Dear Authortubers: Stop Fearmongering.

2 days ago
4 min read

Anybody else fed up with the clickbaity, fear-instilling titles on posts that have to do with writing?

Yeah, it's time to fix that.

This Is A Problem

So what is this trend, and why is it so off-putting?

I've cross-referenced advice on writing and editing for years, and I'd argue that it's not just a trend; it's a marketing style. Every time I open YouTube, the algorithm recommends at least one video with a title like this:

WHY YOUR WORLDBUILDING STINKS!

5 THINGS THAT ARE RUINING YOUR BOOK!

THE 10 WORST MISTAKES AUTHORS MAKE!

DON'T DO THIS IN YOUR NOVEL!

Uncomfortable yet?

This content is relying on its ability to elicit a fear response to force you to click on the video. It knows you'll immediately question your skills, your knowledge, and your career choice at large. Better find out what you're doing wrong, quick, before it's too late and you ruin your own life forever! (Insert heavy amounts of sarcasm.)

I have a hunch that we're seeing these types of titles mostly from authors, as opposed to agents or anyone else in the publishing industry, because the mind of a writer is acutely familiar with fear. Doubt, anxiety, and insecurity are painfully present every day of our careers, and because of this, we know exactly how to prey on each other - especially on the less experienced.

This is not okay.

Once you're aware of the problem, it doesn't necessarily get better. I may avoid clicking on fearmongering titles, but I still see them. If I'm not careful, the words stick in my brain and cast a pall over the rest of my workday. Just because I don't watch the video or read the post doesn't mean it can't affect my thoughts.

Fearmongering isn't confined to the corner of YouTube known as authortube, either. It's part of almost every big-budget marketing campaign you can think of. And when I see it, it repulses me more than ever because now I can put a finger on exactly what makes me squirm.

How different would the world be if we could stop weaponizing fear just to put ourselves ahead? Better yet, what if we weren't so overstimulated by all the noise and static scrabbling for our attention that we could actually think: Is this really going to help?

Most of all, what if those creating content took time to ask: How does this serve my target audience?

How Do We Fix This?

I'll be honest, I'm guilty of utilizing some clickbait strategy in post titles now and then. Heck, I used it for this post's title! And it got you here, didn't it?

One could argue that we have no choice, what with the average attention span being roughly the same as that of a minnow on energy drinks. But that's still the mindset of a content creator thinking about how many views they can get, not about what they can give.

If you're a creator who's fallen into the trap of fearmongering because someone told you it's the only way to succeed (whatever success means), I'm here to tell you it's not your only option. There's nothing to stop you from reevaluating your strategy. Treat the people who value what you're offering with dignity, and they will appreciate it. I guarantee it.

And if you're a - for lack of a better term - consumer who's tired of the barrage, maybe it's time to start tuning your feed to things that offer quality over quantity.

In the end, I think the ultimate defense against fearmongering is mindfulness. Plain and simple. Be mindful about what you're putting out there; be mindful of what you're consuming; be mindful of how you respond. It won't fix it overnight. It's something I'm still working on, as a creator and a consumer. But I sleep better when I've taken time to be my own content filter and ask: Does this really help?

Sign-Off

While we're here, I'm going to take the opportunity to let you know that I'm about to make a pretty decisive change: Onword will no longer be present on Facebook. That means that for the foreseeable future, when I release a new blog post, the only place you'll be able to see it is in your email inbox. (I know, I know, it's a hassle... but hear me out.)

How many bookish gen-Z folk do you actually know who use Facebook? And when's the last time you read a book you saw advertised there? The bottom line is this: I'm not at all impressed with how Facebook works, and my target audience - teens who like books and ships and magical creatures - doesn't hang out there anyway. So, while you are still more than welcome to share my posts on your own social page, make sure you keep a close eye on your inbox around the middle of each month; you'd be surprised at how often anything from Onword ends up in the junk folder!

With that, my friend, I bid you adieu for now. Onward!

~ Lydia