• Micheal Wills, Historical Author

Michael Wills is a historical fiction author whose novels span early medieval and Viking history. While his books were already available across Amazon and other retailers, Michael wanted to expand his reach and connect directly with readers through social media – particularly those with an interest in history, storytelling, and independent authors.

Challenges

  • Lack of digital visibility: Michael had no dedicated social presence to promote his books or connect with a reading audience.
  • Audience building from scratch: As an independent author, he needed help reaching and growing a niche audience interested in historical fiction.
  • Content planning and branding: Without consistent branding or content, it was difficult to showcase his books and author persona in a professional, engaging way.

Solution

Utterly Social designed a strategic three-month campaign to introduce Michael to social media, build awareness of his books, and drive engagement through storytelling and content tied to his novels.

  • Platform development: Created and launched branded Instagram and Facebook pages, optimised for discoverability and engagement.
  • Content calendar & storytelling: Developed a monthly plan that weaved together book promotions, historical facts, reviews, and behind-the-scenes author insights.
  • Visual branding: Designed eye-catching graphics and quote templates using a cohesive visual identity that reflected the tone of Michael’s work.
  • Community engagement: Encouraged interaction with readers and book lovers through questions, fun facts, and themed posts linked to historical events and dates.

“Using social media is essential for a writer to build an author brand and to grow and maintain a fan base. However, I found that the time required to keep a meaningful presence on the media seriously eroded the time I had for writing. This, in addition to the fact that real expertise is required to maximise effect, led me to ask Utterly Social to take over my social media coverage.

Utterly Social has been instrumental in promoting sales and creating more awareness of my books internationally. As well as leading my Facebook and Twitter campaigns, the company has helped with the sharing of my blog and identifying content of interest to my audience. In addition, Utterly Social has set up and run competitions for me, which have helped to raise the profile of my books.”

– Michael Wills, Historical Novelist

Key services delivered:

  • AUDIT
  • STRATEGY & PLANNING
  • AUDIENCE BUILDING
  • COMMUNITY ENGAGEMENT
  • CHANNEL SET UP
  • SOCIAL MEDIA MANAGEMENT
  • AUTHOR BRANDING
  • CONTENT CREATION
  • CONTENT PUBLISHING
  • COMPETITIONS
  • SOCIAL MEDIA ADVERTISING
  • ANALYTICS & REPORTING

Results

  • Established online presence: Michael now has professional, on-brand social channels to promote his books and connect with readers.
  • Grew a niche audience: Built a growing following of historical fiction fans and book lovers who regularly engage with content.
  • Boosted visibility: Increased awareness of Michael’s back catalogue and new releases through creative, shareable content.
  • Ongoing platform: Michael now has the tools and foundation to continue marketing his work independently or with future support.
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