Photo credit courtesy of Alessandra Ferreri, Wattpad.
1. At the heart of Wattpad’s success is its storytelling. How do you define a “compelling story” in the digital age, and what makes it stand out from the sea of content online?
The great thing about a platform like Wattpad is that a compelling story can mean different things to different people, so there’s truly something for everyone. Writers can connect with readers in real time, and even receive feedback from chapter to chapter, which makes the storytelling even more engaging as it responds directly to fan input. When we consider something "compelling" what we’re looking for is that audience input first and foremost.
Digital storytelling has helped close the gap between creators and their fandoms, and has opened the door for audiences to seek out exactly what they want across many channels, and for a story to stand out, it usually starts with how it’s found and resonates with its audience. And at Wattpad, we look for those signals first.
2. You’ve spent nearly a decade shaping the intersection of online communities and storytelling. Looking back, how have you seen the evolution of digital platforms like Wattpad change not just the content, but the creators themselves?
Early on, creators were happy to have an alternative storytelling platform that allowed them to share their work online without the typical guardrails of traditional publishing. Now, creators are thinking about their community and the fandoms they’ve built, and in some cases even considering adaptations and IP development.
Creators also have more control and visibility than ever before, and platforms like Wattpad give them a global stage to own their narratives. Combined with the exponential opportunities that social media provides, Wattpad creators are no longer just storytellers, but digital entrepreneurs.
3. As someone who specializes in adapting digital stories for screens and bookshelves, what’s the secret sauce for a successful adaptation? Is it about staying true to the original, or reinventing it for new formats?
The best adaptations understand the “why” behind a story’s success and find a way to translate that into another medium. It’s important to not lose the emotional truth, or the specific characteristics of a certain character, tension or scene, for example, that resonates most with the fans. Therefore, while a great adaptation doesn’t often copy and paste, it does translate the core and heartbeat of the story into a new medium for new audiences. And, of course, it helps to have that fan base built in from the start of the process, which is something unique to IP that originates online.
4. Wattpad has such a diverse and global user base. How do you balance the pressures of universal storytelling with the nuanced cultural differences that shape what resonates with audiences in different regions?
Wattpad’s strength lies in its global community. Readers and writers from around the world bring their perspectives, experiences and voices to the platform - so there’s no one-size-fits all approach. Instead, we focus on amplifying voices and perspectives from different regions, while celebrating the universal emotions that connect us all. The approach is less about balancing universal storytelling with nuanced cultural differences, and more about creating a space where both can thrive side by side. The result is a platform that feels both personal and universal - where readers can see themselves reflected and discover perspectives that they hadn’t considered before.
5. Wattpad is often lauded for its data-driven approach to discovering new stories. How do you reconcile the art of storytelling with the science of analytics? Is there a moment when one eclipses the other?
At Wattpad, we see data and creativity as partners. While data can spot early trends and promising stories that readers are loving, and potentially shape where a creator takes the story, it can never truly replace the emotional intuition and creativity behind great storytelling. At the end of the day, storytelling is deeply human, meaning that a successful story can resonate with as little as one person, or become a global phenomenon.
Analytics allow us to hone in on specifics and elevate diverse stories that might have otherwise gone unnoticed, giving emerging writers a chance to shine. It also helps us contextualize what we’re seeing when we combine it with our own research. You can’t tell the whole story by isolating one over the other. The best moments happen when art and data collaborate with one another and when creative instinct is validated by audience connection and real-time feedback.
6. In a time when digital communities are more fragmented than ever, what’s your philosophy when it comes to cultivating a space where creators and readers truly feel a sense of belonging?
Community is at the heart of Wattpad. Every feature we design is meant to help readers and writers around the world connect over shared passions, fears, fantasies, and lived experiences. Digital communities can be fragmented or feel passive, but Wattpad is a space that allows people to truly connect - whether from different generations, cultures, identities, or countries.
True belonging starts with representation and respect. That’s why Wattpad’s democratized platform is essential - we welcome stories from everyone with a story to tell, no matter their identities, cultures or ideas. Additionally, we are deeply committed to community trust and safety, ensuring Wattpad remains a place where creativity can flourish respectfully. That way, creators feel empowered to share their own stories and to see their ideas reflected authentically, without fear of retribution, bullying or arbitrary editing.
7. We’re seeing an increasing convergence between web-comics, web-novels, and traditional publishing. Where do you think storytelling is headed in the next decade, especially as multimedia formats continue to rise?
Storytelling is no longer bound by format, which is really exciting. We’re seeing Wattpad stories come to life across books, TV, film and beyond. Over the next decade, the lines will continue to blur between text, visual and interactive media, and stories will be read, watched and even potentially experienced all at once.
Wattpad and WEBTOON Productions are building a pipeline that not only celebrates young creatives, but will give them opportunities to turn that creativity into global entertainment, as with Anna Todd’s After series, or Tay Marley’s “The QB Bad Boy and Me,” which Tubi adapted as Sidelined starring Noah Beck and inspiring its sequel, Sidelined 2: Intercepted, which is set to premier November 27, 2025.
The future of storytelling is participatory, multi-format, and global - and Wattpad creators are leading the charge.
8. You’ve been described as a “fan-thropologist” in understanding online communities. What does that term mean to you, and how has your personal connection to fandom shaped your professional decisions at Wattpad?
I love that title because it describes how we approach our work here at Wattpad - with a deep appreciation of what drives fan passion and engagement. My team’s experience and knowledge of fan communities allows us to ask more questions and dive deeper to examine the meaningful ways that audiences consume stories, how they collaborate on them, and expand them in meaningful ways. While my team all have our own personal tastes, our focus is on the collective experience, and part of that is being active participants in fandom ourselves in our spare time.
Understanding fandom means understanding people and what drives their appetites, including the need to connect, to imagine, create and be a part of something bigger.
9. In such a fast-paced industry, what’s the biggest challenge you face in staying ahead of the curve when it comes to content creation and adaptation? How do you keep your finger on the pulse of shifting trends without losing sight of the art?
Our biggest advantage to staying ahead of the curve when it comes to trends and what’s landing with readers is our direct connection to audience behavior in real-time. With real-time comments and engagement, we see cultural shifts as they happen, with new genres, stories or authors resonating with various audiences.
This direct connection to our community allows us to be curious and collaborative - listening to our community in real-time rather than chasing current trends. Typically, by the time a cultural trend makes its way to mainstream platforms like TikTok, we can trace its origin back years - sometimes even decades - to our platform. It’s also important to consider that some trends are cyclical and others are evergreen so just because something isn’t trendy right now doesn't mean there isn’t still an appetite for it and it won't come back again in a different shape or form.
10. For the next generation of writers who dream of seeing their work adapted into films or series, what’s one piece of advice you’d give them—not just about the craft of writing, but about understanding the business and the power of digital communities?
My advice would be that community can be a creator’s greatest tool, especially in the digital space, so if you can find a way to engage with your peers and your audience, it can push you to grow through that feedback loop. And above all, they should never lose sight of their passion to tell a story that feels authentic to you - that’s what ultimately resonates and turns good stories into lasting ones.
