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Whatโs next for social media marketing? ๐ฒ
Join BookMachine later this month for insights from Jo Liddiard, Keris Fox & Louis Patel on platforms like Bluesky, StoryGraph, Reddit, Pinterest plus the power of email. Donโt miss it! #BookMachine #Publishing
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A big, big thank you to everyone who joined us online last night for our final #BookMachine Campus event of 2024 - and to our wonderful speakers who covered so much ground on the topic of BookTok and bookfluencer campaigns ๐
Stay in the loop with what's coming up in 2025: https://t.co/Jm5kKMKloa
TikTok - Genuine, authentic relationships with the book in question - what they enjoyed, what the book made them feel. They've seen the highest spikes in this type of content at Little, Brown.
#BookMachine
For Francesca, in the thriller space, backlist content plays really well into showing her community where to start with an author. She's had a lot of author spotlight style content do really well recently and help to create that frontlist buzz.
#BookMachine
Influencers are of course able to be more authentic than the brand themselves so they are invaluable to this process for publishers.
#BookMachine
Content can also come from the authors themselves as content creators. Gemma shares an example of engaging an author around a book publication anniversary as well as working with creators / influencers and readers.
#BookMachine
What Little, Brown want to do as a publisher is publish books that resonate with a whole range of people across society, not just a particular segment of it. BookTok and working with content creators in this way enables the spread of this, which is AMAZING.
#BookMachine
Patrick has realised that TikTok shop does serve a pretty broad book market, though sub-niches do emerge. Nutrition topics and self-improvement is becoming dominant on the platform (self help books are growing) but also genre led fiction, children's books etc.
#BookMachine
Broad appeal vs niche campaigns. At Little, Brown, they have a huge Romantasy list - the audience is fairly niche and the readers are on TikTok, they are super focused here. Exclusives, signed editions. This is at the forefront of their minds for these campaigns.
#BookMachine
What Live can be at its best is traditional bookselling. Being effusive about the books you are reading directly - a kind of virtually hand-selling! The UK consumer can be adverse to this, but this could change in the next few months/years.
#BookMachine
What makes good, stoppable content on TikTok isn't always what makes good content within the broader ecosystem. The rise of Lives have been shifting how authors and publishers to engage and find a follower base.
#BookMachine
Impacts on acquisitions and campaigns - can showcase the size of the market, is this a growing area? Also feeds into audience-first approach and creative messaging and how you will go about talking directly to the audience.
#BookMachine
At Hachette, their consumer insight trend reports are key - taken from lots of different platforms including YouGov reports. Trends include side hustles, how to manage money, "worktirement", self-reliance.
#BookMachine
For creators, it can be a consideration not to get too swept up into trends and to be mindful about what will work for your audience and will resonate as your platform builds.
#BookMachine
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