Book of the Month is taking notes from #BookTok to amplify its influencer marketing strategy. YPulse told you how #BookTok has been boosting book sales, while making not-so-new titles (and authors) trend. Book of the Month, a subscription book service, quickly took notice of BookTok influencers and has been tapping them for TikTok posts since late 2020. The brand’s manager of media and influencer marketing Samantha Boures explains that her team began working with these creators by slowly testing a handful of BookTokers as influencers before integrating them into a formal BookTok influencer program at the beginning of 2021 (Kevin Norman, Kelsey Munson, The Roomie’s Digest, Ayman’s Books, and Books Over Therapy are some of Boures fave BookTok accounts). Now, nearly half of the influencers they work with across all social platforms are BookTokers, and TikTok is the primary social media platform Book of the Month’s social team uses—and the one they spend the most effort on. TikTok is filled with subcultures and groups of young people creating content, and brands should be listening to these niche communities to grow their influencer marketing strategies and gain valuable insights about Gen Z and Millennials. (Morning Brew, Mic)
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