CASE STUDY - ANA HUANG
Ana Huang’s writing journey started when her mother encouraged her to write as a way to practice learning English. Now, she’s a best selling romance author with over 23 million copies of her books sold worldwide!
Like most authors, Ana’s early work saw minimal attention and her first series attracted only about ten readers. The challenge was breaking through the noise as an indie author without the backing of traditional publishing.
“You don’t see all the work and time that goes on behind the scenes that leads to that moment” of success, highlighting how success wasn’t overnight but years of effort.”
Marketing Tactics and Actions
Before Ana published any of her novels, she began by regularly posting chapters of her writing on Wattpad. This serialized format allowed her to engage readers continuously, gather feedback and build anticipation for new chapter releases…a similar approach to that taken by Andy Weir.
She then broadened her communication platforms and began engaging with viewers on TikTok. She created engaging short videos about her book, characters and behind-the-scenes content to build excitement and connection.
Ana adapted her writing based on their responses, connecting with and involving her followers in the book’s development. Once the story was complete, she compiled the full manuscript for self-publishing as an ebook.
It was Ana’s 6th published book (Twisted Love, 2021) that saw her career take off after the novel went viral on TikTok. While her earlier books helped build a small, loyal reader base – especially on Wattpad – the sales were modest.
Focused Marketing Bursts Around Launches
As Ana released more books, she found that concentrated marketing campaigns spanning six to eight weeks before a book release had the greatest impact. These posts included cover reveals, teasers and pre-order pushes. This created momentum and buzz, rather than spreading efforts thinly across longer periods. It also removed the feeling that she was constantly ‘pushing’ sales.
The majority of her engagement is frequently posted across her TikTok, Instagram and Wattpad platforms, where her posts focus on:
· Character insights and backstories
· Writing process updates
· Readers’ interactions and fan content
· Inclusive discussions around romance tropes and representation
· Personal glimpses that humanize her brand
This ongoing communication keeps her audience connected and invested year-round, rather than only during promotional pushes.
Ana fostered a strong connection with readers through interactive social media presence and by addressing diverse and inclusive stories.
“Having different people feel seen… that they are part of the narrative is a very important thing”
Ana’s journey reflects persistence, strategic use of various social channels and consistent but authentic engagement across her channels.
Actionable Steps for Emerging Authors Inspired by Ana Huang’s Marketing
Build and Engage Your Community Early
Consider blogging or posting serialized content chapter by chapter on platforms like Wattpad to grow a dedicated reader base.
Actively respond to comments and messages to foster a strong connection.
Share more than book promotion on your platforms - provide behind-the-scenes content, character insights and writing progress on social media consistently. Focus on storytelling and authenticity rather than overt self-promotion.
Use Concentrated Marketing Bursts Around Launches
Build excitement 6-8 weeks before releasing a book through cover reveals, teasers and pre-orders.
Run giveaways, exclusive content drops, or discounts aligned with these bursts.
Leverage your social media channels and newsletter to create a buzz.
Maintain Consistent Engagement Year-Round
Beyond launch bursts, keep readers engaged with regular posts about writing life, fan interactions, and inclusive content.
Build a personal brand that resonates with your readers’ values and interests.
“You know that saying, overnight successes are usually 10 years in the making? You don’t see all the work and time that goes on behind the scenes”
