Launch Teams, Influencers, Book Reviewers.
If you’ve been around online book communities long enough, chances are you’ve heard those words tossed around by other readers or authors.
The terms can often cause a lot of confusion.
Since I’m in the process of forming my Influencer list for my upcoming release, Searching For You, I thought this might be a good time to clear up some of the confusion!
What is a Launch Team?
Over the past few years, most authors have formed Launch Teams (also known as Street Teams) to help them at the launch of each new book that releases. Usually these teams consist of avid readers who are excited to spread the buzz about the author’s books. The authors keep in contact with their teams via a private Facebook Group or email.
I happen to have two Launch Teams, one for my adult books and one for my YA books, and we congregate together on Facebook in special groups for my teams. I tend to keep my launch teams fairly small, adding and removing people with each new book. The large majority of the people in my groups are also my Influencers.
What is an Influencer?
In the publishing world, Influencer is often used to refer to a reader who signs up to help in the promotion of a book in exchange for a free copy of that book.
An Influencer doesn’t just agree to write a review of the book. While reviews are a big part of influencing, Influencers do SO much more than review. They share their enthusiasm about the book in countless ways (by recommending the book to their libraries, pinning the cover on Pinterest, taking pictures of themselves with the book, passing out bookmarks, etc., etc., etc.)
We all know how powerful word-of-mouth can be in marketing a book. Influencers are strategic in getting the “talk” going and can help the marketing efforts at the time of a book’s release.
As I add Influencers to my Launch Teams for each book release, I always ask those who are interested to commit to completing at least 5 influential actions from a long list of suggestions that I give them. Then once they complete their actions, I ask them to let me know what they’ve done (usually within a month of the book’s release).
I’ve found that this kind of accountability helps keep Influencers on the same page and working in a timely manner.
However, inevitably there are always Influencers who end up not liking my book. Obviously, readers can’t predict whether they’ll like a book when they sign up and agree to be an Influencer. In those cases, I ask that they do two things: 1. Give their copy of the book to someone they think might enjoy it. 2. Share at least one of the other positive reviews or blog posts regarding the book.
Influencers who don’t like my book don’t have to pretend to like it. Usually they just opt not to say anything at all rather than hurt the author’s marketing efforts. I ask them to follow the old adage: “If you can’t say anything nice, then don’t say anything at all.”
What is a Book Reviewer?
Many Book Reviewers also get a free copy of the book (either through Net Galley or the publisher’s book review program). Unlike my Influencer list which I control, I have no say in who gets a review copy of my book.
A Book Reviewer may or may not be a fan of the author. Most often their intention is to provide a helpful review for other readers. They are NOT agreeing to promote the book or author, although indirectly that can happen, particularly if they really liked the book and get excited about it. They may write a stellar review and recommend the book to others.
But a Book Reviewer can also rip the book to shreds if they don’t like it. Their job is to provide a helpful and honest review. They’re often asked to share that review in a number of different places (online bookstores, a blog, Goodreads, etc.).
In other words, a Book Reviewer’s goal is to help the READER make wise reading choices. An Influencer’s goal is to help the AUTHOR with promotion.
As I mentioned, I’m in the process of updating my Influencer list for my upcoming release, Searching For You. I already have some really awesome Influencers on my Launch Team, but occasionally I have room to add more. And this is one of those times!
If you’re interested in becoming an Influencer and joining my Launch Team, I’d ask that you make sure you understand the difference between Influencers and Book Reviewers. Then please fill out the Searching For You Sign-Up Form. Limited slots are available (even though I wish I could add everyone who’s interested!). ***UPDATE: Slots are FULL! The Form is now CLOSED.***
So what about YOU? Have you considered helping authors spread the buzz about their books? What kinds of things do you do?
Jody Hedlund
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Great post, Jody. It definitely can get confusing 🙂
Excellent explanations! Thank you!
I would absolutely love to be any of these for you! I love Christian fiction!! What is the best way to be able to get on an authors team? I am never without a book in hand so this would be so much fun for me!
Hi Angela,
The best way to be able to get on an author team is to contact authors you especially love (perhaps via their website or a facebook message) and ask them to consider you for their Influencer List if they have room. (Or keep an eye out on social media where authors will sometimes make known the availability.)
Thanks for the explanations! Very helpful! I’d be curious to know what ideas you have on your list of influential actions. One of the things I’ve been doing is participating in #bookfairies posts. I post (on Twitter and/or Instagram) a picture of an author’s book that I’ve left somewhere in the “wild” for someone to find with the hashtag #ibelieveinbookfairies. (Not always a new release since I have to purchase the book and am always looking for them on sale) I work specifically with two authors and so when I leave a book for one author, I tuck a bookmark for the other author within the pages… so I can promote both at the same time. Another thing I like to do with the bookmarks is to go into my local book store or library and tuck them within the pages of books that I think are similar as far as genre. Someone will buy a new book and maybe discover a new author within the pages. (and I don’t always stick to the Christian fiction section when doing this because… well, you never know who needs Jesus)
Hi Joy,
Your book fairies project sounds VERY creative! And that’s a really great idea to put bookmarks in similar genre books at a bookstore or library. Perhaps even in the books that you read! Thanks for sharing your ideas! I’m taking notes. 🙂
Good morning Jody, I fall somewhere in between the two. Very informative.
Thank you!
I do Net Galley to spread the news. I found new Authors through it. Very enjoyable.
I participate in all of these venues; I read, I review, I influence and I “launch” . ..it’s so enjoyable for me, because I would be reading most of the books at some point anyway . . . .influencing just speeds up the process.
The relationships formed, between authors and other readers who enjoy similar story lines, have been such a blessing and encouragement.
Ditto for me! Rebecca is also a Senior Reviewer on a couple of blogs, mine included.
Such an interesting post! I thought a Launch Team and Influencer were the same thing. I thought the Launch Team did all the things an influencer does…posting on social media, post reviews, contact library, etc. If a Launch Team doesn’t do all of that, what does the launch team do?
Hi Sherrinda,
Ha! Yes, it’s a fine line to distinguish between the two! Influencers don’t have to be on a launch team. For example, I volunteer to influence for authors because I am a church librarian and am able to spread the buzz about books in the library. But most of my Influencers are also in my Launch Team. I would say that a Launch Team is a usually a group of Influencers, but that Influencers don’t always join a Launch Team. Hope that makes sense! 🙂
Yes, Jody! It makes sense. The lines are a bit blurred, but I believe I understand the difference now. Thanks for explaining it further.
Very informative post. Thanks for giving a good description of each job. Good luck!
Thank you, Jody. This is very helpful. I fit into the reviewer slot. If I really don’t like a book, I don’t give a review. My opinion isn’t the only one in the literary world.
I love your books and look forward to reading this next one.
This post was both interesting and helpful.
Comment/Issue With Application Form – I notice the form does not let you click both responses on the last entry, the “I confirm”. I click the response that I have not previously influenced before for Jody, and then when I click the response that I will do 5 actions it removes the check mark in the first response. I have even tried to do “an edit” on my response, to no avail.
Hmmm, let me check into that and see what’s up!
I had this same issue.
I’ve done all three and I love it! It’s such a fun way to get involved with authors and help in some small way!
Great article, Jody. I have been blessed to be on your teams for years and enjoy it so much. I remember reading your very first book and thinking, wow, what a great author!
This is a really outstanding article!I have only been part of online book Communities for the last two or three years, but realize now that I am doing all three for multiple authors! My worst downfall is that I don’t read fast since I don’t have an endless supply of time, so I sometimes over-commit myself. But I have committed to reviewing every book I read, and do so faithfully!
This article is very good, and I love how you help and make clear what our jobs are as influencers, reviewers, etc. It also makes our job in supporting great authors like you much easier.
Jody,
I think this is a great explanation for new to street team or interested ones. I do think giving the team members the permission to share the book if they don’t enjoy it is a great idea. I know as influencers we’re not supposed to but I think it’s a wonderful way to introduce new authors to other readers.
I’ve been a street team member for a good number author’s and I believe this is my ministry. I adore support authors and am always tickled to be chosen for one.
Hi Andi,
I believe it is perfectly fine to give away your influencer copy. In fact, I’ve had influencers use their copies to do giveaways on their blog or on Facebook. I think selling the book for a profit becomes somewhat troublesome (because originally the book was free). Hope that makes sense!
Great post! I do all of the above! I love sharing my love and enjoyment of books with others! I’m super excited to read Searching for You!!! I’ve loved this Orphan train series. Honestly, I’ve loved all your books, Jody!! ❤️
Awesome post! I love talking books with people regardless of how I end up with my copies. I have been quite impatiently waiting for Searching for You to be released!
Although I was an influencer of one of your books and an influencer for another author as well as a beta reader for another, I found this article very helpful! Love your books and hope to have the opportunity to be on your again…
I hate that I saw this email too late. I influence for several authors but enjoyed your email. Maybe next time I will see your email in time.
I recently won one of you books , Worthy Rebel, which I read and reviewed on Amazon , Goodreads and BookBub. I usually try to review each and every book I read on these three social medias . Sometimes an author will ask for reviewers and I will agrees to review her book. I don’t usually join Facebook groups or publishers groups for free books. I do enjoy reviewing but I have my own reading schedule. I love your books and can’t ever imagine giving one of them a bad review
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I love helping authors spread the word on their books through social media and my blog.