Big Things Coming Soon — Stay Tuned!

by Dietrich

We’ve all seen authors dropping cryptic hints on social media about big news they can’t share yet. Teasers that spark curiosity but also prompt questions like, Why the secrecy? and Who decides what to share and when? 

Vague posts like Big things coming soon, stay tuned! build anticipation while respecting professional constraints. The publishing world is complex, with agents, publishers, editors, and marketing teams all shaping when and how news is shared. Contracts may still be in negotiation, cover art might not be finalized, or the publisher may want to align an announcement with a broader marketing campaign. Teasing news without revealing details allows writers to connect with their audience, maintain momentum, and signal that something “exciting” is in the works, all while keeping specifics under wraps.

The decision of what and when to share isn’t necessarily up to the writer. Publishers often set guidelines in order to maximize impact. A major book deal or movie adaptation might need coordination with press releases, trade announcements, or events like the Frankfurt Book Fair or the U.S. Book Show. Agents may also advise writers to keep mum to avoid jeopardizing a deal or breaching confidentiality. A contract might include a clause requiring silence until all parties have signed off.

Independent authors or those with established platforms may have more flexibility. They might tease a book’s release date or share snippets of a work-in-progress to gauge audience interest. Even then, timing is important—revealing too much too soon can dilute anticipation, while waiting too long risks a loss of momentum.

Personally, I don’t follow a lot of hard-and-fast rules, but I do stick to a few guiding principles like not revealing a book’s title too far in advance. I also tend not to share many details about what I’m currently working on—not out of paranoia or secrecy, but because a work-in-progress is fluid and many elements are subject to change.

Common sense means deferring to agents and publishers. If they say wait, I wait. When I share news, I aim to time it right, revealing just enough to build anticipation and spark curiosity. Readers appreciate getting a glimpse of what an author’s up to and feeling included in the process.

It’s all about striking the right balance. And when I do share, I want the news to feel genuine, not gimmicky. While I’m excited about any new release (and what author isn’t?), I want to share that energy in a way that invites readers to join the journey. It’s more than just a tease; I want it to be a promise of something worth waiting for.