6 Reasons Why Books Are an Awesome Sell for Influencers
As an influencer you can generate income in different ways, like advertising a brand, or selling products through your profile. If you settle on selling products, you might want to consider books. A number of brands are making a profit from books, and so can you. With 92% of consumers trusting influencers more than advertisers, you will be offered deals left and right. Faced with a bunch of new partnership opportunities, you’re going to want to make sure you make deals that are a good fit for you and your audience. As booksellers ourselves, we know what are the benefits of selling books, so in this article we look at the 6 reasons why books are an awesome sell for influencers.
How can the book industry help you sell more books?
As you make the decision to sell products, you want to make sure you choose a product that will generate a stable income. In this section we look at why books are a safe bet.
1. Millennials and generation Z are avid readers
As of January 2018, over two-hundred thousand books have already been published in just under a month. But are people still reading? As a matter of fact, in 2016, a survey revealed that 80% of people in the United States aged between 18 and 29 years old have read at least one book during that year, with 43% of those doing so as a hobby. As for the gen Z kids, they are still committed to reading, but they prefer listening to the audiobook version. All this indicates two things: number one, the book industry continues to thrive, and number two, it still casts a wide net. Not only are millennials consuming books at a rapid pace, but they are reading more than any other age group. On the other hand, generation Z are readers, but have an affinity for newer mediums. This is particularly great news for influencers, whose followers tend to fall within these age ranges. So if you ultimately decide to recommend books, you will be sure to find an audience of readers among your followers.
2. There’s a book for every niche, and a niche for every book
Influencers come in all shapes and sizes. Whether your audience ranges in the thousands, tens of thousands, or even hundreds of thousands, people have elected to follow you because of your unique point of view in a specific field. As you may know, what’s great about books is that they cover a multitude of subjects. So no matter what your topic is, no matter its specificity, you will be able to find books that will compliment it. For instance, let’s say you’ve amassed a following on Instagram thanks to your take on Japanese architecture. You can recommend: biographies of famous Japanese architects, coffee table books of beautiful Japanese vistas, graphic novels that have great illustrations of Japanese homes, or any book that details the history of Japanese architecture. Alternatively, you might be known for the videos you share on Facebook, filled with satirical views on American politics. If that’s the case, why not review: Fire and Fury by Michael Wolff, or I Am America (And So Can You!) by Stephen Colbert. You can also recommend biographies of US presidents, comedians, and even guides that detail how to write sketch comedy.
3. Books are an important actor in the pop culture ecosystem
Whatever is dominating the general conversation can be linked to books. Whether it be music, art, social issues or movements, you can easily find a series of books that compliment the topic du jour. For example, as the Time’s Up movement is gaining traction, your followers might be interested in learning more about gender equality. You can easily recommend books by various activists, while also suggesting historical novels that detail various feminist movements.
Interestingly, 65% of movies were adapted from a book in 2015, this number has been in constant growth since 2010. Books still occupy a central point in today’s pop culture conversation. In fact, at this year’s Sundance film festival fourteen of the forty American films showcased are book adaptations.
When a book is turned into a TV show or movie, it is introduced to a whole new audience. Case in point is the Handmaid’s Tale by Margaret Atwood whose sales spiked when Hulu released the televised series starring Elisabeth Moss. This sparked a global conversation surrounding Atwood's novel, and its relevance in today’s world. Biographical documentaries can also spark interest in an author’s whole collection of work. For instance, as Netflix released the eponymous Joan Didion: The Center Will Not Hold, a number of blogs and media websites have all written about Didion and her catalogue in the months leading up to and following the release of the documentary.
How can books help you build your brand and persona?
As an influencer, you are developing your own brand, which you will need to preserve as you grow your audience base, but how can books help you do this?
1. They back your position as an opinion leader
Part of being an opinion leader is guiding your followers and setting trends. In order to do so, you need to have the authority that comes with completely grasping your topic. What better way to prove your knowledge than having read every book that revolves around your area of expertise. An interesting way to show off you’re savvy is to recommend some of the books you have read to your followers. As such, reviewing books will be a natural fit for you, as you help your audience look for the next best read.
One more thing to keep in mind is that sharing knowledge will help you establish stronger bonds with your audience, while distancing you from a purely transactional relationship.
2. They help you start a conversation
Through books you can increase your engagement with your followers. Once your audience has read your book, they will want to discuss it with you, which will drive up interactions on your social media profiles.
What’s more, it’s important to stay open to collaborations. You can feature another influencer (especially a book influencer, bookstagramer, or booktuber) in any of your posts, and together you can tackle a common book. This cranks up your visibility by granting you access to their followers. Depending on the tone of your post, you might capture the attention of its author or publisher. This can mean one of two things: they might re-share your post, or even ask you to collaborate.
3. They leave room for creative freedom
Collaborating with brands can be a great source of income, but it can also be tricky. Depending on your number of followers, you can make on average between 3,000$ to 5,000$ per brand sponsored post. However, in talking about the challenges they face, 33% of influencers stated that their partnerships are creatively stifling, whereas 47% complained about brands ever changing posting requirements.
When it comes to books, other than striking a deal with an author or publisher, you have the ability to sell books directly on your profile. This can be done by simply joining an affiliate program. It is important to note that even if the payout here may be less frontloaded, you remain in driver’s seat. You will have the ability to sell a product without an intermediary brand, which means you have complete creative freedom in what you post about, and how you post about it.
There are many benefits for influencers to sell books on their various channels. Not only is the book industry soaring, but millennials and generation Z continue to read at a rapid pace. What’s more, no matter your niche, you will be able to find books that will appeal to your followers. As books continue to be a part of the pop culture conversation, they are able to spark conversation with your followers, fellow influencers, and book professionals. In addition, they are a great tool to help you cement your position as an opinion leader. Finally, by joining the right book affiliate program, influencers will be granted the freedom to communicate about any book they want, in whichever way they want.
On a final note, choosing the right affiliate program for selling books on your platform can make or break your chances at monetization. Here are our 4 tips to help you make the best choice.
You may also want to check out our very own affiliate program and how it can help you generate revenue by selling books online .