It wasn't even a casual comment. It was something he had thought about. On the surface, it might sound comforting for those of us bone-tired of the algorithmic hamster wheel we have found ourselves on. But it’s also, frankly, bad advice for most writers trying to carve out a space in today’s publishing world.
To be fair, Osman can afford to say such things. He’s not only a bestselling author of the Thursday Murder series, but also a well-known television personality. His book's debut to great fanfare, supported by teams of publicists, industry insiders, and the kind of mainstream media coverage most writers can only dream of. If he chooses not to Tweet, his books will still sell. If he avoids TikTok and Instagram entirely, Waterstones will still display him prominently on tables near the front.
For the rest of us, things look rather different.
Why social media still matters
For debut authors, midlist writers, indie publishers, and frankly, anyone without a household name, social media remains a crucial tool. Not the only one, certainly, and not one that should come at the cost of our mental health or writing time. But a necessary one, nonetheless, which is why his comments have annoyed writers on #BookTok and elsewhere.
Personally, I’ve published two books. Neither came with a publicity budget. Both were released first as ebooks, with paperbacks following later. Social media was not just helpful—it was essential. Every Tweet, every shared review, every Instagram post from a reader was part of the slow, deliberate process of building visibility.
Without that, I suspect my books would have quietly sunk, selling next to zero copies.
This isn’t just anecdotal. Agents and publishers increasingly expect authors to have some kind of platform. That doesn’t mean thousands of followers or viral posts, but rather demonstrating an understanding of how to connect with your audience. That you’re willing to participate in the conversation.
And yes, the conversation can be exhausting. There are days when logging on feels like too much. But the alternative Osman suggests—a dignified silence, a refusal to engage—is only available to those whose reputations precede them. For the rest of us, silence often equals invisibility.
It doesn’t have to be a circus
I’m not arguing for constant content creation or gimmicky videos. I’m arguing for presence. Strategic, thoughtful, manageable presence. Pick a platform you don’t hate. Post when you can. Share your work. Amplify others. Be human. Let readers see the messy, in-progress, imperfect parts of writing a book.
Because here’s the thing: readers want to connect. And when they do connect, they share. Word of mouth—the elusive, powerful force behind many a slow-burn success—often starts online. Sometimes with a tweet. Sometimes with a blog post. Sometimes, with a passing comment that spirals into a community.
Osman’s advice isn’t neutral
It might sound like a small thing, a celebrity writer suggesting we all log off. But words carry weight, especially when spoken from a position of privilege. When successful writers dismiss tools that others rely on, it can obscure the reality of how hard it is to break through. It can perpetuate the myth that good writing is all it takes.
Wouldn’t that be lovely?
But good writing is the starting point. After that comes the long, unglamorous work of getting your words in front of people. And for many of us, that work happens online.
So no, we don’t need to dance on TikTok. We don’t need to be influencers. But we do need to show up—and show our work. Until we reach a point where the books can speak for themselves, we have to do some of the talking.
And that, Mr Osman, is the reality for the rest of us.
Of course, the irony, the confusing part, here is that Osman does DO social media. He has 1.2M Twitter followers and a few hundred thousand on Instagram. Guess what. He posts about his books. Yes, that's correct, he uses social media to publicise his books. So, I don't know, make of it what you will.
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