How to Build a Platform When You Hate Social Media
I get on calls with amazing authors every week, people who’ve spent decades mastering their craft, leading teams, running labs, writing books, or building companies.
And almost every time, at some point in the conversation, they say the same thing: “I hate social media.”
It’s not the technology they hate. It’s what it represents.
They tell me it feels like a never-ending circus, always changing, always demanding, never satisfied. Too many platforms, too many trends, too little payoff.
For most experts and authors, sharing their work online feels dreadful. They didn’t get into writing, research, or consulting to become influencers. They spent a good portion of their lives doing the real work, building credibility, refining ideas, and creating value in the world.
Now they’re told they have to “build an audience,” and it feels like a full-time job in performance.
They scroll through their feeds and see endless highlight reels, the “look at me” culture, the self-congratulatory posts dressed up as inspiration, and they think, Why would anyone want to waste time with this?
And honestly, they’re right. Most of what’s out there is noise.
The noise doesn’t make the tool useless.
Because while they’re sitting it out, their colleagues, the ones who understand how to use these tools strategically, are getting booked on podcasts, landing speaking gigs, selling books, and building ecosystems that work for them.
They see that it could work. They just don’t understand how to make it work without losing themselves in the process.
That’s where most authors go wrong. They try to “do social media” instead of building a platform.
The Real Reason Authors Hate Social Media
Social media for experts is hard because it feels cringy to talk about yourself or to feel like you’re selling.
Not everyone sharing highlight reels is actually thriving. The person who once sold courses for thousands might now be struggling to make rent.
I say this as someone who’s lived on both sides. I built an entire printing company through social media.
I learned to master it because I knew its powers and what it can do for my business. Not only did we grow, but we made a ton of mistakes that I learned from in growing a brand online.
Then, after writing my book, I started speaking and consulting, and that’s when I realized something.
Most experts don’t really understand marketing. They understand their craft. But going from idea to clear communication to visibility is a different skill entirely.
Building an audience is essential for almost anything today. And even if you don’t have one yet, you can borrow one by guesting on podcasts, partnering with others, or collaborating inside existing communities.
Still, being genuine while learning how to monetize and grow a platform is hard. That’s why publishing companies now require authors to show proof of audience. They need evidence that the people who follow you will actually buy from you.
The “author code” is tricky to crack because it’s layered, part storytelling, part psychology, part consistency.
Authors don’t hate people; they hate not knowing how to be social online. They think their problem is posting, that they’re not doing enough or not doing it at the right time.
But that’s only a tiny part of it.
The real work is understanding what a platform actually is.
The 1,000 True Fans Reality Check
There’s an article I often reference called 1,000 True Fans. It’s about building the first group of people who don’t just follow you, they believe in you.
They look forward to your next post, newsletter, or product. They buy your book, review it, tell their friends about it, and keep showing up.
Getting those first thousand people is the hardest thing you’ll ever do. Because it requires real commitment to your message and to who it’s for.
That’s where positivity comes in. Not fake cheerleading, but choosing to see these platforms as tools, not enemies.
When someone says, “I hate social media,” what they really mean is, “I don’t understand it, and I don’t trust it.” But let’s be real, if you hate something, why would it ever work for you?
The shift happens when you stop seeing it as a chore and start seeing it as placement, how to position your work where it actually matters.
You don’t need to be everywhere. You need to be where it makes sense.
The Ego and the Audience
There are YouTubers who will never touch LinkedIn, and LinkedIn creators who will never touch YouTube. They know their lane and their audience.
Knowing your audience requires letting go of ego. Experts love to believe their work is for everyone.
But it’s not.
Not everyone is interested in your topic. Not everyone cares about your story. And that’s okay.
The goal isn’t to reach everyone. It’s to reach the right ones.
Those first thousand who care enough to read, engage, and spread your message.
To do that, you have to understand what drives them, not demographically, but emotionally. And that comes down to one thing: interest.
From Social Media to Interest Media
We live in an age of interest media. Algorithms don’t push everything to everyone; they amplify what people are genuinely curious about.
Your job isn’t to chase followers. It’s to build gravity around your niche, your ideas, your expertise, your story.
Think about your own feed. It’s not random. It’s full of what you’ve been searching for, reading about, and watching lately.
That’s not an accident. That’s interest at work.
So, instead of asking “How do I grow my social media?” ask “Where are the people who care about what I care about, and how can I serve them better?”
Because once you understand that, you stop playing the algorithm’s game and start building your own.
A Case Study: Jeff Panik and the Power of Presence
My friend Jeff Panik, CFP®, MSFS, CRPS reached out to me not long ago for support with his overall online presence.
Jeff is a wealth of knowledge when it comes to everything financial future-building. He’s written two incredible books, the second just came out, and we even recorded a podcast together that you can check out below.
His mission is simple but profound: to educate people to achieve financial literacy and freedom.
Jeff’s story runs deep. When he was just an infant, his father passed away, leaving his mother to figure out life’s finances alone. Watching that struggle shaped him. It sparked his lifelong mission to not only master money for himself but to teach others how to build stability, confidence, and long-term freedom.
When I asked him why it’s so hard for people to commit to financial structures that could genuinely help them, he said something that stuck with me:
“Lack of education. We’re not taught this stuff in school unless we’re lucky enough to have family members or mentors who show us early how to think long-term.”
That’s exactly why sharing your work and wisdom matters.
Even in a world drowning in information, people rarely have the emotional pathways to connect with what could help them. That’s why your message has to be woven with stories, stories that bridge knowledge and emotion.
Jeff understood that. He jumped fully into video creation, structured his newsletter, and reframed his entire website so it now attracts the right people, those ready to take control of their financial future now.
It’s proof that when you use these tools with intention, they don’t just promote your work, they extend your mission.
Get Jeff’s new book. I promise it’s worth the read. And listen to our podcast episode below.
Also, last week I sat down with two friends, Tim Jacobs and Jeff Mangus, and we talked all things ghostwriting, business development, and helping writers build sustainable creative businesses through their academy. Another great episode worth checking out.
The Framework: How to Build a Platform (Even If You Hate Social Media)
Here’s the truth I’ve learned from doing this work for years and teaching it to hundreds of authors, speakers, and experts.
You don’t need to love social media. You just need to understand how to use it intentionally.
Think of your author platform as a living ecosystem, not a series of random posts. It has three essential layers:
1. The Foundation — Your Website (Your Home Base)
Your website is your headquarters. It’s where your story, your expertise, and your credibility live. Most authors skip this part and rely on rented space like LinkedIn, Instagram, or Substack. But platforms come and go.
Your website is permanent. It’s the digital version of your home. When people land there, they should instantly know:
What you do
Who you help
What to do next
Once this foundation is clear, everything else becomes easier.
2. The Bridge — Your Newsletter (Your Connection Layer)
This is your lifeline to your true audience. It’s how you move from “someone I scrolled past” to “someone I trust.”
I've been developing my newsletter for this past year, and it's helped me in so many ways to structure my next book, get ideas out, and make some amazing connections which have led to business for Rising Authors.
You have to take a moment to think about this.
Even if only 200 people read it, you’ll start seeing real traction because those 200 are engaged. They care. They’re your early tribe.
Write like you’re talking to one person who’s deeply interested in what you’re saying. Teach, share stories, and give them something they can act on. That’s how connection compounds.
3. One Platform You Actually Enjoy
Pick one social platform that feels least painful and most natural for your personality. If you love ideas, use LinkedIn. If you love visuals and storytelling, use Instagram. If you love conversation, use YouTube or podcasts.
Don’t try to master everything, master one. Record short insights. Share stories. Teach. Be generous.
Then, repurpose everything. A single 2-minute video can become a post, a quote, an email, and even a website headline.
The Perspective Shift
Once I understood this, everything changed. I stopped treating social media like a chore and started treating it like a distribution system for meaning.
This is what I do for a living, and what I teach authors to do for themselves. To build visibility that lasts. To gain the attention their work deserves. To become the messenger of their own message.
When you start to love the process, not for the likes, but for the connection, your work reaches people who need it most.
That’s what this is all about.
Not chasing fame. Not feeding algorithms. But changing how you see the tools so the tools can finally work for you.
One platform. One message. One audience at a time.
That’s how you build a platform, even if you hate social media.
Hussein
PS. I help authors build their platform and brand while turning their expertise into speaking, consulting, and client opportunities through killer websites and a standout presence on LinkedIn and YouTube.
My prices will be increasing in the new year. If you have thought about working together or would like to schedule a call to explore potential collaboration, now's the time.
Message me here on LinkedIn or book a call at rising-authors.com
