The 2024 Indie Author Survey by Written Word Media offers some interesting insights—albeit not without its blind spots. While the survey highlights obvious trends like the link between publishing more books and higher earnings, there are nuances that the survey didn’t fully capture, especially for those who’ve found success outside digital norms.
Key Findings
The survey noted a strong correlation between the number of books published and author income. Authors making $100k or more generally had 20+ books in their backlist. But here’s the kicker: Not everyone fits this mold, and traditional marketing advice isn’t a universal solution.
Key Marketing Insights:
- Direct Sales Rising: While 87% of authors still use Amazon, higher earners are also diversifying with direct sales and other platforms. For some, platforms like Kickstarter or their own websites are providing big wins.
- Romance and Fantasy Dominate: The top-earning genres continue to be Romance, Fantasy, and Cozy Mystery. Newcomers to these genres might want to focus on mastering their tropes and reader expectations.
- Marketing Strategy Confusion: The survey found paid ads and Amazon ads labeled as “overrated” by some, but many respondents confirmed their effectiveness. Newsletters, on the other hand, were a mixed bag.
Suggested Changes for Indies
- Leverage Direct Sales Channels: If you’re feeling suffocated by Amazon, explore your own website, or try tools like BookFunnel or Kickstarter to build a loyal fanbase. You can even use QR codes at events to drive digital traffic.
- Focus on Genre Mastery: If you’re writing in high-earning genres like Fantasy or Romance, hone your craft by diving deep into those readers’ preferences.
- Handselling and In-Person Events: The digital world isn’t the only place to win readers. Several indies report success with real-world interactions, supporting their digital efforts with local sales at conventions or book fairs. If digital ads aren’t delivering, focus on in-person marketing and connect with readers directly.
Take the Survey with a Grain of Salt
If there’s anything the varied reactions to this survey have taught us, it’s that one survey can’t define your journey. While it’s helpful to see what’s working for some, there’s no one-size-fits-all blueprint. Your own experiences—whether you’re leveraging IRL events or thriving on a tight-knit niche audience—are just as valuable.
Bottom Line: Use these survey results as a guide, not gospel. Identify where your journey diverges from the broader trends and double down on what’s already working for you. It’s a good motivator, but you don’t have to fit neatly into the data box!
For more details, check out the full survey results here.
