Written for Influencer Intelligence
Whilst influencer marketing best practice as a process doesn’t differ hugely from one sector to another, there are varying considerations and KPIs when planning influencer strategy and outreach that will hold more relevance to certain brands. The following post will address some of the recommendations for publishers and book brands when working with creators, providing tips on the most efficient ways to execute an effective campaign in this space. Whether a bookshop, publishing company or subscription brand, this post is a blueprint for success.
Objectives
As with any influencer activity, it is essential that marketers in this space identify their audience, campaign objectives and KPIs before thinking about ambassadors. Once the deliverables of the campaign are known, marketers at publishing companies can explore creators who will be best equipped to deliver the right results. In book promotion overall, some common objectives for content creation are sales (driving purchase), reviews (word of mouth recommendation) and community building (tapping into a group of passionate readers).
Content Hooks
Publishers should endeavour to stay on top of any relevant and appropriate events, awareness days or social media trends. Those within the field will be well aware of the #BookTok and #Bookstagram phenomena that united a like-minded army of book lovers. Other trends born on social include the #Shelfie and more granular or niche tags such as #YA. Some events to add to the calendar include World Book Day and National Book Lovers Day. These should underpin any creator content strategy for the year.
Platforms
It is pivotal that marketers determine the most effective platforms for book-related content specifically. Historically, TikTok, Facebook and Instagram have been top forums for book discussion and creator activity, owing to their inherent ability to foster communities and likeminded groups. However companies shouldn’t neglect longer form channels such as YouTube, which allow for a more in depth review of a book’s narrative and merits. In fact, YouTube is home to a variety of book clubs and Q&As as the format lends itself well to more detailed and explorative analysis, without time constraint, as well as tips on how users can start their own. Take strategy off social, researching key book blogs, newsletters and podcasts, using creators as a grassroots mouthpiece.
Campaign type
One of the best ways to solicit reviews and spread the word is to gift books to influencers – though bear in mind this does not guarantee positive feedback. Competitions and giveaways have also proven to work well – particularly with book bundles or signed product owing to a book’s lower price point per unit. This would work best for a subscription company, publisher or bookshop with a wide portfolio of product. Work with your authors on profile interviews and fan Q&As to build awareness. Invite credible influencers to attend book signings, clubs or launch events and capture live content to drive excitement and covetability, which will hit that bookworm community-building objective. Long-form reviews and discussions are most likely to impact sales.
Content Themes
The themes of an influencer campaign will differ dependent on the book or campaign in question, but a good basic starting point would be to dive into the themes and genres of books, their characters and time periods. Task creators with harnessing elements of the story to bring books to life. For new launches, comparisons to existing popular novels or authors will help consumers place it. Furthermore, research which groups are most engaged and target content to where it is likely best received. Publishers should not neglect the pull of a good aesthetic, so tapping into the colour schemes and cover art is another option, particularly on visual-led platforms like Instagram and Pinterest. Bitesize teaser content in which creators unveil their ’top books’ for a certain theme or niche or compare titles to other popular books work well to entice and engage.
Influencer Types
The obvious answer here is to partner with book influencers and enthusiasts, budding authors and reading advocates, who are at core the most engaged, passionate and enthusiastic in the space. Influencer Intelligence has over 2,800 manually-vetted book influencers to choose from, with detailed and granular demographic and psychographic profile filters. There is an engaged community of book reviewers who should be targeted where awareness and sentiment is prioritised. Seek out influencers on a platform-by-platform basis, playing to their content creation strengths. For example, on Instagram, a creator with a strong visual aesthetic is key. Some campaigns will lend themselves to influencers from other verticals, dependent on themes and narratives within the books. For example, readers of the Bridgerton series will likely respond to fashion influencers creating regency-inspired looks from that era, or travel influencers giving a tour of buildings and architecture similar to the images conjured by the books.
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