I participated in the #PitMad event on Twitter yesterday. You can read more about it (here), but basically, the goal is to pitch your ready-to-submit novel in a single tweet. If an agent or publisher is interested, they will like the tweet, signalling that you should feel free to get in touch with them. Many agency representatives will also comment directly on the pitch tweet, asking you to send a set of materials to an email address.
In theory, this is an interesting way to get yourself and your work out there, especially if you don’t live on the East Coast and run outside of traditional publishing circles.
In practice, Twitter is still Twitter, and #PitMad is a popularity contest.
Tweets generally gain traction because people “like” them (by which I mean that people click on the heart button), which causes them to appear on other people’s timelines, as well as on the feed for any hashtags you’ve used. Once a tweet accumulates a certain number of likes, that’s when people start retweeting and commenting.
Because the rules of #PitMad say that you can’t like a pitch tweet if you’re not an agent or publisher, however, the tweet needs to receive other types of engagement in order to appear on the tag and on people’s timelines.
For people who aren’t on the Horrible Birdsite, I should probably clarify that Twitter doesn’t show users a chronological feed of content, and that its algorithm doesn’t display the tweets of the people you follow unless it deems them noteworthy. Someone’s tweet can be noteworthy either because you’ve made an effort to go onto their individual page and “like” everything they post, or because the tweet has already gotten enough attention from other sources. Otherwise, the tweet is invisible, and it most certainly doesn’t appear on the tags.
So, in order for #PitMad to work, you have to make plans in advance for people to comment on and retweet your pitch tweet. These markers of engagement will render your tweet visible and will also push it far enough up the tag for agents and publishers to actually see it.
If you have friends in the literary community, or just friends in general, you’re going to need to convince enough of them to shill for you that your tweet passes the minimum threshold of algorithmic engagement to start getting attention organically.
And there is no shame in this! This is what friends and colleagues are for, to help and support each other and work together toward your shared and mutual success.
But what happens if you’re a shy and introverted person like me? Which is to say, what if you are deeply afraid of ever causing trouble for anyone or creating awkwardness by asking for help?
This may seem like an unreasonable thing to be worried about, since “Even if you delete it later, could you please retweet and comment on my #PitMad tweet” isn’t that big of a favor, especially if it results in someone you know getting a publishing deal and thanking you in the acknowledgments of their book.
My own experience, however, was that I lost almost ten followers on Twitter during #PitMad yesterday. In other words, a handful of people who followed me got so upset and offended that I’m trying to pitch an original project that they didn’t just mute me, but they actually went through an additional sequence of button presses to unfollow me. And that’s tough to handle, especially since my pitch tweet didn’t actually go anywhere. I think it’s fair to say that this experience didn’t inspire me with a sense of self-confidence.
I know there might be people out there reading this and thinking, “Well, maybe your pitch just wasn’t that good.” And you know what? Maybe! But this isn’t about whether any given pitch is actually good or not; it’s about how Twitter functions as a platform.
Essentially, if you’re not comfortable enough on Twitter to already have the sort of following that you can reach out to, both broadly and at an individual level, in order to get people to shill for you and engage with your #PitMad tweet, then you’re going to have a disappointing experience.
If you are comfortable with this level of interaction on Twitter, then you’re going to need at least a hundred retweets and two or three dozen comments (including your own replies) in order for your pitch tweet to start gathering steam. Based on what I saw ysterday, publishers and agents started to be interested in tweets that had at least three hundred retweets and fifty or sixty comments. Again, this is just based on what I saw, but the people who were able to pull this off tended to have at least 2,500 followers.
To emphasize this once again, #PitMad is a Twitter popularity contest.
And being on Twitter isn’t that easy. Some people take to the platform naturally, of course, but it can be difficult to gain and retain followers, even if you have a brand and a niche and the time and energy to produce a constant stream of content. It’s been a struggle for me personally, especially as someone who’s become very sensitive to the general ambiance of outrage, hot takes, and assorted unpleasantness that feeds Twitter’s engagement algorithms. It’s important to be able to curate your online experience, but Twitter is infamously bad about showing you things that are specifically designed to upset you. Even if you surround yourself with friends and allies, and even if you’re diligent about blocking and muting, Twitter can be a mental health nightmare.
So I guess I have two recommendations.
First, if you’re going to participate in #PitMad, you need to plan for it in advance, and you need to be aggressive in signing on friends and colleagues to boost your pitch. In all honesty, this is probably good practice for promoting your published work.
That being said, a lot of people – especially other writers – tend not to like it if they feel that you’re cultivating their friendship or goodwill for the sole purpose of promoting yourself, and being around someone who is constantly hustling can be exhausting. If you’re the sort of person who is naturally extroverted and crowd-pleasing, and if you don’t mind certain quieter people drifting away from you, then you probably have a ton of followers on Twitter already.
And this isn’t to say that people like this don’t write and publish amazing and fantastic books! I also don’t want to suggest that “fake it till you make it” isn’t a legitimate strategy. Really, go out there and live your best life, but be aware that participating in #PitMad requires planning and prepwork.
Second, if you’re more introverted and tend to keep the time you spend on social media limited, then #PitMad can be a good way to strengthen the ties you have with your writer friends while hopefully making a few new friends along the way.
Still, because of how Twitter works (and doesn’t work) as a platform, the event has the potential to be a disappointing experience that punches you right in the self-esteem, and you might be better off connecting with potential agents and publishers on a more personal level.
In any case, all of the pitches I saw yesterday were excellent. If nothing else, it was a lot of fun to read through the hashtag, and I would happily sit down and spend time with every single one of those books in the making.