Influencers are Becoming Publishers | by Aisha Yusuf | Nov, 2023

A New Chapter or The End of Publishing As We Know It?

Influencers are becoming publishers…yes, you read that right. Just when you thought their power in the industry couldn’t stretch any further, with a massive hand in dictating what books soar in popularity and even influencing the kind of books being published, they are now stepping in as publishers themselves. As someone deeply immersed in book social media both as an author and an avid reader, I recently stumbled upon two videos released on the same day by two Booktubers I follow. Both shared exciting news — they are launching a publishing imprint with the same company, Bindery Books. This unexpected news, after a bit of digging, ignited a need to write this article because it’s clear there is a turning tide in the publishing industry. Although the outcome of these changes — positive or negative — remains in the air, it’s a topic worth delving into. I’ve written about my thoughts on book social media before, but this is a fresh terrain. We’ve seen the massive sway influencers hold as reviewers, but what ripple effects will emerge with them stepping into the realm of publishing?

How Social Media is Shaping Publishing

The dawn of social media platforms like Bookstagram, BookTube, and BookTok has significantly reshaped the publishing domain, ushering in a new era of digital influence over traditional book-reviewing paradigms. These platforms have democratized the literary sphere, facilitating a diverse array of book influencers whose endorsements wield the power to catapult titles into viral stardom. Unlike traditional reviews, these endorsements are infused with a personal touch (usually crying videos), often resonating deeply with audiences and significantly driving a book’s market traction.

However, this guise of organic virality often has orchestrated undertones. Publishers, aware of the influential capital harboured by these digital tastemakers, send review copies to them, creating a ripple of attention that might catapult a book into a viral wave. This strategy is aimed at boosting sales and amplifying visibility in an increasingly crowded market. The relationship between publishers and influencers has redefined traditional marketing standards, underscoring the power and…