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The same Wattpad features that can make a story popular can also spread a message or idea.
Because Wattpad can quickly reach scores of readers across the globe, stories can stretch far beyond the boundaries of a narrative, taking on a completely different tone and purpose. This might be something as simple as a particular message that you want to share with a large group of people, a call to action, or an idea whose time has come. Regardless, the same tools that allow Wattpad stories to gain traction can also be used for these purposes.
Not long ago, the ranks of writers on Wattpad put out a call for more diversity in books. Seeing this surge in advocacy motivated me to come up with a campaign that would promote physical diversity within books.
At first, I was unsure what I was going to do with the idea. I considered other social media platforms until I realized that I didn’t necessarily need to pursue this idea independent of Wattpad. Wattpad may be grounded in literature that caters to young readers, but the site is also a social media platform. Millions of people come together on the site to share ideas and thoughts, and they interact with each other daily. My campaign is linked to literature, so I decided that Wattpad was a suitable base for my campaign.
At the time I created it, the goal of my campaign, #FreeYourBody, was to inspire authors to write books with characters that were different from the single generic body type (physically attractive, able-bodied, Caucasian) we see continuously in books and other media. All someone has to do is walk outside and notice that everyone looks different. There are different body sizes, skin colors, and conditions, from vitiligo all the way down to something as simple as acne. Literature doesn’t always show this diverse physicality found in the real world. #FreeYourBody was an initiative to give writers the confidence to write about these complex and needed characters, and to create a pool where readers could easily find books linked to the campaign and connect.
I proceeded to create a profile on Wattpad for the campaign. I came up with the name and then reached out to followers of my books to share with them what the campaign meant. As a social site, Wattpad is focused on interaction, so I mentioned that I wanted people to write their own books that depicted physically diverse characters. On Wattpad, books have tags that are similar to hashtags, and books with a particular tag attached to them appear in related searches.
I asked people to tag the books they submitted for the campaign with #FreeYourBody. This kept the campaign cohesive but still open and accessible on a site as large as Wattpad. I also created a small sticker that featured a circular image of the campaign logo for people to put on their books. As covers are often the key element that initially attracts a person to a book, I believed this would be the best way to raise awareness of my movement.
I wasn’t sure what to expect since there had only been a few initiatives like this in the past. However, my doubts and worries were soon allayed. Within a couple of weeks, the #FreeYourBody profile had motivated thousands of followers and hundreds of authors to use the tag. It was overwhelming and honestly quite surprising to see. I hadn’t imagined that my campaign would resonate with and connect so many people.
It became clear that people are on Wattpad to read stories that they connect with and are inspired by. As long as they form an emotional attachment to a certain type of book, they will follow it. For my campaign, it wasn’t a story that connected or inspired them but a message: It’s time to diversify characters’ physical traits.
The moment I knew the campaign had become successful was when an employee of Wattpad contacted me and asked if I would be open to talking to media outlets about the campaign. She mentioned that my timing for the campaign aligned perfectly with the media’s diversity coverage. From there, #FreeYourBody was covered by multiple media outlets, such as Huffington Post Canada, Seventeen, and The Washington Post, with Wattpad HQ supporting me along the way.
The one thing that I have learned through #FreeYourBody is that campaigns can’t be executed passively, especially in the early stages. You can’t create a campaign and then sit back and expect it to do all the work. There is a great deal of marketing to be done because word of the campaign must pick up steam somehow.
You also have to keep the audience interested. One way I did this was by rebooting the campaign, which included revamping the logo. I also created a contest to promote the books using the tag. I put together a collaborative book featuring Wattpad Stars and the #FreeYourBody community that was filled with pieces promoting body positivity.
Galvanizing people to continuously interact with a campaign is the easiest way to success. It’s hard for others to overlook it.
A blank screen is a blank screen, and that’s what’s staring back at you when you start to create something new on Wattpad. That means that new work on Wattpad doesn’t need to be driven by narrative. Each chapter does not necessarily have to be what’s traditionally thought of as a chapter. They can be updates about the campaign, instructions, or blog-style posts.
In the same way, Wattpad user profiles can be used in a variety of ways. I turned one into the #FreeYourBody campaign page, and others have created magazines and contests. I didn’t create characters, chapters, or novels for my page, even though these are things usually associated with Wattpad. Instead, there was a profile, a logo, and a hashtag, and my page fit in perfectly.
Remember that at its core, Wattpad is a site for sharing. Yes, people mostly share stories, but ultimately what you share is up to you.
An advocacy campaign could be made with the greatest intentions in mind, yet it’s possible that no one will hear of it. When this happens, it is likely due to the way that the organizers present the campaign.
If the name of the campaign is not memorable or is irrelevant to the campaign’s goal, then it’s going to struggle to pick up steam. A hashtag might also become diluted if it matches or is similar to an existing hashtag, so check other social media platforms before committing to one. When you do find one, stick to it across Wattpad and all other social media accounts. Using a single hashtag in this way is the best method for leveraging social media.
Next is the goal. The way you word and present your idea for the campaign must be concise, short, and compelling. A few sentences should explain the entire campaign in one go and result in an immediate understanding of the movement’s purpose. The goal for #FreeYourBody is in the “About” section of its Wattpad profile: “#FreeYourBody is a campaign by @TahliePurvis (est. Oct. 19, 2015) to help promote the acceptance of body and skin types, conditions, disorders, and illnesses that are not usually depicted in books.”
If you have a clearly stated goal for your campaign, it shows that you have confidence in your vision and are sincere about what you’re trying to do.
Lastly, appearance is key. The campaign has to look inviting. As with books, people judge first impressions.
Wattpad profiles have a place for a profile picture and a background image. I felt that it was important to associate #FreeYourBody with a specific color. I made the logo for the campaign baby blue. This same color was used in the profile picture of the logo, in the background image, on the stickers that people can place on their book covers, and on all of the campaign books’ covers. This made the campaign memorable and compelling.
As of this writing, I’ve operated #FreeYourBody for just over two years. During that time, I ceded management of the campaign to a Wattpad Ambassador (@Ambassadors). Ambassadors are volunteers who work with Wattpad to make it a safer and better place. I still oversee activities and initiatives, and I have the final say on everything that happens, but giving up the day-to-day duties was a necessary step because singlehandedly running a campaign that had amassed more than eleven thousand followers became a difficult task.
Besides, advocacy campaigns never really end. I think that each becomes a continuous effort. If my goal were ever fulfilled, then the campaign should remain a place to share and celebrate works of diversity. That said, it’s important that you don’t delete your campaign’s account. Even if it ends up being inactive, the campaign should remain visible because the idea should remain accessible.
An understandable concern standing between a Wattpadder and starting a campaign are the trolls. Luckily, trolls are rare, and I attribute that to the fact that Wattpad works hard to create an inclusive and safe environment.
As far as dealing with trolls, a campaign account is different from a personal account. I would not respond on #FreeYourBody in the same way that I would on my writing account. When you are responding as the campaign, you must think of it as a business where you are the owner. Look at what the person is saying, and seek out any useful or constructive comments. If the comment proves to be constructive, then reply kindly. Do not be overly personal, but do not be cold. If the comment holds no use for you or the campaign, then it is easiest to delete the comment or “mute” the offending commenter.
Trolls aside, you’ll find that Wattpad has nurtured a supportive, enthusiastic online community right from the start. Because of this, the best way to approach Wattpad is to view it as something more vital than just a place to read or write. Wattpad itself certainly does.
See Wattpad as a host, and see your ideas as projects that the site can help elevate. If you view Wattpad as a means to connect with people, then your ability to use it in ways beyond stories is almost limitless.
Wattpad is a site for creative people with something to say. All you have to do is open up your mind, log on to Wattpad, and begin.
Tahlie Purvis is a student living in Canada. She won a 2015 Watty Award for her short story, “The Girl He Left Behind,” and became a Wattpad Star. She has written branded content for companies such as TELUS and Netflix.