The Rise and Influence of Bookstagram
How has the publishing industry utilised Bookstagram? Should Bookstagrammers be paid? Continuing with our meet the Bookstagrammer series, this week we will be in conversation with Fablereads.
What is Bookstagram?
‘Bookstagram’ is defined as a niche community of book lovers on Instagram who focus on aesthetically pleasing photos and reviews of books. Most images that feature on Bookstagram accounts are meticulously staged, as a perfectly staged book can attract a wider audience and allows users to view beautiful aesthetic photos.
Many Bookstagram accounts are created for recreational purposes to show their love and passion for books, whereas existing bloggers want to increase traffic to their book reviewing website or blog. Sooner or later, once a large following has been established, Instagram becomes the central hub for their account and a chance to earn money from sponsorships or receive free review copies from publishers.
Bookstagram has been on the rise since 2014–2015 when Instagram became one of the most prolific platforms to share visually appealing photos. Book bloggers and reviewers saw this as an opportunity to share their book-related content with other users.
During the Covid-19 pandemic, there was a 31% increase in book-related content on Instagram. This is due to influencers and Bookstagrammers trying to meet consumer demands, creating a positive outlook, and encouraging their followers to read more during these difficult times.
Influence Within in the Publishing Industry?
Social media has become integrated into marketing campaigns and like Bookstagram, the platform has become an essential part of a publishers marketing strategy. There is evidence of commercialism that by paying greater attention to review sites such as NetGalley, Goodreads and Bookstagrammers, and bypassing traditional newspaper review columns, such as The Guardian, it proves more effective for promoting a new release. This highlights the benefit of publishers having an online presence as it allows a direct link with readers, as well as gain an insight into the latest genres that are creating a hype amongst the community.
The publishing industry can utilise Bookstagram as a powerful online marketing tool by sending out ARCs (advanced reader copies) to Bookstagrammers in exchange for a well-reviewed book. A feature or positive review from a popular Bookstagrammer has now become a crucial part of a book’s promotional campaign, as it creates a wider audience for a book’s market. By creating more exposure and interest for a new release by follower’s liking, commenting and sharing the content, it can lead to a higher number of sales.
A recent debate within the book community is that Bookstagrammers should be paid for their time and effort for creating content, since taking photos, reading, and writing a well-rounded review takes a long time to curate. Even though Bookstagrammers can earn money from sponsorships, the requested reviews from publishers are unpaid and are seen as being done for their passion for books, rather than earning money from doing something you love.
How Can Author’s Use Bookstagram?
The Bookstagram community has influenced authors to create their own accounts and has inspired them to take their own visually appealing photos. Particularly for a self-publishing author, Bookstagram can drive sales by asking the community to review their book, as well as enhance their author brand and social media presence.
Criticism of Bookstagram
A widely discussed topic within the community is that Bookstagram influences cover design because by promoting books on social media, it emphasises the covers aesthetic qualities. This puts more pressure on designers to produce colourful and bold covers that attract the eyes of readers and Bookstagrammers. An article in The Guardian discusses this ordeal and it does seem that Bookstagrammers won’t display a book if they don’t like the cover, but instead create an image of the title page to go on their feed. Therefore, publishers need to take this into consideration by creating brightly coloured and aesthetically pleasing covers that will spread the word about a new release and potentially increase sales.
In the age of the digital world, Bookstagram has now become an integral part of the publishing process by influencing the way a book is marketed and reviewed. Hopefully, this will continue to grow over the next few years and continue to be a reliable source of marketing for the industry.
Meet the Bookstagrammer
As part of our meet the Bookstagrammer series, today we are in conversation with Pagen Hall, otherwise known as Fablereads, who currently has over 4,000 followers on Instagram.
- When did you start your Bookstagram account?
During the pandemic on the 23rd April 2020 (had to check my first post then!)
2. Was there any particular reason why?
Initially it was created to be a part of a project for University, but it very quickly became just for fun and I wanted to interact with the community more.
3. Where did your passion for reading come from?
My mum was a big reader and once I was able to read for myself, she would always buy me loads of books.
4. What’s your favourite genre?
Fantasy for sure.
5. What is your favourite aspect about Bookstagram?
The community! Every single person I have spoken to is lovely.
6. How would you describe your style/theme?
Rainbow!!! With a few portrait photos of myself.
7. Do you feel like your aesthetic or vibe on Instagram accurately reflects your lifestyle?
I would like to think so. I talk about other things than just books and feel that people know what kind of person I am.
8. Do you base your feed on the aesthetic of a book cover or just for the love of the book?
Probably more for the love of the book. If I include a rainbow background, it does not really matter what book is shown. The only thing I take into consideration with books is when a) if I am posing with them what books goes best with an outfit I own or b) seasonal photos. For example, I posted a lot of fantasy/mystery books throughout October and made a background to differentiate from my regular content.
9. Have you had any experiences with publishers on your account?
Not really, just a few mentions in stories and that is about it.
10. Any advice for someone wanting to start a Bookstagram account? Any advice for authors wanting to work with you?
Just do it! Also, do not expect to grow an audience quickly, people will eventually come, it just takes time that’s all.
Honestly, the best way would be to send me a direct message, but do not spam or beg as I will instantly delete it. I’m much less likely to accept a copy of your book/want to work with you if your Instagram looks unprofessional.
Thank you for chatting with us Pagen. Next week we will be in conversation with Emma-Jane, otherwise known as thebookcrunch.
