Social Media Priorities and the Trouble with TikTok

First, a quick update, because you have to eat your meat before you get your pudding.

November was a very productive month for me. I’m flirting with a repetitive strain injury with all the time at the keyboard, but it’s really paying off. I participated in the ProWritingAid Challenge (the replacement for NaNoWriMo) and finished the first draft of my next thriller. It’s about a retired FBI forensic psychiatrist whose past comes back to haunt him. I’m plowing through the second draft now and loving it. More on that in the new year.

This fall, I started up the Vocab Menace Series, putting out videos every day. I LOVE WORDS! I love learning their origins and playing with ideas and I’ve had a lot of fun with it. I will continue, but not every day.

Evaluating Social Media

For years, I posted regularly on my writing blog (ChazzWrites.com). That was helpful early in my publishing career. I connected with some wonderful authors and made allies. Eventually, I decided it was best to consolidate my posts on my author blog and only post when I had something new and trenchant to say.

I found that posting everywhere (Bluesky, YouTube, Threads, Instagram, LinkedIn, Medium, Substack, TikTok, and the Book of Faces) takes a lot of time. Not all those platforms are worth the energy I invested.

My take on social media is below, but for a view from all angles, read Enshittification by Corey Doctorow.

And this is the link to Mr. Doctorow’s piece on Medium titled Too Big to Care: Enshittification is a Choice.

My impressions of the usefulness of social media platforms (your mileage may vary):

I find the user interface for Bluesky and Threads unfriendly. The people are nice, but the platforms are not where they need to be yet. Discoverability is an opaque enigma wrapped in a burrito of mystery.

YouTube is good. Eventually, YouTube might pay me actual money.

One of the most active content categories on Medium is writing. Put that in your keywords, and people will look. Medium’s interface is cool, but following and connecting with people there is probably more useful than dedicating too much time to post every day. Because they are so alike, I feel similarly about Substack. I’m posting less on Medium now, more on Substack.

I’m not looking for a job or writing business books, so LinkedIn is a waste of time and energy.

I like Instagram. As a news source, I find many of the creators I follow there provide thoughtful commentary.

For the authors out there, BUT WAIT! THERE’S MORE!

As for Facebook, you can have a lot of followers, but your audience is far too throttled. They want you to pay to have your content seen. There are many ways it’s problematic. However, I connect with my inner circle of readers there.

I enjoy Facebook for my fan page and hope they never delete it. That happens sometimes, and when it happens, you probably won’t even know why. As a writer hoping to sell my work, it’s always best for me to have my own platform that can’t be ripped away.

The trouble with TikTok

TikTok has really fallen in terms of usefulness and tone. I used to be addicted to political debates there, but my favorite content creators left the platform. Others are competent, but very repetitive. Mostly, the live debates are angry people talking over each other. (Oh, and don’t forget the racist trolls. Lots of those.)

TikTok is a special case in some ways. BookTok can be great, but is often repetitive, covering the same few books (read: rarely mine). Also, some of the BookTok drama is ridiculous.

I would pursue book promotion there more avidly, but things are about to change for the worse. If you’re a Canadian author, sending review copies to the United States is expensive. To complicate things further for non-American authors, TikTok will soon become a walled garden, for the United States only. The details on that change are muddy, but when that happens, I won’t be able to reach my American readers through that platform. (That’s a shame. Most of my readers are from the United States.)

Conclusions

When my American readers can only see other Americans on TikTok, the platform’s value will plunge even further.
Between the forest of TikTok-friendly language and the suppression of posts meant to appease political actors and the new owners, TT’s once robust foundation will eventually sink into the shifting sands of irrelevancy.
Unless another app rises in TikTok’s stead, the change in ownership will benefit Instagram.
LinkedIn is for business. Not my business, though.
If you post for self-expression alone, enjoy using whatever platform you like.
From a time management perspective, don’t invest too much energy trying to post everywhere. It’s a lot to keep up with, and the juice isn’t worth the squeeze.
For gaining visibility and leverage social media platforms, follow and engage with people you enjoy.
Authentic engagement has more value than solely sending out signals.
Agents and publishers are obsessed with follower count. They shouldn’t be. Follower count means much less than engagement.
Social media is free to use for book promotion, but you get what you pay for. Author Jason Pargin posts excellent content. He has said that even with all his followers, that work does not translate significantly to a greater readership.
There are plenty of book marketing strategies out there. Some gurus push complicated flow charts of funnels. They all enthuse about newsletters. Some content creators make money from sharing “the newest trick.” The solution to selling books may be going direct, going wide, learning how to advertise (and funding it), keyword optimization, consistent branding, or some combination of all of the above, plus something else. Answers abound, but social media alone surely isn’t the cheap, easy solution.
You can’t make a viral video happen. Others choose that for you. I’ve gone viral once, but only because I made a lot of trolls angry. TikTok hid a lot of the nastiest comments because “the collapsed comments could be detrimental to your mental well-being.” Ha! As if my mental well-being was all that great to begin with! I could see the threats, and I had a peek. I just had to click on them to see the tidal waves of crash-outs.

My question: If the platform’s AI detects mean messages suggesting harm to me, why doesn’t the platform ban those trolls?

The hullabaloo hardly mattered in the end. The experience did lower my estimation of my fellow humans, but I didn’t respond to the trolls much. Arguing with fascists who are determined to be idiots is the ultimate waste of time. Always preserve your peace (between the punching Nazis thing, I mean).

On reaching readers:

All social media platforms suppress your signal to some degree.

To break through all the noise requires time, talent, energy, editing, and savvy marketing. Consistency is paramount, but only if you have the time and energy. As much as I love posting Vocab Menace content, it was cutting into my writing time. To get the next book out, protect that time. Prioritize productivity.

My writing time and energy is paramount to me at present. That much is working. My next thriller will be released early in 2026. That’s a concrete achievement I can measure.

~ REMINDER: Buy your books for Christmas now so you can read them before you wrap them for others. Happy holidays!

FYI: All my work is available on Amazon. Endemic is available everywhere.

October 19, 2025October 19, 2025

The Publishers Weekly Review of Vengeance Is Hers

This is a big deal for me.

Chute’s thought-provoking crime thriller tells the story of Molly Jergins, a bright, restless teenager who grows up in the small town of Poeticule Bay, Maine, a tight-knit, picturesque village floundering and long dominated by a single powerful family. When Keith Faun, the town’s hockey star and the son of its most influential businessman, brutally assaults a younger boy and escapes punishment, Molly finds herself consumed with revenge fantasies. Her petty pranks soon escalate into a campaign to drive the Fauns out of town: she sabotages their family business and publicly damages their credibility, with each act calculated to chip away not only at their sense of untouchability but also the broader community that enables it.

At its core, this novel is an exploration of the insular dynamics unique to small towns—blind loyalty to old families, unthinking hostility toward outsiders, and reflexive protection afforded to their golden boys. What stands out most are not the creative revenge sequences but the way cruelty is normalized: a principal who dismisses violence, a sheriff more concerned with reelection than law enforcement, neighbors who carry on like it’s business as usual. Here, Chute (author of Endemic) pushes readers to consider whether such institutions can really be trusted with justice—or if it falls to individuals to enforce it.

This ethical dilemma is embodied most clearly in Molly herself. While she obviously cares about fairness, her obsessive tendencies leave readers questioning whether she is driven by justice or simply by her power to deliver it. The story’s pace sometimes falters under the sheer number of revenge plots, with these convoluted sequences limiting Molly’s character development—but she remains a complex, morally gray protagonist who readers will want to follow, if only to see how far she will go. Overall, those who are drawn to dark small-town noir will enjoy the clarity with which this gripping tale examines power and complicity.

Takeaway: Dark small-town thriller examining the blurred line between justice and obsession.

Comparable Titles: Gillian Flynn; Paula Hawkins.

Available on Amazon.

October 14, 2025October 14, 2025

Do you want to know how I got these scars?

**Breaking news! Endemic has gone wide!**

Everybody relax. This announcement is not about measles. I’m talking about my multiple award-winning novel Endemic, Within Each of Us, A Power and a Curse. Despite Amazon sabotaging the release of Endemic, it went on to win first place in the genre category of the North Street Book Prize.

Now, I’m doing something different.

This dystopian novel has been exclusive to Amazon since its publication. No more! I recently published it widely (hat tip to Draft2Digital for facilitating that release). After getting such a nice review from Publishers Weekly, I decided that I needed to expand my readership and also get into more libraries.

The list is interesting.

There are so many book sales platforms out there, and a bunch I’d never heard of! Aside from the familiar ones like Barnes & Noble, Overdrive, Kobo, Apple Books, Smashwords, and Baker & Taylor, Endemic is also available on Everand, Odilo, Borrow Box, Vivlio, Tolino, Cloud Library, Gardners, Palace, and Fable.

ENDEMIC’s UNIVERSAL LINK

Selling entertainment sounds like it shouldn’t be hard, but book marketing is hard. Having a book on sale everywhere in some ways adds to that difficulty. On the other hand, Amazon already betrayed me with this book from the start, so I want to give it another chance with new readers.

I’ve experimented with going wide in the past and always came back to Amazon because they knew how to sell books. My faith in their system has since faded, and it’s time to expand my reach to new venues and tactics. I’ve written a lot of apocalyptic epics and killer crime thrillers. To reach new readers around the world, I’m committed to keeping Endemic widely available beyond Amazon and will publish more of my novels widely in the near future.

If you’re curious about Endemic, it’s about an introverted neurodivergent book editor turned urban survivalist gardener caught in the midst of a disaster. Hounded by marauders, bullied by her father, and haunted by her dead therapist, Ovid Fairweather has to make her way in a fallen New York City. She was a nail. She will become a hammer.

That’s Endemic by me, Robert Chazz Chute, and now it’s available on Amazon, but now, it’s also available just about everywhere else!

You can get the ebook, paperback, or hardcover. If you dig it, please leave a review. I’m new to all these platforms, so naturally I’ve got no reviews on them yet.

To clarify: Endemic is still available on Amazon, but here’s the universal link to everywhere else: https://books2read.com/u/bQvkGP.

Thanks! Have a great day, or make it one!

September 25, 2025September 25, 2025

New Publishers Weekly Rave Review of Endemic!

Getting a good review from Publishers Weekly is a big deal. Getting a rave review feels amazing. When Amazon sabotaged my launch of Endemic, the pandemic was raging, and I was in a lot of pain that could only be fixed with eight pounds of titanium and ceramic implants in my hips. I was pretty down. Endemic has won several awards (the best and biggest was the North Street Book Prize). My hips are now fixed, I’m pain-free, and writing consistently again. A review from PW is icing on the literary cake. The PW review of Vengeance Is Hers appears in print mid-October, and PW’s review of Endemic is coming at the end of October.

THE PUBLISHERS WEEKLY REVIEW OF ENDEMIC

Chute is no stranger to dystopian fiction, and he uses Covid-19 as inspiration for this adroit thriller, reimagining New York City as an anarchic, post-pandemic fortress where the remnants of humanity are both brutally vicious and quietly resilient. Introverted and riddled with anxiety, Ovid Fairweather keeps her head down. She maintains a secret rooftop garden, trading produce for the necessities of survival—and small luxuries. Once a book editor, Ovid is the unlikely heroine of her own life, but this existence has cracked her protective shell, and she’s no longer willing to bow to oppressors.

Ovid’s first-person narration captures the bizarre banality of post-apocalyptic life, accompanied by the “voice in my head that spoke like a tough British man.” That wry running commentary plays out against marauders roaming the city streets and looting whomever they please. Everything is scarce (especially trustworthy people), but Ovid would rather fight in New York than flee to safety in Maine, where her cruel father beckons. She’s a protagonist who’s haunted by memories of being belittled and bullied but refuses to accept her past reactions in her present circumstances; when someone who knew Ovid before the pandemic threatens to destroy everything she’s built, she decides it’s no longer enough to outrun her past—she must kill the person she used to be.

While ratcheting up tension with the Memory Keepers, who impose a new level of tyranny and violence, Chute (Our Zombie Hours) keeps the plot focused on Ovid’s evolution. Along with the everyday terrors outside, she hears echoes from past therapy sessions and tries to piece together her fractured identity. But to move forward, Ovid must unleash a long-suppressed part of herself and commit acts she’s only read about in books. The virus in Endemic is a potent force eroding the underpinnings of society, but Chute celebrates the humans who, left to fend for themselves, decide that meek doesn’t mean powerless.

Takeaway: Pandemic ravages NYC but brings reticent woman roaring back to life.

Comparable Titles: Ling Ma’s Severance, Sequoia Nagamatsu’s How High We Go in the Dark.

Production grades
Cover: A
Design and typography: A
Editing: A
Marketing copy: A

Writing Life Update

My wife and daughter are currently enjoying the sunny south of France and mocking me with photos of croissants. They sent me pictures of amazing views of Monaco and Nice, sure, BUT LOOK AT THOSE CROISSANTS!

Meanwhile, I am at home in rainy Other London, cocooning on a stay-at-home writing retreat. I start each day with a long writing session. I’m holding back on spending time on new Vocab Menace videos (just for ten days) to focus on the vaunted Work in Progress. I’m not sure where this thriller is going yet, but I’m enjoying the ride. I’m aiming for 65,000 words (or so). Lately, I’ve been writing BIG HONKIN’ TOMES, so I’m aiming for something that’s delicious but less intimidating to readers who are looking for a quick adventure between the sheets (sheets of paper, you pervs)!

Originally, I’d planned nothing but marathon writing sessions. Thing is, after a few hours at it from the early morning, I need to recharge. It’s turned into an unexpectedly eventful week in the off-writing hours. Yesterday, I had a coffee date and caught up with a fellow writer. I’m reading more, too.

I’ve been riding my bike and hitting the gym for one to two hours a day, cleaned the house, rented a carpet cleaner for the basement carpet, and got a chipped tooth fixed. In the past, I’ve chipped teeth sparring. That was exciting. How I did it this time, I have no idea, but it was expensive and less exciting. Tomorrow, I get to hang out with Russ (my favorite Mennonite, wise sage, and beta reader extraordinaire).

After today’s writing session, I’m spending the day with my son. Archery time is booked after catching up over lunch. I’ll take him for an exciting trip to a grocery store and maybe some temporary tattoos to freak out She Who Must Be Obeyed upon her return from France. I also slept on her side of the bed. She’ll hate that. Vengeance shall be mine!

And she better goddamn well bring me back a croissant. I mean, jeez! Look at those beauties!

There’s still time to work on another chapter. I’m on it. Have a week! (And read and review my books!)

~ Robert

September 10, 2025September 19, 2025

Publishers Weekly Review of Vengeance Is Hers

(This is a big deal to me.)

Takeaway: Dark small-town thriller examining the blurred line between justice and obsession.

Comparable Titles: Gillian Flynn; Paula Hawkins.

Click here to be taken straight to your country’s Amazon store for a great tale of revenge.

September 4, 2025September 5, 2025

Have you reviewed yet? Please do!

Here’s how to leave a quick review on Amazon:

Just in case you’re not sure how, it’s easy, free, and helps me immensely:

It doesn’t have to be long.
Please, no spoilers. You don’t have to recount the plot at all.
Just a brief paragraph of your opinion is plenty.
Let others know how the story made you felt while reading the novel.

And that’s really it! Fast and uncomplicated.

Here’s where to find the button you’re looking for:

On Amazon, click the book you want to review.
Scroll down to the box that reads:
“Write a customer review” and there you go! Done like dinner!

Bonus points:

It’s not required, but if you want to post a picture of the book, or of you holding the book, that gets more attention.

A video gets even more attention if you’re so disposed, but again, it’s not required.

Examples:

Hint:

Of all my work, Vengeance Is Hers is the most recent and needs more reviews. Thanks!

August 28, 2025August 28, 2025

It’s Vocab Menace video roundup time!

A while back I began a side project called Vocab Menace. Besides working away on my WIP, I decided to have a little extra fun with words. Like my protagonist in This Plague of Days, I’m obsessed with dictionaries, so five times a week, I go down a rabbit hole and maybe add a little editorializing. Stephen Miller is a fascist asshole rattlecap, for instance. (Find that little rant below in Make Old-Time Insults New Again!) Enjoy them all!