How did Asian Literature get so popular on booktok? In this blog we will take a dive into this genre, take a look at what Asian Literature actually is and look at the current rise of literature from Asian countries.
What is Asian Literature?
When you think about Asian Literature, most people think about novels by authors from China, Japan and – more upcoming at the moment – South-Korea. But Asia is of course much bigger than just those three countries. Spanning from China and Japan in the East, to Mongolia and parts of Russia in the North, to Iran and the Arabian Peninsula to the West as well as India, Thailand and Singapore in the South. Just like other continents, it’s way too oversimplified to put all those countries under one monolithic name.
However, the most popular Asian titles you see in the book store are by authors from China and Japan. These type of books became popular as the Western world became fascinated by the Asian world. Often those books are pretty stereotypical, but thinking about another life in another country simply fascinates.
Even in the 20th Century, Asian books were already very popular. Think about literary fiction by authors like Haruki Murakami (Japan) and Kazuo Ishiguro (Japan). Or classics like the 11th Century book The Tale of Genji by Murasaki Shikibu(Japan), or the 18th Century story Dream of the Red Chamber by Cao Xueqin (China). It’s not just a trend we saw during COVID, it’s a trend that’s here to stay.
The rise of Asian books during COVID
During COVID booktok came into its own, which came hand in hand with the rise of people who started reading again or people who found time to read more. And with that, Asian Literature was on the rise again. Most popular on booktok are the cozy Japanese books, like Before The Coffee Gets Cold (Japan), but also literary fiction like the books by Mieko Kawakami (Japan). A whole other niche is manga and graphic novels, which also rose in popularity during the pandemic.
Why Asian books are so popular
That makes us wonder why Asian books are so popular. I personally think there are three reasons. The first one is that people want to diversify their reads, especially with the real world situations going on in Ukraine, Russia, Palestine and Israel. We want to educate ourselves. We want to read more diversely to learn more, to discover new books from new authors from countries we don’t usually read from. That includes Asian Literature. Reading around the world is a trend on booktok and I think it will become even more popular.
The second reason is that we are looking for comfortable and cozy reads. Japanese books flourish with cats or cups of coffee on the cover. They also often have covers with plants or blossoms, which fits with our desire for a life with less social media.There is also the trend of books that are set in a book store or library like Days at the Morisaki Bookshop or What You Are Looking For Is in the Library.
The third reason is that a lot of the most popular Asian books – especially Japanese – are about everyday life, written in a dreamy or magical-realistic way. The plot is often not the most important thing in these books: it’s the characters. Books about working hard in a big Japanese city like Convenience Store Woman or Crying in H-Mart are popular. I think a lot of readers can relate to these stories, because they are about universal themes like capitalism, mental health and finding yourself in a chaotic world.
The Rise of popularity of South Korean and Indian authors
Books like The Things You Can See Only When You Slow Down: How to be Calm in a Busy World (South Korea) and the poetry of Rupi Kaur (India) were already very popular, but during COVID the real rise of South Korean and Indian books happened. Age of Vice by Deepti Kapoor (India) was a massive worldwide hit. We also saw the cozy book trend from Japan in South Korean books such as Welcome to the Hyunam-dong Bookshop by Hwang Bo-Reum. We also had the influence of magical realism in DallerGut Dream Department Store by Miye Lee. There were books to not only escape the pandemic, but also books to talk about your mental health, like I Want to Die but I Want to Eat Tteokbokki by Baek Sehee.
The future of Asian literature
Reading more diverse is a trend that is here to stay. Asian books have already proven that they have long been popular among readers around the world. During the rise of booktok in the pandemic, this only became more apparent. In the future, I think we will see many more books by Asian authors translated into English. Mainly countries like South Korea and India at the moment, but I think there will be more translations from Thailand, Vietnam, Nepal and other Asian countries in the future.
I don’t like being in the spotlight. I never did. If you look at old class photos of me, I’m always on the side. Ready to run away, so to speak. Whenever I had to give a speech, I would have a stomach ache for days from the tension. Fortunately, this has changed over time. I am no longer afraid to stand in front of a group and at parties you are guaranteed to find me on the dance floor. But in my work I still enjoy being mainly behind the scenes. I have gathered a nice group of people around me and they are predominently the face of Bookinfluencers.com. You will only see me if there really is no other option. In this blog I want to give you a look behind the scenes at a day in the life, and show you a little more of my role as the CEO of Bookinfluencers.com.
7:30 a.m.
The alarm goes off. I’m not a very early riser and I snooze a few more times before heading to the bathroom. I only really wake up in the shower. There are always chores to do, I unload the dishwasher, put on some laundry, give the animals a hug and make a sandwich that I take with me to my office at home. I work from home and share an office with my husband. Today he works on location so I have the office to myself.
9:00 a.m.
I start the working day by checking my tasks: I check my new emails, study the Bookinfluencers.com dashboard, look at my tasks in Trello (where would I be without this tool?) and make a plan for the day.
9:30 a.m.
It’s high time I sent out a client newsletter. We do this once a month, but last month we missed it due to a massive workload. I open Mailchimp and create an email based on the blogs the team has written over the past few weeks. My draft goes to our editor Jenny, who puts the finishing touches and prepares the email for sending.
11:00 a.m.
Team meeting! Every week we put our heads together for an hour and discuss our campaigns in a video call. We are located all over the world, so we see each other on screen. The campaign managers present issues about their campaigns to other team members or seek coordination on outstanding tasks. This way we will not be faced with any surprises, and we ensure that every campaign receives the attention it deserves. There is also room for a chat, of course. One of the team members has just completed university and is of course congratulated by the others.
11:55 a.m.
I have a number of small tasks on my list following the team meeting. I do that first so that others can continue with their work.
12:15 p.m.
My dog Bijke wants attention. I take her for a walk and eat my lunch.
12:45 p.m.
I’m going to work on a TikTok campaign for one of our largest clients, VIZ Media. They produce manga comics. Eight creators have made a video about this manga and with two of those videos I set up a SparkAds campaign in the TikTok ad manager. Simply put, it means that I will give these videos a big boost so that they have a much greater reach. For the creator in question, it means a huge number of views for her videos, which means her channel grows. For our customer, this means that many more people in the target group of their choice will come into contact with the book. We can even ensure that the TikTok videos contain a link so that the viewer can immediately click through to the webshop.
1:45 p.m
I pay the creators involved in the VIZ Media campaign. They have created beautiful, distinctive content and receive financial appreciation for it.
2:15 p.m
Last weekend we helped a Dutch publisher with an event in Amsterdam. They released romantic classics in a new look and celebrated this with a booktok event. We arranged ten booktokers and created content about these beautiful books. Today I’m taking stock and collecting all the links in a spreadsheet. I record the metrics (views, likes, comments, saves) and email the customer about the results.
3:00 p.m
Meeting with Naomi. Naomi is the owner of The Tandem Collective in the UK. But for a few months we also have a company together: ChallyPop. Naomi is in Canada at the moment, so obviously we meet on camera. We discuss the progress of the three Challenges we carry out for Simon & Schuster. In addition, we review applications for the coming months. Fortunately, the publishing world is eager to work with us!
3:30 p.m.
I carry out a number of tasks following the meeting with Naomi. I set up a number of spreadsheets in which we can track the results of the Challenges, I contact a creator who has made a video about our Challenges and I set up a Challenge for a new customer.
There is a problem with the display of the Bookinfluencers.com website. I am sending a message to our developer requesting that we investigate this as quickly as possible and resolve the problem.
5:00 p.m.
Video meeting with El from Tandem, who is in the UK. We have a joint project with Workman publishers in the US. We coordinate who creates what content about the book in question. Afterwards I brief our campaign manager Maren, who will provide an item in our newsletter and a TikTok video.
5:45 p.m
I cook lasagna for my family and then get the lawn mower out of the shed. It has rained a lot but today it is finally dry enough to mow the grass.
8:00 p.m
Meeting with a potential American client. Due to the time difference, I regularly have meetings with clients in the evening. This potential client is a marketing manager at a major American publishing house, but I also regularly meet with (indie) authors who are responsible for the marketing of their book. I explain our services and discuss the options for the book she wants to work with. After the conversation I send her a brochure.
8:45 p.m
The working day is over. The TV is already on for the preview of a match of the Dutch national team in the group stage of the European Football Championship. It’s time to leave the world of books for a moment and cheer for Oranje.
Happy Pride Month! Every year during June, we celebrate LGBTQIA+ Pride, paying tribute to the 1969 Stonewall riots in Manhattan. Through this, we acknowledge the achievements of the LGBTQIA+ community and recognize the ongoing challenges faced by many worldwide in their pursuit to live authentically. Moreover, as a diverse and vibrant community, its movement for identity, acceptance, equality, and love for all is important and continues to inspire change.
The book community is no exception when it comes to celebrating and promoting inclusivity and acceptance. With carefully curated lists of books by, about, and for the LGBTQIA+ community, the literary world plays a significant role in uplifting queer voices and stories. Additionally, libraries, bookstores, and online creators all take a moment to highlight works that reflect the experiences and histories of LGBTQIA+ voices.
Our team has curated a list of books promoting the LGBTQIA+ experience, representation of queer characters, and championing queer authors. From coming-out stories to historical same-sex romances and inspiring tales for young readers, there’s a book for everybody! Take a look and find your next read.
Books for Pride Month
We Are Everywhere by Matthew Riemer and Leighton Brown A detailed photographic history of the Queer Liberation Movement. Released for the 50th anniversary of the Stonewall Riots.
Giovanni’s Room by James Baldwin. James Baldwin’s groundbreaking novel explores love and the fear of love in the bohemian bars and nightclubs of 1950s Paris. Giovanni’s Room tells an impassioned, deeply moving story that reveals the unspoken complexities of the human heart.
Maurice by E.M. Forster. Maurice is a tale of unrequited love that opens the protagonist’s heart and mind to his own sexual identity, challenging society’s unspoken rules of class, wealth, and politics.
All This Could Be Different by Sarah Thankam Mathews. A brilliant new voice brings us an emotional novel of a young immigrant building a life for herself. A warm, dazzling saga of queer love, friendship, work, and precarity in twenty-first-century America.
But How Are You, Reallyby Ella Dawson. A burned-out bisexual woman confronts old demons, her estranged chosen family, and the ex she may have wrongly left behind when she attends her five-year college reunion.
Juliet Takes a Breath by Gabby Rivera. Juliet Milagros Palante navigates a summer in Portland, Oregon, filled with queer dance parties, a fling with a motorcycling librarian, and intense explorations of race and identity.
Rage by Lester Fabian Brathwaite. An incredible debut with a darkly comedic exploration of Blackness, queerness, and the American Dream, highlighting creative anger as a response to inequality.
The Prospects by KT Hoffman. Minor leagues. Major chemistry. This queer sports romance is a triumphant debut that follows two minor-league baseball rivals who realise they play much better together.
Heartstopper by Alice Osman. Heartstopper is an ongoing LGBTQIA+ young adult graphic novel and webcomic series by British author Alice Oseman. Follow Nick Nelson and Charlie Spring as they meet and fall in love.
A Day of Fallen Night by Samantha Shannon. Samantha Shannon’s prequel to The Priory of the Orange Tree takes readers into the lives of four women, revealing events that shaped their world for generations.
Queer creators to follow
If you haven’t yet stumbled upon bookish creators on TikTok and/or Instagram who uplift LGBTQIA+ voices, you’re missing out! Across the gender and sexuality spectrum, many influencers passionately use their platforms to champion queer stories and authors all year long! So, if you’re looking for more book recommendations, be sure to check out:
Billy, @thereadingcowgirl, keeps you up-to-date with the latest book recommendations and reviews.
Kara, @books.and.salt, is your go-to person for a diverse array of genres and reads that celebrate inclusivity and representation.
Amivi, @amivireads, for the best sapphic romance book recommendations.
Dilayra, @gayotic_bookworm, a dedicated advocate for YA and LGBTQIA+ literature, sharing her passion in both Dutch and English languages.
As we celebrate Pride Month, let’s take the opportunity to educate ourselves and raise awareness of the diverse experiences and challenges within the queer community. Together, we can create a world where everyone is embraced for who they are. Happy Pride Month, everyone! Let’s continue to spread love, acceptance, and equality every day.
Whether it’s a real bookstore in Paris, an idyllic shop on an island or a cozy store in the middle of New York or London – I love almost every book set in a bookstore. The niche of books set in bookstores has been around for a while, but lately it seems more popular than ever. Here are seven of my favourites, across various genres. These are all books that you should definitely put on your list.
The Bookshop –
Penelope Fitzgerald
The Bookshop by Penelope Fitzgerald is an absolute classic when it comes to books set in bookstores. This novel came out in 1978 and is set in 1959. In the book we follow Florence Green, a middle-aged widow, who decides to open a bookshop in the small coastal town of Hardborough, Suffolk. The Bookshop is a story about starting a business, being thwarted but trying anyway. It is tragic yet hopeful. Plus, I love the vibes in the book and I think many of you will enjoy reading it too.
The Storied Life of A.J. Fikry –
Gabrielle Zevin
After reading Tomorrow, Tomorrow and Tomorrow I dived into the back list of Gabrielle Zevin. And guess what I found: a book set in a bookstore! This book includes mixed media and provides little notes about the books available in the island’s store. This book is a literary romance. We follow A.J. Fikry, a grumpy book store owner on Alice Island. When his favorite publishers agent dies, they get replaced by a clumsy blonde named Amelia Loman. A beautiful and adventurous story about love, hope, courage and grief.
Words in Deep Blue –
Cath Crowley
I love a good YA book and one of my favorites is Words in Deep Blue by Cath Crowley. However, there are too many people who don’t know this book exists! A shame, if you ask me, because this book has everything.
Years ago, Rachel had a crush on Henry Jones. The day before she moved away, she tucked a love letter into his favorite book. She waited, but Henry never came. Now, Rachel is working at the bookshop, grieving her brother and trying to avoid the boy she used to love. Then Henry and Rachel get closer again. They are surrounded by books and exchange letters by hiding them in between pages. This is the absolute cutest book ever with second chances – a book that gives you a laugh and a tear, like we say in The Netherlands.
84, Charing Cross Road –
Helene Hanf
We can’t do this list without the classic: 84, Charing Cross Road by Helene Hanff. This is a charming memoir, following Helene, a freelance writer living in New York City, and a used-book dealer in London. Over 20 years they write to each other, and though they never meet, they share a winsome, sentimental friendship based on their common love for books. Their relationship, captured so acutely in these letters, is one that will grab your heart and not let go.
Welcome to the Hyunam-dong Bookshop –
Hwang Bo-Reum
Many books set in bookstores (and libraries!) are based in Japan or South Korea. In the last few years we’ve seen Days at the Morisaki Bookshop and What You Are Looking For Is in the Library. A South Korean favorite of mine is Welcome to the Hyunam-dong Bookshop. This slice-of-life novel is set in a South Korean neighborhood in Seoul and focuses on acceptance and finding comfort in life, including the healing power of books. FMC Yeong-ju is burned out, divorced from her husband and decides to follow her dream. She opens a book shop where Yeong-ju and her customers take refuge. From the lonely barista to the unhappily married housewife, and the writer who sees something special in Yeong-ju – they all have disappointments in their past. The Hyunam-Dong Bookshop becomes the place where they all learn how to truly live. A lovely read.
Business or Pleasure –
Rachel Lynn Solomon
Although this book is not entirely set in a bookstore, the first scene opens at a book event. It’s a spicy romance all about writing books. Chandler is a ghostwriter and she has never felt more like a ghost when she attends a signing for a book she wrote and the author doesn’t even recognize her. The evening turns more promising when she meets a man at the bar and immediately connects with him. But when all their sexual tension culminates in a spectacularly awkward hookup, she decides this is one night better off forgotten. Unfortunately, her next project is ghostwriting a memoir for Finn Walsh, a C-list actor best known for playing a lovable nerd on a cult classic werewolf show who now makes a living appearing at fan conventions across the country. And Finn turns out to be that hookup guy from last night. Chandler is determined to keep their partnership as professional as possible, but when she admits to Finn their night together wasn’t as mind-blowing as he thought, he’s distraught. He intrigues her enough that they strike a deal: when they’re not working on his book, Chandler will school Finn in the art of satisfaction. As they grow closer both in and out of the bedroom, they must figure out which is more important, business or pleasure or if there’s a way for them to have both.
The Bookshop of the Broken Hearted –
Robert Hillman
If you want to dive into a historical bookstore book, try The Bookshop of the Broken Hearted, set in 1968. This book is about Tom Hope, who doesn’t think he’s much of a farmer, but he’s doing his best. He can’t have been much of a husband to Trudy, either, judging by her sudden departure. It’s only when she returns, pregnant by someone else, that he discovers his surprising talent as a father. But when Trudy leaves and takes her child with her, Tom’s heart breaks. But then he meets Hannah Babel, a smalltown bookseller. Hannah is the second Jew—and the most vivid person—Tom has ever met. He dares to believe they could make each other happy. But it is 1968: twenty-four years since Hannah and her own little boy arrived at Auschwitz. Tom Hope is taking on a battle with heartbreak he can barely even begin to imagine.
What are your favorite books set in bookstores? Let us know on Instagram @bookinfluencerscom!
In April 2024, we were super excited to collaborate with Bloomsbury USA, on their YA release ofNot Like Other Girls, by Meredith Adamo!
Not Like Other Girls is a stunning debut that takes a hard look at how we treat young women and their trauma, through the lens of a missing girl and a girl trying to find herself again.
Our Brief for Not Like Other Girls
The publisher wanted to make some noise about this exciting new author and title, targeting younger generations of readers on Instagram and TikTok, by running a Book Tour with us. This involves launching a campaign on our community-facing platform, made up of thousands of members from the international bookish community.
They also wanted to try out our SparkAds modules on TikTok.
What are TikTok SparkAds?
TikTok has become the go-to channel for Gen-Z readers, especially across the YA, romance and fantasy genres. Therefore, it is no surprise that authors and publishers are increasingly looking to collaborate with bookish content creators on this platform. But….in comparison to Instagram, a high number of followers on TikTok does not guarantee success in terms of reach and visibility, so posting promotional content on TikTok can be a bit of a gamble!
The good news is that, with SparkAds, we can target a certain audience, by location, age-group, interest and behaviour, to make sure the videos get a good number of views and engagement. We can also add links to videos to generate traffic to a website or landing page of a publisher’s choice. All while still working with original content from BookTokers, which maintains authenticity, with recommendations coming from familiar faces from within the bookish community.
Not Like Other Girls campaign Activation
We launched a 50 person campaign on our platform. Additionally, we had a call-out in our newsletter and social channels, which have a collective reach of almost 20,000. There was an overwhelming response from the community, with over 100 applicants, who were very enthusiastic about this new release. Not Like Other Girls is exactly the type of book our readers can’t wait to dive into!
We also ran two SparkAds traffic campaigns, whereby we selected two of the best creator videos for boosting, adding a card to the video with a click-through trackable link to buy the book at Barnes and Noble.
Not Like Other Girls by Meredith Adamo comes out April 30th – I didn’t have ‘deeply personal trip back to raw teenage experience’ on my 2024 bingo card, but damn… I loved it! definitely check TW’s before diving into this one. thank you so much to Bloomsbury and Meredith for this ARC! #notlikeothergirlsbook#mysterybooks#teenfiction#booktok#bookrecs @Bloomsbury Books
This campaign generated 50 pieces of organic content across Instagram and TikTok. Notably, this included 15,000 organic engagements (Likes, Comments, Saves) and 7,000 views (just on TikTok, excluding Instagram impressions). Furthermore, our creators produced a range of engaging and quality content in various formats, including static images, Instagram Reels, and TikTok videos. We’ve included examples of the types of content created in this article.
After including the results from the SparkAds campaigns, the campaign produced 40,000 views (an increase of 468% and on TikTok alone, excluding organic Instagram impressions), generating 441 Clicks through to the chosen webshop.
Our community really got behind Not Like Other Girls and the themes it tackles, many giving it 5 Star Reviews. Here are some snippets from their reviews:
Honestly a great read for fans of Mindy McGinnis and Tiffany D. Jackson – Not Like Other Girls is a stunning debut.
This book is on the top of my favorites for 2024! @adventurenlit
Not Like Other Girls’ is a piercing debut that deftly navigates the labyrinth of the quest for identity and young adult trauma while rightfully scrutinizing the harsh treatment of it, all wrapped in a mystery that holds you captive till the last page.
I am so devastated by this book, and yet I’m also left feeling hopeful at the same time. I think I’ll be thinking about this book for a long time. I’m still shocked this is a debut novel because of how good it is. @2_girls_bookin_it
We are pleased with these results for a debut title, and the client has given really positive feedback. This resulted in a collaboration with Bloomsbury UK on the same book release.
“Working with BookInfluencers.com for our debut novel Not Like Other Girls campaign was an absolute pleasure; their professionalism and creativity helped us elevate our book’s visibility and engagement.”
Lily Yengle, Associate Director of Marketing, Children’s Bloomsbury Publishing.
We look forward to further campaigns with our friends at Bloomsbury!
If you’re interested in learning more about SparkAds and running a Book Tour with us, email us at contact@bookinfluencers.com.
Whether you work at the marketing department of a publishing house or running your own show as an indie-author; there comes a moment in which you need to collaborate with readers to help you get your book out there. Maybe it’s different when your name is Colleen Hoover, Stephen King or Taylor Jenkins Reid, but they didn’t get to be auto-buy authors overnight either.
For most marketers, PR managers and authors the reality is that it is hard to sell books. How do you get your book into the hands of readers? There are different ways to achieve that goal. In this blog I will share different ways to collaborate with readers to reach even more people.
Meet the Online Book Community
The online book community is huge. People from all over the world use the world wide web to express their opinions about the books they read. They leave reviews on Goodreads or Amazon, write blogs on their personal websites, post pretty photos on Instagram, talk about their favorite authors on YouTube or create entertaining videos for TikTok. To give you an idea about the size of the community; the hashtag #bookstagram on Instagram has been used 104 million times to date. The hashtag #booktok on TikTok was used 32.6 million times already.
We, as consumers, get influenced by what we see online. We’re growing more and more sceptical about commercials where we believe recommendations by our peers to be more trustworthy. Readers are influenced by what other readers read. They go on Goodreads to read reviews before ordering a book. They go on Instagram to read about the latest releases and they scroll through TikTok to hear all about the latest BookTok hit. So, the next question is: how do you get collaborations with these readers off the ground in order to promote your book? These are some of your options.
Running your own promotional campaign
A lot of spare time, an established backlist, a large mailing list and a strong social media presence are the perfect ingredients if you’re looking to run your own promotional campaign. You have already connected with lots of readers and they can’t wait to read the next book you’re wanting to publish. You got this! The reality is that besides the big publishers and a handful of well-known indie authors, most of us don’t have these ingredients at our disposal. And spare time is an issue for everyone. So even the large publishers often lean on others to help them market their books. Let’s take a look at the routes they choose.
A Readalong with The Tandem Collective
Tandem is well known in the book community because of their unique concept: the Readalong. They send out free copies of the book to a select group of micro influencers. Led by a coordinator, the groups read the book simultaneously and use prompt cards to discuss the books topics in a private chat. In the meantime, participants share their thoughts on their social media channels, involving other readers in their journey through the book. Lately they have been working on books by Gabrielle Zevin, John Marrs, Claire McGowan and many many more. Reach out to naomi@thetandemcollective.com to learn more.
Bookinfluencers.com runs virtual book tours, like many other book tour companies. However, they bring something more to the table than your average book tour company. Their in-depth knowledge of TikTok ads manager ensures that publishers and authors can make the most of their book tours. Any BookTok video can be promoted resulting in increased views, engagement metrics and even clicks to webshops. Bookinfluencers.com also relies heavily on their strong community management skills that lead to high upload percentages. We all know nothing is more frustrating than distributing books and getting nothing in return. Lately Bookinfluencers.com have been working on books by Kalynn Bayron, Junji Ito, Ali Hazelwood, Samantha Shannon and R.F. Kuang. Email me at antina@bookinfluencers.com to learn more.
The new kid on the block is ChallyPop. ChallyPop is a competition-based platform that enables everyone to potentially be a paid creator based on the quality of their content rather than the size of their following. The platform challenges creators of all sizes to enter by making content based on a brief. The top 20 submissions receive a money prize. ChallyPop just launched and is running 3 challenges set by one of the largest publishers in the world, Simon & Schuster. Creators are challenged to create content about the thriller Redemption by Jack Jordan, the romantasy The North Wind by Alexandria Warwick and the romance Under Your Spell by Laura Wood. ChallyPop is a great method to get early attention for a new release and to encourage preorders. Email the team at hello@challypop.com to learn more.
As you can see, there are various ways to collaborate with readers. It’s up to you to decide the best course for your book.
We love our community at Bookinfluencers.com. Because of this, on our website, you will always have access to a selection of our featured book influencers and a couple of times a year, we like to shine the spotlight on them. With summer just around the corner, we wanted to share our newly featured book influencers with you. All the influencers are dedicated and passionate and have created engaging content that resonates with audiences worldwide.
Maja Madsen Kleive @majaicalreads
I started with my TikTok because I didn’t have anyone to talk about books with – and I also loved the Booktok community so I was really intrigued to start making content myself and share my own thoughts. I’ve met so many new and fantastic people through this platform, and I’m so happy for the change TikTok/Booktok has made on my life. My favorite genres are most definitely Fantasy, Romance and preferably them together as a Romantasy! I love a silly romcom, but can also deep dive into a 8 book long fantasy series with world building and action. I LOVE Sarah J. Maas, Elsie Silver and Stephanie Garber! This year my goal has been to read more authors and I recently started The Secret History by Donna Tartt – and I must say that I might have a heart for classics as well!
For favorite books you’re asking a really hard question, because there are so many! If I must pick a few I would HAVE to include Kingdom of Ash and A Court of Mist and Fury by Sarah J. Maas, and Heartless by Elsie Silver. But a series that’s really captured my heart is The Empyrean series by Rebecca Yarros (Fourth Wing and Iron Flame).
Lily Magnfält @lilythebibliophile
I started my Booktok account during a tumultuous time in my life. I stopped being afraid to show my love of books because people had sneered at it before and decided to go for it. Booktok already existed and it quite frankly gave me the guts to post videos and become a part of the community. It has given me a great many friends to share my love of books with which I will forever be grateful for.
Some of those favourite books are fantasy and romance titles such as Addicted to You by Krista & Becca Ritchi, House of Earth and Blood by Sarah J. Maas, An Ember in the Ashes by Sabaa Tahir and Binding 13 by Chloe Walsh.
Stephanie Fletes @steph.lafayette
I started my Tiktok account back in 2021 as I was getting back into manga and reading a few novels in my friends book club. I suddenly felt the need to collect every physical volume available of my favorite manga series Skip Beat!
From there I ended up recommending and reviewing some of my favorite series and I also got back into novels and have grown my library quite a bit. I enjoy horror, romance, and science fiction. Some of my favorite authors are Clive Barker, Grady Hendrix, Ali Hazelwood, and many talented mangaka.
I started my Bookstagram in April 2017, when I fell back into love with reading. Since then, I have expanded into other platforms such as TikTok, Storygraph, Litsy, and blogging. My favorite genres include romance, historical fiction, and contemporary. Some of my favorite books are Jane Eyre, Little Women, and Conversations with Friends.
Hi, I’m Velishia, a South African Bookstagrammer. I live for bookstore visits and large amounts of iced coffee. I’ve loved reading for as long as I can remember and started my Bookstagram in 2019. I wanted a place to rant about all my favourite books, meet new bookish friends, and add to my never-ending TBR. I read a bit of every genre, but my favourite genres are fantasy, historical fiction, and romance. My favourite books include anything written by Emily Henry, Danielle L Jensen, and Cassandra Clare.
Zoe Nira @zoenira
My name is Zoë, but on TikTok I’m known as Zoë Nira (Nira is my middle name, not my surname ). I’m 22 years old and besides reading, I also love spending time with my friends and of course my boyfriend.
I started reading the Twisted series in March 2023 and was sold after this. I came across this series on TikTok and never left BookTok. To this day, I don’t know how this came to me. I started my BookTok account in August 2023. What started with one video a day quickly grew to 3-4 videos a day and I now have almost 15K followers!
I mainly share videos about spicy romance books, but most importantly, I find it important for me and other people to laugh at my videos. Oh yes, my fave authors are Elsie Silver, Ana Huang, Liz Tomforde and Becka Mack.
Hi, my name is Nebula, I make anime and manga content on TikTok! I started my page on TikTok to talk about shows and manga series that I enjoy and felt like they needed some time in the spotlight. These shows and series weren’t being covered by anyone at the time so I wanted to change that and introduce them to a wide variety of people on the app. Some of my favorite genres for anime and manga are psychological, drama, slice of life, romance, and fantasy. Some of my favorite authors are Shuzo Oshimi, Inio Asano, and Kanehito Yamada. I also really enjoy a handful of series like Blood on the Tracks, My Happy Marriage, Frieren Beyond Journey’s End, Kowloon Generic Romance, and The Tunnel to Summer The Exit of Goodbyes!
Sarah Imler @sarahs.bookspace
I’m Sarah, 24 years old and I come from Austria. I discovered my love of books in 2020 and haven’t been able to stop since. My favourite genres are romance and dark romance. Or combined as dark romance! I can’t decide on favourite authors because there are just too many! But when Stella Tack brings out a new book, I order it immediately!
I’m Sarina and I’m a Dutch Booktoker and Bookstagrammer. I’ve always enjoyed reading, and a few years ago I decided I wanted to share my love for books on social media so I started my Bookstagram. Connecting with other readers and to share and receive book recommendations is one of my favourite things about Bookstagram. I love all kinds of books, from fantasy to romance, but contemporary books have a special place in my heart. I focus on reading inclusive and diverse books!
In the era of digital space, social media floods our screens daily. The sheer amount of content we engage with can be inspiring, yet it can also overwhelm those aspiring to follow in the footsteps of influencer creators. Enter: ChallyPop Challenges.
My journey as a bookish creator on Instagram started over 4 years ago. With less than 10 followers, I was eager to share my passion for books with fellow readers on social media. Although I put lots of energy into creating posts, writing reviews, and engaging with others and I met many wonderful people through that account, growing in following was almost impossible in the beginning.
This left me wondering what I was doing wrong and how I can leave my mark on the bookish creator space. How can I stand out from the crowd if all the work so far wasn’t enough? Especially as it was much harder to even be considered for ARCs or PR boxes from publishers if you didn’t have the numbers to support your requests. Needless to say, financial compensation for all the time and effort you’ve put into creating content was out of the question! I wished for a change in the social media game which will give me an equal chance as someone with big follower accounts. I wished for a space like ChallyPop.
Now, I am proud to be part of a team that realizes the potential in everyone. Just like the sister companies Bookinfluencers and Tandem Collective, ChallyPop is here to disrupt the influencer market space in a fun and innovative way. Think of the platform as the new ‘cool kid’ on the block, celebrating creativity in the creator space over any follower metrics. Or, as I’d like to describe it, a ‘breath of fresh air’ for micro influencers.
In April, we launched our first ChallyPop challenges. We encouraged influencers from all social media platforms and sizes to take part and share with us their most anticipated books, films and TV shows and compete for many rewards. The different tiers offered financial incentives starting from $10 USD to the grand prize of $100 USD.
1st Place: $100 USD
2nd Place: $75 USD
3rd Place: $50 USD
4th – 10th Place: $25 USD
11th – 20th Place: $10 USD
Needless to say, we were beyond happy with the wave of positive responses! As our Book ChallyPop Challenge came to an end, over 100 creators submitted their entries for a chance to win one of the many prizes. From intricate stop-motion animations to hilarious faux Facetime conversations, the submissions were as diverse as they were impressive. We’re blown away by the level of talent on display and thrilled to award prizes to our top contenders.
Meet the winners of our first ChallyPop Challenge
Congratulations to our top three ChallyPop challengers: @Booksandcoffeemx, @stars.and.embers, and @probablybusyreading. Your creativity and dedication have set the bar high for future ChallyPop Challenges, and we can’t wait to see what you’ll create next. Take a look at their entries:
Your content was so unique and beautifully crafted.
To everyone who participated, whether you were selected or not, we extend our warmest gratitude. Your contributions have made our first ChallyPop challenges a great success, and we’re committed to continuing to provide a platform where creativity thrives.
If you didn’t get selected this time around, please don’t be disheartened. Keep on having fun with the content you’re creating and you never know, next time around, it might be you collecting the crown.
Make sure you check out the full list at challypop.com, under Past Challenges.
Stay tuned for more exciting ChallyPop Challenges and opportunities coming your way. Follow us on Instagram & TikTok @challypop_official and visit the website, challypop.com, to stay updated on all the latest news.
With ChallyPop, the spotlight is yours for the taking – so let your creativity shine!
Have you heard of creator burnout? This is something that is becoming more prevalent in the book influencer community. People are creating more and more content and don’t always get paid for it. This can make influencers feel like they are unpaid labour; reading and posting about a book as part of a marketing campaign, with sometimes no remuneration other than the book itself. This then leads to more burnout for creators who feel like they have to be constantly creating for no financial gain. Antina, along with Naomi- founder of Tandem Collective, decided that there is a gap in the market for creators. Enter, ChallyPop! A new platform that gives every creator the chance to be paid. ChallyPop doesn’t take follower count or engagement into account when judging entries to their challenges, instead looking at just the content, creativity and effort taken. I sat down with co-founder Antina to find out more about Chally Pop.
Where did the idea of ChallyPop come from?
Over the years I have heard bookish creators voicing their frustrations about why influencers in other sectors get paid for their reviews and posts. In the book community, however, there can be a feeling that a book is all the payment needed. This is in part why I founded Bookinfluencers.com, and for me, ChallyPop is a progression from this.
We wanted to be able to empower all readers to be creators and influencers. Whether you have 100 followers or 100,000 followers, we believe that you are able to reach other readers and inspire with your content. And we believe that you should be remunerated for this. ChallyPop is here to encourage a new generation of creators who don’t need to worry about their follower count.
We’ve seen the power of micro creators compared to macro creators and paid ads. Some studies show that 61% of consumers place their faith in influencer recommendations, while only 38% show similar trust in branded posts.
The music industry has similar platforms for sounds from track releases, but we haven’t seen this in publishing yet. There is so little communication across industries, and there is so much to learn from each other.
Naomi and I met working on a campaign a few years ago. Last year I became ill and Naomi stepped in to look after Bookinfluencers.com, while I was undergoing treatment. During that time we would bounce ideas around and talk about new ways to breathe life into the book marketing industry. This was not only a way to help distract me from my illness, but to get ideas from another like-minded business owner. Naomi came to me discussing creator burnout and what we could do, this triggered the same thoughts I had when I launched Bookinfluencers.com about why influencers in other sectors can expect payment for promotions as the norm, whereas in the book world, it is the exception. Together, we formed ChallyPop!
Naomi founded Tandem 8 years ago. Over the last few years Tandem has grown a lot and the team there is really strong. I know Naomi really enjoyed the more hands on work at Bookinfluencers.com when she covered for me. We both love the challenge of a new idea, so although it is scary to launch a new business, it is also so exhilarating.
Where does ChallyPop fit in the bookish community?
I love our bookish community, and the community is everything to Bookinfluencers.com. There can be a cynicism around creator marketing, particularly with the big macro creators running multiple ads and sponsorships. There are a lot of studies that have shown that micro creators have the best engagement rates. Micro creators are automatically closer to their audience and able to interact and engage in a way that feels genuine. We want to show that every reader can influence others’ book buying habits. Word of Mouth marketing is a human behaviour- we are much more likely to buy something if our friend or someone we know has bought it. In the digital age, this stretches to social media too. We are inspired by creators who feel like our friends more than celebrities. We want to empower the consumer to be the creator. This allows the reader to shape the narrative of the marketing.
How does ChallyPop fit in with existing companies?
ChallyPop fits in between what Tandem and BookInfluencers.com do. We think that ChallyPop could be instrumental on multiple campaign types, from cover reveals to big budget titles where we know people are going to buy the book anyway.
We know that ChallyPop is likely to change and adapt over time, we might end up using it in a way that is completely different to the current plan, but this is something that we love about all our businesses: we are able to change and adapt as we learn and get feedback.
Essentially, at ChallyPop we don’t want to label people as nano-creators, or micro-creators, or macro-creators. We just look for quality content, which anyone can make.
We love interviewing the many wonderful authors we work with. However, we also want to shine some light on the fantastic influencers in our community. Book influencer Velishia Govender, @bookishrebel01, from South Africa has been a member of the Bookinfluencers.com community for a long time. I sat down with Velishia to share more about our community and book tours – from the other side.
Let’s start at the beginning! How did you get into reading and content creation?
My bookish experience has been quite an adventure. My love for books started at a very young age. I come from a family of avid readers who have always encouraged my love for books, so it’s no surprise I became a bookworm. In 2019, I discovered Bookstagram and the book community, and I couldn’t have been more excited. Books have always been a significant part of my life and I took a real interest in content creation when the pandemic started. Becoming a bookish content creator gave me a place to be creative and share my love for books with people who have the same interests.
Velishia is an active community member and has participated in many campaigns. On our platform, influencers are presented with multiple campaigns, and they are welcome to register for the campaign that fits them. What makes you register for a campaign, Velishia?
I know we always say don’t judge a book by its cover but honestly, often it’s the cover that usually catches my eye and makes me want to immediately check out the synopsis and sign up for the campaigns. Incentives are also a motivator when signing up. Getting physical books, gift cards, or even monetary compensation adds extra excitement to joining a book campaign.
“Your best content will always show in books you love.”
The book tour process looks very different for an author and an influencer. What does a book tour look like for you as an influencer?
What I would generally do is firstly check if the tour is for International, US, or UK (I look for international campaigns). Next, I would find out the genre of the book I’m interested in and read the synopsis to find out if it’s a book I would enjoy. If it is a genre or story, I think I would enjoy I’ll sign up. Then I read the book, post some reading updates (a quote, reaction, or my progress) then post my review to my socials.
Book tours with book influencers have become a powerful tool in book marketing. As an influencer, there are many ways to interact and engage with your audience. How do you engage with your audience with book tour content and determine the success of a post?
A few ways I engage with my audience is through Q&A on my post or posting reading updates/progress via Instagram stories. One of my favorite ways to engage is by posting quotes or little snippets from the book I’m currently reading. A good quote has a way of grabbing your attention and making you want to add a book to your TBR.
Audience engagement and connecting with fellow readers are key factors in determining the success of a post. I’m not just talking about the number of likes. Having someone comment about the book, saying that they would like to read it or telling me what they love about it, is also a win for me.
What’s your favorite part about book tours and the book community?
The best part about book tours is connecting to new authors and discovering new genres. I’ve read genres that I normally wouldn’t and now have some new favorites.
The best part of the book community is the people. Everyone is so friendly and welcoming and always ready for a bookish-fueled rant and to provide endless recommendations. I’ve met some of my favorite people in the book community.
And finally, do you have any advice for new influencers on how to stand out on book tours?
My advice would be to choose book tours you are genuinely interested in or for genres you really enjoy. Your best content will always show in books you love.
Are you a publisher or author looking to reach new audiences and readers through Bookinfluencers.com? Contact contact@bookinfluencers.com, and we will help you out!
Sprayed edges, endearingly referred to as ‘spredges’, represent a design feature where the edges of a book are adorned through techniques such as painting, spraying, or stenciling. These embellishments span from solid color blocks, to intricate designs that add a touch of artistry to the book’s presentation.
Why do books have sprayed edges?
Sprayed edges are far from a new phenomenon. Since the 10th Century, books have had their edges painted with intricate artwork in a practice called fore-edge-painting. Although these paintings have grown out of style, the previously dying practice has since had a modern revival. Book subscription boxes, such as Fairyloot, Owlcrate, and Illumicrate, have been producing stunning special editions with alternate cover art, signatures from the author, bonus content, and/or sprayed edges for years. Much of their subscriber-base has been built on the exclusivity of their special editions with sprayed edges. There is even a waiting list to subscribe for some boxes. In short, spredges have always held an association with a special edition of a book.
Book stores and sprayed edges
Despite the already well-established presence of sprayed edges in the book community, there has been a shift in the publishing world, making these ‘special’ editions more widespread and accessible than ever before. Barnes and Noble has recently added a “Judge a Book by Its Edges” section to its website. Additionally, Barnes and Noble – as well as the U.K.’s Waterstones and Canada’s Indigo – are releasing their own store exclusive editions with sprayed edges. Even stores like Walmart and Target, which do not exclusively sell books, are selling titles with sprayed edges. So – how did a book’s spredges evolve from a coveted specialty item to a commodity available so widely? As a reader and influencer, myself, I’d like to think that this evolution largely began with the publication and subsequent social media craze of Rebecca Yarros’ romantasy powerhouse, Fourth Wing.
Fourth Wing and the re-branding of sprayed edges.
For the first print run of Fourth Wing, Red Tower Books included a dragon design on the edges. Upon Fourth Wing’s release, users on BookTok and Bookstagram did what they do best, and soon enough, nearly every reader was trying to get their hands on this special edition. That printing run sold out soon after. Having worked at a bookstore at the time of Fourth Wing’s initial publication, I experienced this craze first-hand. Customers came into the store and asked for the spredges up to two months after it had sold out. After I explained to them why that edition is no longer in stock here or anywhere else, the look on their face was one of disappointment – and in some cases – anger. Readers really wanted their dragon-designed edges.
Continuing the sprayed edges trend
In my opinion, the initial selling point for many readers was the stunning design on the book’s edges, and this undoubtedly contributed to the record-number of sales and social media hype. When Fourth Wing’s first run special edition sold out, Red Tower Books knew they had done something right. So, for the next installment in the series, Iron Flame, they also implemented an exclusive first-printing run of black sprayed edges – no dragons, though. Despite this, readers didn’t want to miss out, and many of us flocked to our local bookstores to pre-order. A lot of bookstores sold out of Iron Flame just as the release date of November 7th, 2023, approached. I think that they will likely continue this marketing tactic for the remaining three books in the Empyrean series upon their publications.
After the Empyrean
Red Tower Books took the same technique, and applied it to, well, practically every subsequent release. As of the writing of this post, Assistant to the Villain (Hannah Nicole Maehrer) and Sanctuary of the Shadow (Aurora Ascher) have been published with first printing runs of spredges. Upcoming 2024 releases with confirmed first-run spredges include The Last One by Rachel Howzell Hall, Cecy Robson’s Bloodguard, and Apprentice to the Villain, the sequel to Hannah Nicole Maehrer’s Assistant to the Villain.
But how special are these ‘special editions’?
Heavenbreaker
Let’s take a look at Red Tower Book’s upcoming adult fantasy title, Heavenbreaker. Online bookstore listings say the following about its upcoming release on May 21st , 2024.
“Preorder now and receive the stunning DELUXE LIMITED EDITION while supplies last―featuring gorgeous sprayed edges with stenciled artwork, as well as exclusive endpapers and special design features.”
Aside from endpapers and the stunning sprayed edges, there isn’t really anything that ‘special’ or ‘deluxe’ about this particular edition. It’s not signed by the author, it’s not a part of a hand numbered limited release, and there aren’t any exclusive notes or annotations from the author. There are no bonus chapters, alternative chapters written in another POV, or extended epilogues. In other words, the ‘specialness’ of this deluxe edition is purely aesthetic. While the artwork and spredges are undoubtedly beautiful, I can’t help but feel that something feels missing.
The Pairing
Let’s take a look at another example, this time, outside of the heavily populated fantasy realm of spredges. Author of Red, White, and Royal Blue, Casey McQuiston’s upcoming title, The Pairing, is slated to release August 6th , 2024. The book is a romance novel that follows two bisexual exes who accidentally book the same tour on their European vacations. For its first print run, book retailers have a listing that reads:
“LIMITED FIRST PRINT RUN–featuring spray-painted edges with a stenciled script design. Only available for a limited time and while supplies last.”
In this case, there aren’t even any endpapers or artwork. The only thing that makes this book a ‘collector’s item’ are the beautiful, sprayed edges.
Ruthless Vows
Now, let’s examine a Fairyloot exclusive with sprayed edges; Ruthless Vows by Rebecca Ross. This is the sequel to the young adult romance/fantasy/historical fiction smash hit, Divine Rivals. In the original announcement, Fairyloot designates the special features of their exclusive edition, including:
“✨ EXCLUSIVE REDESIGNED COVER by @kelley.mcmorris.art ✨ DIGITALLY SPRAYED EDGE with a block sprayed top and bottom edge ✨ FOILED CHARACTER ARTWORK ON THE ENDPAPERS by @hachandraws ✨ FOIL ON THE FRONT AND BACK OF THE HARDCOVER ✨ BONUS CONTENT This book will feature a digital signature.”
This edition was available exclusively at Fairyloot’s online storefront, The Fairy Trove, and went on sale January 18th , 2024. The title is not expected to ship to lucky customers until June or July 2024. As expected, the edition sold out almost immediately after going live on The Fairy Trove, as there was only a limited – though undisclosed – number of copies available for purchase. Disappointed readers have since flocked to second-hand sources, such as eBay, to purchase the edition at a high resale value. One listing hosted a bidding war with 33 bids, that ultimately sold for $290 USD on February 7th , 2024. A far cry from Fairyloot’s selling price of £23 GBP / $31 USD + shipping. Fairyloot editions are admittedly difficult to get. They’re coveted possessions, and once a reader has one of their exclusive books in their grasp, it’s rare that they let it go. (Excluding the aforementioned scalper who purchased the book just to sell it later on at a higher price).
Not just a pretty face
In my opinion, Fairyloot books with spredges live up to their classification of a special edition. And much more so than the books with first-print run spredges. To really make my point, let’s look at one more so-called special edition. Specifically, another one of author Casey McQuiston’s books. This time, though, we’re looking at a special edition of a previously published title; One Last Stop. Marketed as a Collector’s Edition, the listing for McQuiston’s sophomore novel reads the following:
“The special hardcover collector’s edition of Casey McQuiston’s beloved bestselling novel, featuring illustrated endpapers, bonus content, and more!”
By more, they mean alternate cover art and a signature from Casey McQuiston herself. Oh, and sprayed edges, of course.
Readers have been able to get their hands on this collector’s edition since its release in November 2023. It’s less limited than a Fairyloot edition, but still has more special features than one of the aforementioned first printing editions with spredges.
Why sprayed edges matter
What readers now know as spredges have almost always been a part of the book community, one way or the other. The context of them, however, has recently evolved from being a signifier of an exclusive, special edition to a marketing tactic used by publishers to garner demand for a book’s first printing. Recently, I have seen some BookTokers comment on this, with some believing that spredges have ‘lost their meaning’ or, alternatively, that the more spredges, the better. I have also seen some readers in heated debate over spredges being pointless in the first place, because they don’t care for the physical appearance of a book. As for me, I’m neither for nor against spredges. Have I noticed a change in the implementation of sprayed edges in the publishing industry? Of course, I’m an observant reader immersed in the book community and with an interest in publishing. That being said, I do not fall into a specific camp on the spredges debate. Ultimately, I am going to buy, read, and collect the books that I want to – whether they be extremely limited editions or merely a first printing run of spredges – and I think that other readers should do the same. Do what makes you happy and have fun with your hobby.
About the Guest Author:
Born in Toronto, Canada, Jordan Murray is the Amazon best-selling author of three books, including her debut suspense novel, I Did It For You. When she isn’t reading or writing, she’s probably buying & collecting books – which is a completely different hobby, thank you very much – or obsessing over videos of dogs on the internet. You can find her books on Amazon.
A big part of the work we do at Bookinfluencers.com is the day-to-day running of our international TikTok collectives. These collectives consist of local creators who promote various types of books together. As a result, the page mixes creative, relatable, bookish content with collaborations from publishers and authors. Most importantly, the collectives allow authors and publishers to reach new, otherwise hard-to-reach audiences.
Swedish TikTok
The Swedish TikTok collective, Svenskabooktok, started in the spring of 2022. Since then, the account has become a staple in the Swedish booktok community – where readers can find new titles to read and rediscover a passion for reading. The creators offer a different level of authenticity and creativity in the industry that sets them apart from other agencies. Likewise, one thing TikTok has taught us, it is that organic and relatable content will always offer an authentic connection with the audience. While running the Swedish Collective, a significant focus has been creating lasting connections with audiences and publishers. We are proud of our collaboration with Sweden’s largest publisher, The Bonnier Group.
In 2023, the Swedish collective read and reviewed more than 25 titles from The Bonnier group. With genres varying from romance to mystery and everything in between. Our most popular recommendation was The American Dating Experiment by Elena Armas, where more than 60 people participated in the giveaway! The collective and Bonnier have together gifted 40 books to the Swedish Booktok community as part of various giveaways.
The creators of Svenskabooktok showcase a selection of content curated in collaboration with the various imprints of The Bonnier Group. As readers, the creators can provide relatable thoughts and authentic content that resonates with other readers.
While we proudly look back on a creative and successful year for Swedish content creation on Svenskabooktok, we also look forward to new projects in 2024. As part of our focus for the new year, we are turning our eyes towards SparkAds and the unique opportunities it gives brands to reach even wider audiences through user-generated content. User-generated content allows the brand to increase website clicks and exposure by building long-lasting relationships with audiences. We are excited to share more about SparkAds and TikTok options with all of you in the coming months.
Are you a Swedish publisher or author looking to reach new audiences through Tiktok? Contact maren@bookinfluencers.com, and we will help you out!
). I’m 22 years old and besides reading, I also love spending time with my friends and of course my boyfriend.
