Influencer Marketing for Book Promotions

Today’s biggest challenge for book promoters is discoverability. With roughly a million books released by big-name publishers and another two million that are self-published each year, readers have a lot of options. 

Getting a book in front of the right audience remains the toughest hurdle, which is why more publishers are promoting books through influencers. By joining forces with an influencer, you can authentically advertise a book or reading app and encourage sales. 

If you’re ready to explore influencer marketing for book promotions, use these campaign ideas to get started: 

Consider working with hyper-niche influencers

Readers tend to prefer a specific genre of literature. Rather than fiction readers or even romance readers, dive into subgenres. Within romance, for example, subgenres include contemporary, historical, regency, small-town, and romantic suspense. 

Consider looking for literature influencers that fit the exact subgenre of the book you’re promoting.

In this example, Caitlin, who shares book recommendations on TikTok, shares a reading app.

Ask for book reviews

Reviews can motivate readers to buy books. To help push sales, consider sending a handful of influencers a book ahead of its release date. Ask them to read it and post a review on the book’s release date. 

Depending on the number of book reviews you’d like to generate, you could send the book out to dozens (or even hundreds) of readers. 

Make a list of influencers who commonly post reviews and ask them if they’d like a free copy of the book in return for a review. Since there’s no additional compensation beyond a free book, some influencers may turn it down. As a result, it’s a good idea to reach out to a larger pool of influencers and see who’s willing to participate. 

Here’s a great example of a book review from avid reader and TikToker readwithniki:

Set up a digital interview tour for your author

Many book influencers interview authors. Whether it’s on YouTube or on a reader-friendly podcast, a Q&A with an author gives followers a chance to connect with the writer and learn more about a book. 

Start the interviews ahead of a book release and keep them going several months after. 

Be mindful of varying formats too. Some influencers do a 60-second interview with an author on TiKTok while others may ask questions during a 30-minute-long podcast. 

Here’s a great interview between an influencer and author: 

Showcase books as gifts or traditions

Books make ideal gifts, no matter the occasion. Whether for a holiday, a birthday, or just because, a carefully chosen book can be a thoughtful and personal gesture that communicates your care for the recipient’s interests and growth.

Gift-giving seasons are an opportunity to promote books as gifts. Influencers can play a pivotal role in this by sharing their own traditions and experiences of gifting books. This can be especially powerful during holidays like Christmas when gifting is at its peak.

Influencers can share posts of beautifully wrapped books under the Christmas tree, or candid shots of their children opening a book gift. They can share stories of their own childhood, where they received books as gifts and how those books influenced their love for reading.

By sharing these genuine moments, influencers can inspire their followers to embrace the tradition of gifting books. This not only encourages reading among children and adults alike but also supports authors and the literary world.

Promos and discounts on books during these seasons can further incentivize followers to consider books as a go-to gift. 

Create a UGC challenge 

UGC campaigns generate bulk content quickly. During a UGC campaign, you can ask followers to participate in a challenge. For example, challenge book lovers to create character art, or ask readers to snap a picture of the strangest place they’ve read a specific book. 

To elevate this campaign, collab with a handful of influencers to promote it. Ask them to invite their followers to participate. 

Tap an influencer to giveaway multiple books

Rather than promoting one author’s book, promote several. Team up with an influencer to give away a book bundle. Each book could be written by a new author, or maybe you pick three authors who write in the same genre and ask the influencer to give the set away on social media. 

Giveaways are a great way to drive awareness and engagement. Here’s a great example of an influencer-powered giveaway: 

Influencer marketing is wildly popular for book promotions. You can find book influencers on every social channel, but currently, TikTok is a favorite, with its #BookTok introducing readers to new authors. Consider which channel you’d like to use, find a niche influencer, and give one of these campaign ideas a try.

Influencers:

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Marketers:

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