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Celebrities and Influencers Boost Book Sales and Make Reading Fashionable Among Younger Generations
A new trend is emerging in the world of literature, as celebrities and influencers promote books as a fashion statement or cultural interest. This trend, particularly prevalent on social media platforms like TikTok, is significantly impacting book sales and popularity among younger generations.
Take the case of British social media influencer Jack Edwards, who nearly doubled UK sales of Haruki Murakami’s novel by posting about it on TikTok. His influence was so powerful that bookstores began prominently featuring certain classics, demonstrating how celebrity and influencer engagement can elevate book visibility and sales [1].
Celebrity endorsements, such as those from Reese Witherspoon and Oprah Winfrey, have long been recognised drivers of book sales and visibility. Their curated picks help titles gain mainstream attention and sales momentum [2]. Influencer and celebrity endorsement campaigns work because they leverage the celebrities’ trusted image and credibility, influencing purchase decisions notably among 18-24 year olds, who report high rates of buying endorsed products. This endorsement strategy aligns with cultural evolution theories explaining how consumers follow prestigious figures [3].
Influencers and celebrities now often integrate audience insights and closely target followers whose values and interests match the promoted books, enhancing authenticity and engagement. This targeted influencer marketing fuels the popularity of books as a lifestyle or fashion statement linked to the influencer’s persona [4].
The book industry in Germany is also experiencing positive trends, with stable sales and even an increase for fiction and children's books. Meanwhile, the trend towards third books - books that are neither new nor old but have recently gained popularity - has been established [5].
Interestingly, this trend towards books as a fashion statement is not limited to digital platforms. Models at Milan fashion shows have walked the runway with books by Susan Sontag and Hannah Arendt, and there was even a brief librarian fashion trend, known as the "Librarian Core." However, some individuals, like Dua Lipa, prefer to distance themselves from new trends in fashion and electronics [6].
In conclusion, these documented trends show that celebrities and influencers actively promoting books on platforms like TikTok and Instagram are boosting book sales and making reading culturally fashionable among younger generations. This creates a more inclusive and meritocratic literary culture where books become stylish symbols of identity and community [1][2][3][4].
[1] https://www.theguardian.com/books/2021/mar/30/tiktok-books-sales-boost-jack-edwards [2] https://www.publishersweekly.com/pw/by-topic/industry-news/bookselling/article/79748-reese-witherspoon-book-club-picks-top-best-sellers-list.html [3] https://www.sciencedirect.com/science/article/pii/S0191886918302533 [4] https://www.forbes.com/sites/forbesagencycouncil/2021/04/22/the-power-of-influencer-marketing-for-book-publishers/?sh=7b770d1d27c8 [5] https://www.thebookseller.com/news/german-book-market-sales-up-1-1-2020-911420 [6] https://www.theguardian.com/music/2021/apr/29/dua-lipa-interview-future-nostalgia-coachella-fashion-influence
- Jack Edwards' endorsement of Haruki Murakami’s novel on TikTok, which nearly doubled UK sales, demonstrates how celebrities and influencers can elevate book visibility and sales.
- The fashion industry in Milan is now incorporating books, with models walking runways carrying books by Susan Sontag and Hannah Arendt, showcasing how reading can be a fashion-and-beauty statement.
- Influencers and celebrities strategically target audiences with shared values and interests, enhancing authenticity and engagement for books as a lifestyle choice on social media platforms like Instagram.
