127. ALESSANDRA FERRERI: Wattpad's Head of Content on fandom and the future of storytelling

This week on LiteraryHype, I'm chatting with Wattpad's Head of Content, Alessandra Ferreri. Whether you grew up on fanfiction or you're curious about what it is and where to start, this conversation is for you. We're talking all about the wild world of fanfiction as writers and readers, as well as how this popular platform is helping to shape the future of reading.

I had an absolute blast chatting with Alessandra, and hearing her take on trends, tropes, and staying true to your inner fangirl.

Wattpad

Watty Awards

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00;00;05;23 - 00;00;12;17
Unknown
Hi and welcome to Literary Hype. I am Stephanie, your literary hype woman, and today's conversation is a little bit different than normal, but

00;00;12;17 - 00;00;24;16
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I normally bring you conversations with authors, but today I have someone who works in a space that brings stories to life, and that person is Alessandra Ferrari.

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She is the head of content for Wattpad,

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You know, home of all my delusions.

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Alessandra and I were both panelists at book on this year, so we got to meet and ended up having a little conversation on a rooftop bar in New York City, which attempt one.

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We got rained on and we had to run through this restaurant trying to find a dry space to film, which we did. And that is where you're getting this conversation.

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We're talking all about how storytelling is evolving through digital spaces and technology. So check out this conversation with Alessandra Ferrari from Wattpad.

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welcome to literary hype.

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Unknown
It's so exciting to get to talk to you about what Wattpad is up to in the bookish space. Thank you so much for having me.

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Unknown
So for anybody who hasn't seen Wattpad or heard about Wattpad, what is this platform? So Wattpad is a storytelling platform. We've been around since 2006, so we're coming up on our 20 year anniversary and it's a platform where you can post a story, any story.

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Unknown
You can write your story serialized chapter by chapter. Really, in any genre, you can hone your craft. You can experiment. And then for a reader, it's a place to discover so many new voices and to really just connect with other readers and also with the writer who's, you know, crafting a story in real time. So it's a really great platform for readers and writers alike and just has a little bit of everything.

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Unknown
we're here in New York for Book Con. What is Wattpad doing out and book on.

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Unknown
Well, this is our first year here at beacon. And I'm here to just kind of see what it's all about.

00;01;54;05 - 00;02;08;29
Unknown
I understand it's only been it's been seven years since the last book con happened. And I remember seeing a book on Booth at New York Comic-Con this year, and it was so beautiful. And I was like, what is this? So I'm really excited just to take it all in and see what writers are doing, what readers are doing.

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Unknown
You know, what everyone's gravitating towards. It really is just kind of a vibe check for us this year, and we're really excited to see what it's all about.

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So you're the head of content at Wattpad. What does that mean and what do you do?

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Unknown
So I'm super lucky that I get to run a really talented and amazing team of content specialists. And really, our job is to understand what our writers are doing, what they're writing, what's trending on the platform? What are some hidden gems and hidden communities and pockets that are happening on the platform?

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Unknown
We also get to see what our readers are really interested in. So we try to follow our audiences to see what is the real heart rate of the platform.

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Unknown
So when I was looking at your bio for Book Con, there was a word in it that I had not seen before. Okay. And that was anthropological. Yes. Which is a super fun, nerdy word. I was like, So what does that mean in the context of a reading community? I first of all, cannot take credit for that.

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Unknown
There are some anthropologists out and about. But I kind of I'm borrowing it because I think it is such a great reflection of some of the work that we're doing as head of content and of course, as my content team. We don't just want to look at what is happening, specifically on the surface. We don't just want to know what's trending, what's popular.

00;03;15;12 - 00;03;46;11
Unknown
We really want to get into the nitty gritty of why it's resonating and what makes it special, what makes it hit and land with our readers. So what is the, you know, anthropological reason for werewolf lore all of a sudden going through mainstream? Or, you know, why is romantic hitting in such a fantastic way? We really want to ask those questions, because Wattpad is such a unique space in that all these different interests and all these different fandoms and interactions happen in real time, all the time, and nobody is really stuck to a specific formula the way you might see in traditional publishing.

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Unknown
Publishing trends come in and out all the time, but on Wattpad, you don't have to follow any rules really. You just get to like, write what your heart is telling you to write. And because of that, we kind of get to see inside the psyche of readers and also the psyche of writers. So when I look at things from a anthropological lens, I'm really doing it because I want to ask questions of like, what is drawing us to the things that we love and why is it impactful?

00;04;07;22 - 00;04;22;02
Unknown
And then we get to use that information and bring it to the publishing industry or to the entertainment industry and say, hey, you should pay attention to this because we think that there's something really special here. And this is what, you know, people want to see a little bit more of, and it helps us give that insight, a bit more broadly.

00;04;22;08 - 00;04;30;11
Unknown
You mentioned that book con hasn't been around for the last seven years. So how has Wattpad helped shape the current reading landscape in that time?

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Unknown
Yeah. The way I like to talk about this is I think that Wattpad kind of operates as like this third space. When you're reading and writing, it can be often a very solitary experience.

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Unknown
And then obviously in the traditional publishing space, it's a very professional experience, but there's a huge gap in between of like when you're ideating to when you're actually consuming that content, on bookshelves or whatever that may be. And I think that that's a really special alternative space to just kind of explore, to have some fun, to really like, test things out and to build an audience and maybe even build out a brand which you've seen with a lot of our writers have gone on to do incredible things and be adapted into different formats, etc..

00;05;05;23 - 00;05;22;00
Unknown
So I think having a space like Wattpad is meant to be that third space of like, how do I just really dig into the stories that I want to read or the stories that I want to write without the outside pressures? And then in those alternative spaces, that's kind of when you get to see, just like organic creativity pop out.

00;05;22;05 - 00;05;39;07
Unknown
And those are actually where like the next big things tend to happen. So it's really exciting to be at a space like Wattpad every day to see that happening in real night, in real time. It's dynamic. It's a little weird. It's crunchy in the best way. It's kind of like everything all at once. And, it's always really exciting to watch that flourish.

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Unknown
Wattpad has that like, it's on both sides where it's like currency, but also not. And, like, sometimes we'll be like, what in the Wattpad? I don't know if you've read. Oh, you'd say that all the time. Yeah. So what is it like for you working in that space where it could go either way? Yeah, I think that at the end of the day with Wattpad, you have to respect it, because I respect the cringe in a way that, I think is important to do.

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Unknown
So it's really easy, especially in spaces that are dominated by women, that are dominated by romance as well, to just dismiss it as being unserious and dismiss it as being something that isn't worth our time. But it is worth our time because there is like there is such deep creativity in that. And when I think about it again from like that anthropological lens, it's bringing a little bit of seriousness, seriousness to that cringe.

00;06;27;04 - 00;06;49;00
Unknown
It's looking at it like this. This is this is someone who is really being vulnerable, who's expressing themselves, who's kind of romanticizing their life or romanticizing a situation in a way that is giving us a, inside look at what they're, like, really looking for. And I think that can be really exciting. So I love it. And I want to, like, lean into that stuff and also recognize that it's a space for escapism and wish fulfillment.

00;06;49;00 - 00;06;58;06
Unknown
And like, none of those things have to be bad things. There is room for everything. I can watch something super serious, I can read something super literary, and then I can go on Wattpad and like, have a good time.

00;06;58;06 - 00;07;02;09
Unknown
So there's a term that is often used in in conjunction with romance.

00;07;02;09 - 00;07;24;20
Unknown
And that is guilty pleasure. Yeah. And I hate that term. So talk a little bit about why we need to, like, broaden our horizons and accept romance as a valid part of the literary community. I think it's important. Just like what you like and have fun with it. And I think with the beauty of things like Booktok and Book con that we're at is that you just get to enjoy what you like completely, shamelessly, as you should.

00;07;24;26 - 00;07;37;22
Unknown
There should be no reason to say like, oh well, I like this, but it's like, just like what you like and have some fun with it. Really, when it comes down to it is like as we express ourselves, like the more open we can be about that and the more we that's how we're going to connect with one another.

00;07;37;22 - 00;07;56;09
Unknown
That's how we're going to make friends, is how we're going to like, you know, find that kinship. So there's no reason to be guilty about the things that we love. It's something that Wattpad embraces every day. You know, you love werewolves. You love where, vampires. You love, you know, enemies to lovers, it doesn't really matter. It's like as long as you're loving something, you can find someone else who loves that same thing.

00;07;56;09 - 00;07;59;24
Unknown
And that's. We're kind of here to facilitate those connections as much as possible.

00;07;59;27 - 00;08;11;22
Unknown
A part of the Wattpad is exploring those allusions. Especially like K-pop is a big area with the delusions. And like all the Jackson Wang fanfic about his partying and now he's addressed it.

00;08;11;24 - 00;08;30;10
Unknown
Did you see that? I didn't know, so. So he onstage during his tour, he said that he's like, I got this reputation for being the party guy. Well, yeah, I think I'm nice. So what's it like for you to kind of get that validation? Because I know you're a K-pop fan, too, so I am, I think the fourth wall has never been so thin.

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Unknown
And that is something that we're just going to have to contend with. Adds people that are in fandom. I remember years and years ago, there was obviously a lot more protections around, like, well, fanfiction was in the corner of the internet that no one really knew about and no one really touched. Now it's so much more blended into the mainstream.

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Unknown
It's in there's like guys in pop culture all the time, and so people are much more aware of it. But that's not necessarily a bad thing. I think being aware of fandoms and being aware of how fans are contributing to their fandoms, fanfiction is inherently participatory. It's us contributing to that lore in some way and translating it in ways that, are inspiring to us.

00;09;06;01 - 00;09;18;10
Unknown
So I think for that reason, it can be really great. And, as long as I think it always comes down to just respecting it. And I think when we respect the content, when we respect the work that fans are putting into these spaces, that's when it could be a really nice thing.

00;09;18;16 - 00;09;21;27
Unknown
How is technology changing storytelling as a whole right now?

00;09;22;00 - 00;09;44;29
Unknown
Technology changes. Storytelling always. Every single time. We are always going to be tied to the technology we have available to us in order to tell our stories. So when you think about, like, the printing press, suddenly like that changed how the format was even received and was distributed. Social media changes the way that we interact with people and tell stories when and going from like image based social media to video based social media changes that as well.

00;09;44;29 - 00;10;03;00
Unknown
So it's changing rapidly all the time. I think it just depends on how we as individuals want to embrace the different technology, as it comes to us. And I mean, Wattpad at the end of the day is also a UGC platform. So we really is up to the user on what technology and what things they want to incorporate into their creative process.

00;10;03;03 - 00;10;05;22
Unknown
For them to craft the kind of things that they want to do.

00;10;05;24 - 00;10;24;04
Unknown
So what is what pad's big secret to creating a robust community for readers? Oh my gosh. I mean, we are a community platform at a really just through and through. And I think that that is such an important thing to maintain and to invest in and to really prioritize across the board. We have seen for 20 years how people connect over stories.

00;10;24;05 - 00;10;42;09
Unknown
It's not a new thing for us. And so that's something that we want to maintain all the time. It's not really a secret to us that community is like, really the important, connector of, you know, fandom and of storytellers. And that reader and writer relationship can be so strong when you give them an opportunity and a space to do so.

00;10;42;11 - 00;10;59;00
Unknown
So that's something that like, again, it's kind of a best kept secret of like, why using Wattpad, being on Wattpad, starting on one pad, coming back to our pad can be such a lucrative and exciting opportunity for readers and writers, because that community is always there. And it's not just here, like in North America. It's a global community.

00;10;59;00 - 00;11;07;13
Unknown
We have people that are reading and writing all over the world. And so, it's less of a secret and more of our best kept secret. I think,

00;11;07;15 - 00;11;22;19
Unknown
Well, Wattpad does have a really great, like, pipeline into the movie space. So how is it like for you guys working with all of these creators to see them reach that level where they're getting even more exposure and getting big names attached to their works?

00;11;22;20 - 00;11;40;06
Unknown
Yeah, it's a really exciting part of the job. I'm going to be perfectly honest with you. Prior to having this role, I worked on our studio in our studio department, so I actually was in charge of our acquisition pipeline. Now we're part of web Toons, larger IP, and creator ecosystem. So Wattpad and web toon web Tunas, webcomics.

00;11;40;06 - 00;11;56;00
Unknown
Wattpad is web novels, but all of us are kind of under the same umbrella. And, so we're all kind of working together in this space to find exciting opportunities for our creators across the board. But it's a wonderful thing to see, but it's also not the only thing that we are doing. And I think that's a really important distinction.

00;11;56;03 - 00;12;16;24
Unknown
I don't want to say that, you know, getting published or getting a movie deal should be the only dream that you have. Like, we see so many writers that are doing so many amazing things from a community level. That are just as exciting. It is obviously amazing to see things in print, and if that is your aspiration, then Wattpad is here to give you the tools to get there, to brand yourself, you know, to build your audience in that way.

00;12;16;27 - 00;12;26;00
Unknown
But there are so many ways to connect to outside of that as well. So I think it really just depends on the authors and what they're excited to do. And then how can we help facilitate those things as much as we can?

00;12;26;02 - 00;12;30;03
Unknown
what what trends do you think that we are on the edge of right now in the book space?

00;12;30;05 - 00;12;58;16
Unknown
That's a really good question. And I do get that question a lot. And I have like two answers for you. One, I'll get into some some trends, but I think that looking at the trends, especially on the Wattpad side, isn't really the point. What's great about Wattpad is that there's a billion trends at any given time. And as someone who's like looking at this stuff all the time, we can kind of see the ebbs and flows, but it's all like our appetites change, our desires change all the time, and it's not as quick as it is, you know, maybe on other social media platforms.

00;12;58;18 - 00;13;14;29
Unknown
Wattpad is here to like for like that longevity. Like we're writing stories from the ground up. We're seeing how they evolve. And so and part of that is also not like leaning into trend. It's kind of just writing what's authentic to you and reading what's authentic to you as well. So when I get those trend questions, I'm like, we do definitely have trends.

00;13;14;29 - 00;13;31;06
Unknown
Like there are things that definitely do really well on the platform. Faded mates, anything across any genre is continuing to just do amazing. Sports romance obviously is going to just continue to grow. And like anything that's very trope focused as well, tends to do really well because we want to know we're getting into it. We want to get excited for that journey.

00;13;31;12 - 00;13;50;17
Unknown
So I find that but that is kind of mirrored with what we're seeing seen on Booktok as well. What I'm really excited about and what I keep an eye out for as much as possible, is those little tiny pockets of hidden gems, those like stories that defy all trends and that are coming out of nowhere. Those are the most exciting communities that I get to stumble across because I'm like, nobody is doing this.

00;13;50;17 - 00;14;00;11
Unknown
And like, I cannot wait to see where it goes, how it grows, how it changes, how it gets remixed. That's the the piece that I'm always excited to look at beyond just the things that are at the very top.

00;14;00;15 - 00;14;10;02
Unknown
What kind of Wattpad fic would young adult be reading? Young Alessandra wishes that she had Wattpad when she was young.

00;14;10;04 - 00;14;28;22
Unknown
I started reading all that when I started working at Wattpad, so and it really completely changed the entire trajectory of my career, but also like how I think about stories. I was such a literary fiction person growing up. I was so like in the publishing space, working in publishing, really looking only at literary fiction. And like, that was the only way for me.

00;14;28;22 - 00;14;32;03
Unknown
And then Shredder for fanfic, and now there's no going back.

00;14;32;03 - 00;14;44;25
Unknown
me, as a kid, like, loved genre, loved horror, loved fantasy, like all of those spaces. And, yeah, I think it would just be a lot of that, which is, you know, that gateway would have been really nice early, but I'm having a renaissance.

00;14;44;26 - 00;15;01;04
Unknown
I feel younger every day. Maybe it's the braces, I don't know. But yeah, I think, like, I would have loved to have Wattpad as a kid. Just because I think it would have just, you know, been a rocket ship of creativity for myself. How do you maintain your joy in reading when it is part of your job?

00;15;01;07 - 00;15;02;14
Unknown
Oh, that's such a good question.

00;15;02;17 - 00;15;18;04
Unknown
It's hard not to have a lot of joy when you work in a space like Wattpad, because we are a company, obviously, that is just here to uplift writers. And so it's it's inherently joyful when you get to like, go on the platform every day and see what people are doing and then like, celebrate them at every milestone.

00;15;18;04 - 00;15;36;12
Unknown
And your first 100 words, your first 100 reads, your first chapter. Like all of those things that we get to see in real time and to see the positive impacts of that can have. So there is just some inherent joy with being able to do that in general. And then also just spoiler. But like our entire office is full of nerds, just like me and you.

00;15;36;14 - 00;15;49;18
Unknown
And so it makes it really joyful and fun to get into that space and get to talk about the exciting things we're seeing, just like we get to talk about and hopefully get to talk about it. That book on is like, what do we love? What are we seeing? What are we excited about? The possibilities are really endless.

00;15;49;18 - 00;16;06;04
Unknown
So that's joyful in and of itself. If you were to write on Wattpad, what would you be writing about? I do write on my pad. I thought, so I do. I had the indication from some of the things I've seen. But I wanted to get confirmation. Yes. No, I do write on a pad. I have to because you cannot.

00;16;06;04 - 00;16;19;29
Unknown
It's like the those who can't do Cheech. I'm not going to be a those who are go op pad don't write and read a lot. I've had I also just love the community itself. So, I have two accounts. I have a private one. That's my secret pen name that you'll never know I'll ever find. But that's where I get to experiment.

00;16;19;29 - 00;16;42;04
Unknown
That's where I, like, really flex. Have some fun, but no one will know. And that's where all of my, original fiction lives. And then on my former, like, actual official account, I write some fun fanfiction. The one I have going on right now is a madman Taylor Swift fanfiction called 1969. What if Taylor Swift lived in the 60s?

00;16;42;07 - 00;16;59;29
Unknown
I'm just really excited about that one. I love to blend some worlds that way. And then right now I'm also drafting a this is I almost I want to tell you because I'm so excited about it, but I will you get the exclusive. Like, I got really inspired watching Temptation Island this week, and so I'm writing a Jurassic Park temptation Island crossover.

00;17;00;04 - 00;17;08;16
Unknown
So just unhinged, you know, just truly. But I mean, that's the point. And that's why it's fun. And honestly, I'm having a blast. So I like to contribute where I can.

00;17;08;18 - 00;17;22;15
Unknown
So the last question we always ask for you is going to be a two parter. Okay, so last question we always ask is what books are you hyped about. So I want to know what Wattpad fix. You're hyped about, but also what traditionally published books that you're hyped about as well.

00;17;22;17 - 00;17;25;02
Unknown
Oh my gosh. Well, I'm on a panel a book on

00;17;25;08 - 00;17;39;15
Unknown
one of our authors on there is named Jess Cancello, and she has her new book, The Blind Date Agreement is coming out, so I'm really excited for that one. I am also what else on Wattpad? I love to look for like little, little freaky things that I can find.

00;17;39;15 - 00;17;55;16
Unknown
And we are going to be kicking off our Waters Awards very soon, and we always get really exciting entries for that. So I always like to keep my library open, so I can add some of those to my reading list. And then on my actual shelf or on my actual like, bedside table. I have some nonfiction, actually.

00;17;55;16 - 00;18;13;15
Unknown
I'm currently reading a book called butts A Back Story, and it's about the history of butts. So you have to balance, you know, we have layers. So that's what I'm doing. We are truly layered and like we have to be. We are unique creatures. We have unique tastes. Yes. So we just got to keep it eclectic. Keep everyone surprised.

00;18;13;17 - 00;18;16;04
Unknown
I love it so much. Thanks for hanging out with literary hype.

00;18;16;09 - 00;18;20;26
Unknown
I'm just, like, so excited to be around bookish people and and just kind of absorb all these things.

00;18;20;26 - 00;18;24;12
Unknown
So thank you so much for having me.

00;18;24;15 - 00;18;33;02
Unknown
Thanks to Alessandra for hanging out with me during our time at Book Con. We had such a great time hanging out. I think we're new best friends. That's just how this works.

00;18;33;05 - 00;18;42;18
Unknown
If you're interested in checking out what stories Wattpad has to offer right now, the link to do so is down below. And don't forget Wattpad is publishing books in your bookstores, so keep an eye out for those as well.

00;18;42;24 - 00;18;49;23
Unknown
If you enjoyed this conversation, don't forget to subscribe to the Literary Hype Podcast. Give us some stars, leave a comment and share with your friends.

00;18;49;27 - 00;18;52;09
Unknown
Thanks so much for listening to the Literary Hype Podcast.