How social media and online reviews are redefining the publishing world
In the digital age, electronic word-of-mouth has revolutionized how we discover and choose products, including books. Thanks to reviews, online ratings, and the expansion of social networks, users can access a myriad of information that influences their purchasing decisions, both online and offline.
Publishing has seen a significant impact from this change, supported by data collected by BVA Doxa with the
Digital Content Observatory, of which GMDE is a partner. Surprisingly, 21% of digital readers follow Book Influencers on social networks, while 9% participate in online book clubs. This trend extends beyond social media, with 22% of readers engaged in forums and communities and 28% influenced by video reviews.
A phenomenon that has captured global attention is #BookTok on TikTok, with over 91 billion views by the end of 2022, including more than 1.2 billion in Italy alone. This community has even brought past titles back into the spotlight and promoted new successes, highlighting the effectiveness of electronic word-of-mouth. TikTok has responded to this trend by creating the TikTok Book Club, a virtual environment for even richer exchanges among readers.
Platforms like Instagram and Twitch are emerging as new spaces for sharing the reading experience. Reese’s Book Club on Instagram, for example, has over 2.5 million followers and promotes stories with female protagonists, demonstrating how virtual book clubs can have a significant impact.
For publishers, these developments represent both a challenge and an opportunity. Leveraging social media platforms to promote titles can lead to a significant increase in sales, as demonstrated by the U.S. market in 2021. However, maintaining authenticity and earning readers' trust remains essential.
The rise of electronic word-of-mouth in publishing requires a renewed approach from publishers. By collaborating with social media platforms and adopting new business models, they can create synergies that benefit readers and the publishing industry, successfully navigating the digital evolution of publishing.
Join us in exploring these trends and understanding their implications for the future of content.
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