Book influencers, though new to the industry in the last few years, have changed the marketing strategies within publishing. In the past, marketers used to focus on internal campaigns and email lists for promotion; now, the modern market offers more personalized options. Do you want a book to get more reviews? Or be trending on all social platforms? You need book influencers in your corner. But what exactly is a book influencer?
Defining Book Influencers
In short, a book influencer is a content creator who dedicates all their posts to one specific niche: books. There are different types of book influencers depending on the platform they have chosen to start their channel. However, the premise is the same for all: they share the book they like and don’t like and give the audience their perspective.
Usually, the influencer’s following has a similar taste or is attracted to the same genre as the account owner. That’s why some social profiles focus on a specific genre, such as classics, fantasy, poetry, etc.
Can book influencers impact book sales?
The answer is yes. With the boom of the digital age and new applications emerging every day, the way people communicate is changing. Today, they prefer content that is more aligned with what they like. The audience also wants to build relationships with these influencers as if they were talking to a friend. Then, according to the analytics in the publishing world, when a book influencer recommends a title, it often results in increased sales.
Even though influencer marketing seems unreliable since every day we see social media celebrities get cancelled, book influencers are more sustainable. The online communities dedicated to books are incredibly supportive of one another. This means that with the right influencer, network publishers can increase their sales and boost their marketing efforts.
Understanding the different types of Book Influencers
Even though there are various mediums through which influencers post their reviews and talk about books, we will discuss the most popular ones today.
1. BookTok
Being such a young platform, TikTok has become one of the leading platforms through which younger generations consume information. Here, book influencers belong to the BookTok community, in which the content consists of short videos in which they can refer to a specific book, author or trend. People can use their creative freedom to connect with the audience; when something unique pops up, it can go viral.
2. Bookstagram
This community has been around for some time, and it is a great way for influencers to connect through buddy reads online book clubs, or even challenges. In the past, Instagram would only allow pictures; however, that has changed, and now the platform also has reels and stories.
The best part about this platform is that people don’t need to show their faces since the focus is on books. Plus, it is a good platform for all marketers to launch campaigns and collaborations.
3. BookTube
BookTube was probably one of the first platforms to create the Book Influencers world. These YouTube channels primarily feature book reviews. Some people talk about the titles they like, while others want to look at what will be published in the upcoming months through ARC’s (Advance Readers Copy).
If you are working in a publishing house, be aware that when sending ARC to influencers, they will give an honest review; working with influencers does not guarantee they will provide a positive comments.
A World of Influencers
Though it might be hard for some people to accept, we live in a world where book influencers have gained tremendous power in increasing sales. Knowing how to use this new marketing tacking and which influencers are valuable is the responsibility of all marketers in the industry.
I have given a general breakdown of book influencers in this article, but if you are interested in learning more, I recommend reading this article. Here, you will find a chronological evolution of the main platforms and the advantages and disadvantages of book influencers.