Book Influencers: How They Have Improved the Marketing Game Skyrocketing Sales

Not too long ago, book recommendations came from bookstores, blogs, and in-person book clubs.

Now?

They're going viral on TikTok, thanks to a new wave of Book Influencers and content creators who are completely reshaping the way we talk about books online.

Since the start of the pandemic, platforms like TikTok and Instagram have exploded with book content—what we now know as “BookTok” and “Bookstagram.” These digital communities have given rise to creators focusing solely on books, building tight-knit followings around a shared love of reading.

Book Influencers have become a major force in the publishing world, changing not just how books are sold, but how they’re marketed and even how they’re designed.

From recognizable cartoon-style covers to trending tropes like enemies-to-lovers or forced proximity, publishers are paying attention and shifting strategies to match the interests of these online audiences.

Just look at the numbers: the hashtag #BookTok has racked up over 165 billion views on TikTok, while #Bookstagram has more than 93.5 million posts on Instagram. These aren’t just hashtags, they’re full-blown movements.

Before social media, book marketing was limited and often overlooked. Authors (especially new or indie ones) struggled to get eyes on their work without major publisher backing. Today, one viral video can launch a book to the top of bestseller lists. It's not just a new chapter in book marketing, it's a whole new story.

How Influencers Have Increased Book Sales

Book Influencer Sara Carroli started her journey on YouTube in 2019 and has 404k subscribers on her YouTube channel. She even had the opportunity to Interview popular author Abby Jimenez in a marketing effort to promote her recent release. 

This book influencer has even had the chance to be featured in author Kerri Maniscalco’s latest book series in the acknowledgements section based on how Sara helped with marketing her “BookTok” classic series, Kingdom of the Wicked.  

Sara Carroli has created a community of book lovers who are eager to hear her next read and recommendation, which contributes to the virality of books. 

Book Influencing is now a full-time job. Due to brand deals and a high amount of engagement on social media, they were able to turn this hobby into a way to support themselves. 

Why Book Influencers Work

Book Influencers have created a community of similar people. These followers view these influencers as friends, not advertisers. 

Many “BookTok” videos have gone viral overnight. Unpublished authors have had their books published because of overnight success from a viral video.

Community building is a big part of why book influencers work. “ BookTok, “"BookTube, " and " Bookstagram " have fostered discussion, created fandoms, and even created fan art and merchandise based on well-loved characters and books. 

The aesthetic of this community is what draws people in. With popular videos of annotating books, “organize my bookshelves with me”, and “read with me” videos sell a vibe, not just a product. 

The Business of Book Influencing 

Book Influencers get all the perks. Advanced reader copies (ARCs) show up at their door, they have one of the first opportunities to read the book before the release date. They also receive affiliate links, paid partnerships, and brand deals. Free books? Say less. 

We have even seen Book Influencers such as Alex Aster and Lauren Roberts write and release New York Times Bestsellers. As influencers, they already had an audience to promote their book to. 

No matter if the influencer is micro or macro, they all belong to the community. Many “BookTok” fans follow the same influencers and are always supporting new members of the community. It’s more than just a hobby. 

A Real Impact on Book Sales

When “BookTok” first blew up in 2019, one of the biggest books to go viral was The Song of Achilles by Madeline Miller.  This book was originally published in 2011 and got the love it deserved in 2020. The Song of Achilles went back on bestseller lists 10 years post-release, all thanks to the book community.

At the beginning of this year, with the release of Onyx Storm by Rebecca Yarros, the third book in the Empyrean Series, we saw fans lining up in anticipation outside Target. We haven’t seen this type of lineup for a book release since the Twilight books.  

With the hashtag #onyxstorm on TikTok, which has over 262.2k posts, the cult following is only getting larger.

This isn’t the only series to have a following this large, where influencers have contributed to these fan bases. We have seen large followings like this, such as ACOTAR, Harry Potter (which will always be popular), and more.

What Marketers Can Learn from Book Influencers

The communities that book influencers have created are valuable for the selling of books. Leveraging this community has been key for book marketers, especially when creating excitement around a new release.

People can judge a book by its cover. A strong cover that is interesting to the community is important, and even “quote-worthy” lines can spark virality. Think in visuals.

They are no longer interested in polished campaigns. This community wants authentic content. They want to see themselves in the content, and it often performs better. 

An experience is better than focusing on product features. People want to be inspired. 

Conclusion

At the end of the day, Book Influencers aren’t just talking about their favorite reads, they’re completely changing the game. What used to be a slow, behind-the-scenes process is now front and center on our For You Pages and feeds.

They're creating hype, building communities, and turning books into full-blown cultural moments.

Whether it’s a viral quote, a gorgeous annotated page, or a bookshelf organization video, these creators are proving that real connection beats polished ads every time.

For marketers, it’s a reminder that authenticity, aesthetics, and a strong sense of community can go a long way. Books have always had the power to bring people together. Book Influencers just gave that power a platform.

✍️ Written by Sophie Kramer