Publishing doesn’t always have to begin with a printed book.
An increasing number of writers are building audiences online before ever approaching a publisher—or choosing to remain digital altogether.
This approach is often called social publishing.
Rather than releasing a finished novel, writers publish chapters, short stories or serialised fiction on platforms where readers can follow along and interact with them.
Popular Social Publishing Platforms
Several websites have built communities around writers and readers, including:
- Wattpad
- Substack
- Patreon
Each platform serves a slightly different purpose.
Wattpad
Wattpad is particularly popular for fiction, especially young adult, romance and fantasy.
Authors publish stories chapter by chapter, allowing readers to comment as the story develops.
Many successful novels—and even films—have started life on Wattpad.
Substack
Originally designed for newsletters, Substack has become a home for long-form writing.
Authors can publish essays, serial fiction or behind-the-scenes content while building an email list of dedicated readers.
Many writers use free newsletters to attract readers before offering premium paid subscriptions.
Patreon
Patreon focuses on membership communities.
Readers subscribe monthly to support their favourite creators in exchange for exclusive content.
For authors, this might include:
- Early chapters
- Bonus scenes
- Character artwork
- World-building notes
- Live Q&A sessions
Advantages of Social Publishing
- Build an audience before publishing
- Receive reader feedback
- Develop a loyal fanbase
- Generate recurring income
- Improve your writing through regular practice
Potential Downsides
One important consideration is first publication rights.
Many traditional publishers expect to acquire unpublished work.
If you’ve already made your entire novel freely available online, some publishers may no longer consider it an unpublished manuscript.
If traditional publishing is your long-term goal, think carefully before posting your complete novel online.
Sharing short stories, bonus material or early drafts is often a safer approach.
How to Choose the Right Publishing Path
After exploring all six options, you might still be wondering:
Which one is right for me?
The answer depends less on your manuscript and more on your personal goals.
There isn’t a universally “best” way to publish.
There is only the route that best matches what you hope to achieve.
Let’s consider a few common priorities.
If You Want to Publish Quickly
Self-publishing and social publishing offer the fastest route to readers.
Without waiting for agents, acquisitions meetings or publishing schedules, you can release your work whenever it’s ready.
If Your Dream Is to See Your Book in Bookshops
Traditional publishing remains your strongest option.
Whether through a Big Five publisher, a mid-sized house or an independent press, these publishers already have established relationships with booksellers and distributors.
While no publisher can guarantee nationwide shelf space, traditional publishing gives you the greatest opportunity.
If You Don’t Want to Pay Upfront
Traditional publishing is the clear winner.
Professional editing, design, printing and distribution are funded by the publisher.
You invest your time—not your money.
If You Want Maximum Royalties
Self-publishing usually offers the highest percentage of each sale.
However, remember that you’ll also be responsible for funding production and marketing.
Higher royalties don’t automatically mean higher profits.
If Creative Control Matters Most
Some authors don’t want anyone changing their title, characters or cover.
If that’s important to you, self-publishing provides complete creative freedom.
Social publishing offers similar flexibility.
Traditional publishing usually involves compromise.
Editors may request revisions, publishers may redesign the cover and marketing teams may influence titles and positioning.
If Marketing Isn’t Your Strength
Traditional publishers can provide valuable support through established sales teams, publicity departments and distribution networks.
That said, even traditionally published authors are expected to promote their own books through interviews, social media, newsletters and public appearances.
Regardless of your publishing path, marketing is now part of being an author.
Your Publishing Journey Doesn’t Have to Follow One Path
One of the biggest misconceptions in publishing is that choosing one route means you’re committed to it forever.
In reality, many modern authors combine different publishing methods throughout their careers.
For example, an author might:
- Traditionally publish a fantasy trilogy.
- Self-publish a collection of short stories.
- Share bonus content on Patreon.
- Release a writing newsletter on Substack.
Each project can have different goals—and therefore a different publishing strategy.
Flexibility has become one of the greatest strengths available to today’s writers.
Final Thoughts
The publishing industry has changed dramatically over the past two decades. Authors now have more opportunities than ever before, but with those opportunities comes the responsibility to make informed decisions.
Whether you pursue a traditional publishing deal, work with an independent press, invest in a reputable hybrid publisher, or take complete control through self-publishing, the key is to understand exactly what each option offers—and what it expects from you in return.
Before submitting your manuscript or investing any money, take time to research the publishers or platforms you’re considering. Read contracts carefully, compare services, and seek professional advice where needed. A well-informed decision today can save considerable time, money and frustration later.
Above all, remember that publishing is not the finish line—it’s the beginning of your journey as an author. The most successful writers continue refining their craft, connecting with readers and learning about the business of books long after their first publication.
There is no single “correct” path to becoming a published author. Success looks different for every writer. The right publishing route is the one that aligns with your goals, your resources and the kind of writing career you want to build.
Editor’s Note: This article is an original work inspired by the concepts discussed in a video on publishing options. It has been completely rewritten and expanded for clarity and readability, with additional context and updated information to help authors better understand today’s publishing landscape.
