BookTok, Bookstagram, BookTube: Literary influence has a new home

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With over 100 billion views, #Booktok offers literature lovers of all kinds a place to share their love of books and reading. Melusine Huguet, Head of Social Media (France) at HarperCollins, talks about the challenges of literary influencer marketing on TikTok and why the platform will be a key pillar of the company’s social media strategy in 2023.


What is driving influencer marketing in the book industry?
There is a community of influencers that is emerging thanks to BookTube, BookTok and Bookstagram. Literary communities on social media are very different from communities in segments like fashion or lifestyle. They are much more niche. The size of the communities is very different.

New platforms are emerging. Especially on TikTok, literary communities are growing . vp safety email database They are bigger and trend-driven. You don’t just have to follow influencers in your own language, you can follow them in any language, so that barrier doesn’t exist anymore. There has been a shift from blogs to social media. There are more posts focused on photos or montages. It’s ephemeral and less focused on the content of the book.

The challenge is the evolution of platforms and the emergence of new networks such as TikTok or Twitch . On TikTok there are new codes to understand, new communities to build. It may seem like we are duplicating work, but in reality we have to adapt to each network and each way of communicating.

Where are the opportunities for literary influencer campaigns on TikTok?
Literary content works really well on TikTok. Telling stories about the content of a book interests and engages people, but there are many other things that work too. Trends adapt well to books . There are people who dance with the book in their hand, but most of the time it is about groundbreaking sounds that we exploit by adapting the trend or using lip syncing.

#BookTok works really well. TikTok also recently launched the TikTok Book Club , which has been really good for us because the competition hasn’t really exploited it yet. It’s a totally different way of communicating. It’s useful for selections, it allows us to showcase different books in a particular genre and bring them to life. It’s an opportunity to showcase books that aren’t new .