Self-publishing refers to an author creating, publishing, marketing, and selling an ebook independently instead of with a traditional publisher. Most self-published authors (aka indie authors) start with ebooks, using services like Amazon KDP, Barnes & Noble, or IngramSpark to make their books available to the public.
People have reported on the growing number of self-published books for over a decade, but it took an even larger leap during the pandemic. In the last five years, self-published titles have increased 264%, totaling approximately $1.25 billion.
How Successful Are Self-Published Authors?
It depends on which authors you look at and what you consider to be "success." In general, self-published authors handle their own marketing and outside services (think: editors, book cover design, etc.), so their money invested and personal skill levels in these areas play a significant role in their success.
We'll look at three general measures for 'success:' books published, money made, and copies sold. Every author has different goals, so one person's success might be another's mediocrity.
If you are simply looking to see your name in print and put books out there for people to buy, self-published authors are very successful. Because you publish them yourself, you can release as many books as you like. It's worth noting, of course, that not all of these books will reach your audience if your quality and marketing are not up to snuff.
In terms of making money, income earned will depend on a self-published author's book sales. A traditional publisher might have the marketing and resources to sell more books, but they will also take a cut of your profits and retain some rights to your work. You will also need to pay an agent, which you almost always need to score a traditional publishing deal.
Self-published authors keep most of the proceeds of their own books, minus the upfront costs of publishing, editors, cover designers, marketing, and other related expenses. Traditional publishers handle all of this for you in exchange for their share of your profits.
Finally, if you are looking primarily to get your books in as many readers' hands as possible, traditionally published authors might be more successful. Many lifelong readers will go their entire lives without ever picking up a self-published book simply because they are often not as well-marketed or promoted as those put out by a large publishing house.
It's worth noting that many authors prefer traditional publishing because it is validating to have a large publishing house stand behind your book. As publishing houses consolidate and industry gatekeeping increases, more people choose to self-publish or go through small press publishers to share their work with the world.
Check out our article on the 'Big 5' publishing houses for more information on traditional publishing and mergers.
Famous Self-Published Authors
Occasionally, a self-published author hits the jackpot with a stellar book that catapults them to the top of the charts. We end up just as familiar with them as with many traditionally published writers. That's the dream!
Some of them (across genres) are:
Andy Weir (The Martian)
Margaret Atwood (The Handmaid's Tale)
EL James (50 Shades of Gray)
Robert Kiyosaki (Rich Dad, Poor Dad)
Irma Rombauer (The Joy of Cooking) Read more about this book in our mini-feature about cookbooks
Christopher Paolini (Eragon) *Note: He self-published the first book at age 15 and scored a publishing deal for the rest of the series the following year.
Hugh Howey (Wool)
Colleen Hoover (It Ends with Us)
These are just a few massively successful self-published authors. You can find many more out there with a quick Google search if you're interested in additional success stories.
Where Can You Find Self-Published Titles?
You can find self-published authors wherever you find traditionally published ones. Most self-published authors create ebooks, so peruse the ebook stores for top-rated indie books. Some self-published authors give Amazon exclusivity over their work in exchange for placement in Kindle Unlimited, so there are quite a few great titles in the KU library.
Instagram, or #Bookstagram, is another place to find and follow your favorite indie authors. Because they do their own marketing, most self-published authors are pretty active on social media pages.
Suggestions for Further Reading
Interested in more info? Check out the following links:
Self-published Books & Authors Sales Statistics [2023] – WordsRated
Traditional Publishing vs. Self Publishing: Pros and Cons - 2023 - MasterClass
Self-publishing may be the answer to shakeups in the book world amid COVID-19 (theconversation.com)
Self-publishing boom sees 59% increase in DIY titles | Self-publishing | The Guardian
10 Successful Self-Published Authors: Indie Success Stories (reedsy.com)
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