If you’re online (or alive and breathing!) you’ve probably heard about the phenomenon of BookTok (book influencers on TikTok) or Bookstagram (book influencers on Instagram). I’m writing this amidst the throws of the great debate of the TikTok ban, so if you’re reading this and TikTok is already banned then we’re a lesser society for it!
What are paid influencer opportunities?
Great question, I’d love to tell you! Paid influencer opportunities or collaborations (the kids call them “collabs” these days) are when a brand, person, etc. reaches out to a social media influencer to help promote their product. Bookish collaborations have exploded online, especially with the rise of BookTok. We always encourage authors to try and get their books out on social media. Sometimes you need a little extra push to get the right book to the right readers.
Tons of influencers have rate kits where they can tailor a specific post to your needs for a certain rate. This depends on the influencer, the book, and the type of collaboration you’re looking for. Typically, we see influencer promotions range from $100- $3,000. It comes down to a case-by-case basis!
THE PROS:
The right influencer paired with the right book can be like lightning in a bottle. This was true for our very own Thomas R. Weaver when he collaborated with the dynamic sister duo on TikTok, Kris and Mads. Here they are on IG and YouTube if they’re no longer available on TikTok!
If you want to get into the nitty gritty of Tom’s success with paid influencers, check out his case study here. I’ve pulled out the important bits for you below:
- We started strong by crafting a custom PR box to send out to influencers
- We sent the box out to influencers who were interested in his genres – sci-fi and techno-thrillers
- We selected specific sponsored promotions with influencers to get high-impact exposure
- After partnering with Kris and Mads, they chose the book as their book club for more than 12,000 members, prompting more than 700 4-star reviews on Fable’s book club app and a surge in Goodreads and Amazon reviews
- As a result, Tom was able to approach a well-respected literary agent and secure a two-book deal with Penguin Random House
All this to say, we can’t all be Tom Weavers of the world when it comes to influencer partnerships. Tom is a great example of what can happen, but that’s not always what does happen.
Paid influencers will dedicate time, resources, and their platform to give your book the space to really shine on a larger scale. Below are some examples of paid influencer sponsorships we’ve collaborated on recently:
Finally, the best news about paid partnerships is that you have a guarantee that the influencer will post about the book. This is helpful because an influencer could accept a complimentary copy of the book and never read or post about it.
THE CONS:
The downsides of paid influencer partnerships are pretty clear:
- There’s no way to know ahead of time how the post about your book will perform, no matter how large an influencer’s platform
- These promotions can be costly, depending on the influencer
- If you’re paying for a review, then there is a possibility that the influencer might not like the book and won’t give it a glowing review
Your book must be a good fit for the specific influencer and the influencer’s audience. Making sure you have a strong book-to-audience match is the best way to set up your book for success for social media paid promotions.
And you might be asking yourself, well, how do I make sure it’s a good book-to-audience match? That’s where Books Forward comes in! We research influencers interested in your genre, have favorably reviewed comparable titles, and who we think will genuinely love your story!
Final thoughts on social media and book promotion!
Bookish social media influencers have such a strong place in my heart for a few reasons:
- I’m one of them! I review books online and I love the Bookstagram community. We are creative and tenacious partners and shouldn’t be discounted in terms of book promotion.
- They have truly helped transform my author’s dreams in truly unimaginable ways.
- At the end of the day, readers are at the heart of stories and I believe direct book-to-consumer marketing is incredibly important in this industry.
While you can never 100% predict how a paid partnership will shake out, I do believe they’re an important element to explore in publicity if your book and story are the right fit for the platform. Reach out to us today to see how influencers could impact your book promotion!
A literary omnivore and influential Bookstagrammer, Layne applies her vivid creativity for every title we promote by deftly coordinating news coverage and events for authors, writing and editing diverse content for social media, and assisting with Books Forward’s social media engagement initiatives.
As a former special education teacher, Layne firmly believes in the importance of literature and accessibility. This unique point of view is an asset in her publicity efforts as she works to reach readers across various platforms and demographics.
Layne received her Bachelors of Arts in Creative Writing and Bachelors of Science in Psychology from Virginia Polytechnic Institute and State University, and her Masters of Art in Teaching from Relay Graduate School of Education. She lives in New Orleans with her loyal, but sadly illiterate cat, Macaroni.
