Coinciding with UNSECO’s Work Book and Copyright Day celebrations around the world on 23rd April, influencer marketing data platform Traackr has found that March 2020 saw a 43% increase in influencers posting about book clubs, resulting in a 31% increase in book-related Instagram posts, as compared to February 2020.
Drawing data from over 35,000 lifestyle influencers across North America and Europe, Traackr has identified a massive increase in bookstagramming and bookclub chatter on Instagram, in line with the coronavirus-related lockdown measures across the globe.
While beauty-related mentions have declined in March, influencers who previously posted about topics such as beauty, fashion, and lifestyle, have honed their focus on books during this time of quarantine. This has resulted in a spike in consumer engagement as book content proves popular with consumers right now.
Examining the increase in hashtags such as #bookstagram and #bookclub, book-related content earned 320% more engagement with consumers in March compared to just the month prior.
Responding to an evolution in their content to reflect the current circumstances, many top influencers have taken to starting a book club during quarantine. They include:
- Popular fashion and lifestyle influencer Aimee Song (5.5 million IG followers) declared that she was going to start a Song of Style book club
- DJ Chantal Jeffries (4.7 million IG followers), who chose Jen Sincero’s inspirational self-improvement title You Are a Badass as her first selection, has seen some of the highest engagement of anyone else talking about books right now.
- Korean fashion/beauty vlogger Jenn Im launched the Curl Up Club. The club’s first book of the month is none other than World War Z: The Oral History of The Zombie War, a fascinating choice that appears to be pretty on-brand, with over 14k engaged followers on Jenn’s Instagram account for the book club.
This increase shows that influencers are diversifying their content portfolios due to changing conditions to meet consumer needs.
Encouraging one’s followers to read more is a positive use of influence, though, as always, anything you take on as part of your personal brand should be authentic to those who follow you.