Strategy
Lazar discovered that "people like (but don't love) wealth content such as '10 brands rich people swear by' because it's too on-the-nose." Instead, she found success in "the oblique approach"—focusing not on conspicuous consumption but on "the secondary characteristics of privilege, which is more interesting."
This oblique strategy is what separates content that entertains from content that captivates. It's the difference between telling your audience what your book is about and showing them why they need it in their lives.
The Reality of Content Creation
Stein's interview also addresses the elephant in the room: the time and effort required for effective content creation. Lazar estimates "an hour per video (30 minutes minimum)" and spends "8-10 hours per week" on content creation overall. But she's developed systems to make it manageable, including filming in bulk and scripting content in advance.
Perhaps most importantly, she advocates for "MVP (minimum viable product) content," explaining that "the simplest (and most efficient) execution of a good idea is sufficient. You don't need to look your absolute best, you don't need to film in an 'aesthetic' environment, you don't need any equipment."
Learning from the Masters
The insights Stein captures in her interview point to a larger truth: successful author content creation isn't about being the most polished or having the biggest budget. It's about understanding your audience, providing genuine value, and maintaining authenticity while being strategically smart about self-promotion.
This is exactly the kind of strategic thinking that authors need to master, and it's precisely what Sanibel Lazar will be teaching in her upcoming seminar.
Your Next Step: Think Like a Content Creator
If Stein's interview with Lazar has you thinking differently about your approach to social media, you're not alone. While still valuable, the traditional model of author promotion—readings, reviews, and literary events—is no longer sufficient in a world where readers increasingly discover books through social platforms.
Sanibel Lazar is offering authors the chance to learn these strategies firsthand in her Think Like a Content Creator: Social Media for Authors 2-Day Zoom Seminar, taking place June 28th and 29th, 2025.
This intensive weekend workshop promises to bridge the gap between brilliant writing and brilliant content creation. Lazar will cover everything from the practical skills of video creation to the strategic thinking behind building an authentic author brand that actually converts followers into readers.
The seminar is designed for authors who understand that in today's publishing landscape, storytelling extends beyond the page. It's for writers who want to learn how to capture attention without compromising their artistic integrity, and who recognize that effective self-promotion is itself a creative skill worth mastering.
As Lazar proves through her own success, you don't need to choose between being a serious writer and being a savvy content creator. With the right approach, these skills can reinforce each other, creating a more sustainable and fulfilling career in literature.
The question isn't whether the landscape has changed—it's whether you're ready to change with it.
Ready to transform your approach to author content? Learn more about Sanibel Lazar's Think Like a Content Creator seminar and secure your spot for the June 28th-29th weekend intensive.
