WHAT IS THE ‘BOOKTUBE’ PHENOMENON??
They have been with us for almost a decade and it has been a while since the booktubers they got rid of the label of passing phenomenon. These creators of specialized reading content have become literary references for their thousands of followers, who converse with them about the works they read, together sometimes. Despite the fact that YouTube is the preferred platform for these channels, Instagram is also part of this trend with book photography accounts.
All these aspects make BookTube has ended up becoming something similar to virtual reading clubs. Nevertheless, These communities are much more focused on a young audience judging by the profile of both the booktuber as a follower. por tanto, This phenomenon can be pointed out as one of the reasons why the age group between 14 y 24 years is the most reader according to the Barometer of Reading and Book Purchasing Habits in Spain.
The youngest are the most reading age group.
As is natural, Publishers are interested in the influence of these content creators for their advertising campaigns. About its real impact, an article from the newspaper El Mundo published in 2020 claimed: "Although there are no official figures on sales growth due to the action of booktubers, An analysis by Amazon estimates that after the promotion in BookTube the book shoots up 20%”.
This form of advertising has grown so much that the Spanish Association of Advertisers and the Association for the Self-regulation of Commercial Communication promoted a code of ethics in 2020 for influencers Like the booktubers. According to these standards, It must be explained when a recommendation is genuine and when it is commercial.
Meanwhile, MelqArt media; which is the seal that unites the MelqArt Ediciones brands, Ibiza editions, EDICIONS AÏLLADES, Ibiza-Click.com y TvClick.tv; has joined this digitalization of literary promotion and is present on social networks:
https://www.tiktok.com/@melq.art?long=it
youtube.com/channel/EditorialTV
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ILLES.CAT
Online literary platform
#MelqartMedia
melq.art
sources:
elmundo.es/cultura/literatura/2020/01/04/5e0f85ff21efa0c4438b457e.html
elmundo.es/papel/cultura/2016/07/20/578f483322601ded1e8b4625.html
autocontrol.es/2020/10/09/la-aea-y-autocontrol-establecen-un-codigo-sobre-el-uso-de-influencers-en-la-publicidad-tras-la-aprobacion-del-protocolo-suscrito-con-los-ministerios-de-asuntos-economicos-y-de-consum/
culturaydeporte.gob.es/actualidad/2023/02/230227-barometro-habitos-lectura.html
Main image:
medium.com/yellowpen/booktube-y-el-consumismo-58f9135da8db
