At Written Word Media, we believe that supporting authors starts with understanding them, really understanding them. That’s why we didn’t wait until year’s end to check in.
This spring, we launched our 2025 Mid-Year Author Sentiment Survey to take the pulse of the indie author community. We asked writers across all income levels how things are going: What’s working? What’s changed? And what’s keeping you up at night (besides that one plot twist you haven’t cracked yet)?
The responses? Thoughtful, honest, and incredibly telling.
Now, we’re sharing what we learned—complete with charts, commentary, and insights. So grab your favorite cup of creativity, and let’s dive into the state of indie publishing in 2025.
🧭 Where Are Authors Right Now?
We heard from authors across the spectrum—from first-time publishers to six-figure pros. To better understand how authors are feeling, we looked at four self-reported income tiers:
- Just Starting Out (≤ $500/month)
- Building Momentum ($500–$2,500/month)
- Got Traction ($2,500–$10,000/month)
- Living the Dream ($10,000+/month)
This breakdown gave us a clear picture of how sentiment shifts as authors progress in their careers.
💡 Author Mood, Measured: How Are Authors Feeling About Their Business?
When we asked, “On a scale of 1 to 5, how are you feeling about your author business right now?” the average across all responses was 3.2—right in the middle of the road.
- 41.5% of authors selected “3” — a sign of cautious optimism
- 7.3% selected “5” (feeling amazing), while 17% selected “1 or 2”
💬 What This Means by Author Tier:
- Just Starting Out (≤ $500/month): Avg. sentiment 2.79
Common emotions: Uncertainty, overwhelm, and “Am I doing this right?” - Building Momentum ($500–$2,500/month): Avg. sentiment 3.42
Confidence is rising—this group is seeing traction and optimizing their spend. - Got Traction ($2,500–$10,000/month): Avg. sentiment 3.88
Optimistic and treating this like a serious business. Strategy is key. - Living the Dream ($10,000+/month): Avg. sentiment 3.67
Still positive, but cautious—indicating that scale brings complexity.
One thing’s clear: No matter where you are in the journey, you’re not alone.
💰 Money on the Mind: What’s the Economic Mood?
Ah yes—let’s talk about the budget elephant in the (writing) room. We asked authors, “How is the current economic environment impacting your author business?” Here’s the breakdown:
🟢 Positive or Neutral
44.9% of authors are publishing, promoting, and profiting without major disruption.
🟡 Somewhat negative
A quarter of authors are tightening belts and being more selective with marketing spend.
🔴 Very negative
A smaller group, but their concerns are real. Higher costs and personal finance shifts are making it harder to invest in their work.
📣What Marketing Tactics are Working in 2025?
We asked authors, “Which types of marketing are working for you so far this year?”
💬 The Results:
- Low-cost, direct marketing (like newsletters and promo sites) continues to outperform paid ads.
- Facebook & Amazon Ads show up—but they rank below author-controlled tools.
- Community-based strategies like newsletter swaps, events, and blog tours are still niche, but valuable—especially for authors in genre-specific or relationship-driven spaces.
- “Other” marketing methods reveal both scrappiness and experimentation. Authors reported:
– Grassroots tactics like leaving books in Little Free Libraries or on buses
– Collaborative promotions like bestseller campaigns and virtual tours
– Off-platform strategies such as podcasts, direct sales, and BookBub pushes
🛤️ The Author Journey: What Changes As You Grow?
Each stage of the journey brings unique joys and unique hurdles:
✏️ Just Starting Out (≤ $500/month)
Average sentiment: 2.8
Many are still testing the waters, unsure where to invest and feeling the weight of obscurity.
Written Word Media Tip: Focus on discoverability with low-risk, high-impact options like Promo Stacks and Freebooksy listings.
🚀 Building Momentum ($500–$2,500/month)
Average sentiment: 3.4
This group is starting to see results. Strategy and timing are top of mind.
Written Word Media Tip: Explore layered marketing—pair email promos with Reader Reach Facebook Ads for broader, smarter reach.
🧲 Got Traction ($2,500–$10,000/month)
Average sentiment: 3.9
Authors here are operating like pros. Many are full-time or nearly there.
Written Word Media Tip: Use Reader Reach Amazon Ads to scale efficiently without draining your writing time.
💼 Living the Dream ($10,000+/month)
Average sentiment: 3.7
Even seasoned pros are refining systems, managing teams, and staying agile with evolving platforms.
Written Word Media Tip: Invest in audience segmentation and strategic partnerships to deepen your reach and maximize ROI.
📝 The Comments Section: What Else Did Authors Have to Say?
We asked authors two open-ended questions:
- “What’s one thing Written Word Media could do — or do more of — to help you succeed in 2025?”
- “Is there anything else you’d like to share?”
From those responses, some key themes emerged, with quotes that show how candid, creative, and clear-eyed indie authors are in 2025:
1. 🧠 Strategic Support, Not Just Tools
Authors expressed a strong desire for smarter, genre-specific marketing advice, not generic checklists:
“More strategically placed historical romance promo opportunities.”
“Always good to get suggestions for cozy mystery promos.”
2. ⚖️ Budgeting Wisely in a Changing Economy
Authors are watching every dollar—and asking for support that feels intentional and effective:
“Thanks for asking—Written Word Media does a terrific job. We just need to be more cautious with our spending, so strategic and on-point marketing is crucial.”
“Deals on promos”
3. 🤯 Overwhelm & Uncertainty (Especially in Early Stages)
Authors just getting their footing shared frustration around discoverability and profitability:
“Sell more books listed higher than $0.99. How to sell books and make a profit.”
“I write literary novels that have gotten good reviews and awards, but can’t find its audience.”
“I have a lukewarm mailing list.”
4. 🤖 AI: Curiosity, Concern & Caution
AI came up repeatedly, with a mix of interest and skepticism:
“Discuss the effect AI is having on the industry.”
“The ‘AI’ infestation is hideous and damaging to any brand it touches. Please do not give any credence or time to any ‘AI’ nonsense.”
5. 🧡 Appreciation for the Author Community
Finally, many authors just wanted to say thanks:
“Keep innovating. I’m having some success with contacts from the Subscriber Surge giveaway.”
“Add HUMOR as a category (maybe also Slice of Life).”
“I think you’re doing a good job.”
🧡 Final Words: You’re Not Alone
Being an indie author in 2025 means wearing every hat in the drawer—and sometimes accidentally lighting one on fire.
It means juggling creativity with marketing, resilience with realism. The good news? You’ve got backup. At Written Word Media, we’re here to be your calm in the chaos and your cheerleader in the trenches.
Whether you’re running your first promo or planning a launch for Book 20, we’re proud to support you. You write the words.
✨ We’ll help you find the readers.
Here are three ways we can help:
📅 Schedule a Promo – Stack promos for maximum impact
📈 Explore Reader Reach Ads – Let us manage your ads while you focus on writing
📩 Join our Newsletter – Get fresh insights, tips, and encouragement, straight to your inbox
Here’s to making 2025 your most empowered year yet. We’ll be right here with you, every chapter of the way.