One of the major ways I prepare for every book’s release is by forming a Release Crew made up of influencers. 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. Although 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, posting pictures of the book to Instagram, 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 form my Release Crew for each book release, I always ask those who are interested to commit to completing at least 5 influential actions from a list of suggestions I give them. Then once they complete their actions, I ask them to fill out a questionnaire and 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 everyone on my release crew on the same page and working in a timely manner.
However, inevitably not everyone who joins my Release Crew will end up liking my book. Obviously, readers can’t predict whether they’ll like a book when they sign up and agree to be a team member. So for those who read the book and decide it’s not their cup of tea, 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 other positive review or blog posts regarding the book.
Influencers who don’t like my book don’t have to gush and pretend to be enthusiastic. 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 taught to them by their mother: “If you can’t say anything nice, then don’t say anything at all.“
That saying is THE key difference between influencers and book reviewers.
Many book reviewers also get a free copy of the book (either through Net Galley or the publisher’s book review program). Unlike my Release Crew 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 draw near to the release of another book, A Cowboy For Keeps (Jan. 5, 2021), I’m once again in the process of putting together a Release Crew.
If you’re interested in joining my team (for this or future books), head over and join my Facebook Reader Room where I post sign-ups. Please note, I have limited places available on my Release Crew and am not able to take everyone who applies. But I do always appreciate readers who continue to influence even when they aren’t officially a part of the crew!
Which do you prefer, being an influencer or reviewer? Why?
Jody Hedlund
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Enjoyed reading this article about the difference between the two. While I think reviews are important and have impact, I enjoy the influence part more. When I love a book, it’s great to share that with others on social media. Sometimes influencers share on social media before having the book and I enjoy that too for authors that I know I like their writing style. As an influencer, I do an ok job of photos with physical books, but really appreciate it when authors or other influencers share graphics. Thank you for letting me be a part of your team!
I love more the influencer part. When I love a book I sometimes think I go overboard in talking about it and mentioning the authors name and book title as much as possible on my FB page and Instagram. And I always look forward to their next treasure to release. Always look forward to your stories. I enjoy reading them very much.
I like hearing about what is going on ‘behind the scenes’. I follow many influencers on instagram, and it is through them rather than the publisher that I learn about the upcoming releases. I myself would make a better reviewer than influencer.
I consider myself both. I love to lead readers to a book they may like as much as I do while at the same time I enjoy helping authors promote their books I so enjoy reading.
I joined Goodreads in 2014, and my goal is to write a review of every book I read. On several occasions, I have been contacted to review a book, but I only accept if I think it is a book I will like. I constantly keep in mind a phrase our school librarian posted over the library door, “So many books, so little time.” It really bothers me to see reviews with a one star rating. It especially bothers me to see such a reviewer go on to review another book by the same author, and definitely another book in the same series, then proceed to trash it. Not fair to the author!
Once I retired from the library, I began writing reviews as a way to help authors and I enjoy doing this. I’ve been blessed to serve on several street teams and I love being an influencer because this is part of what I did for 22 1/2 years! Patrons often asked for suggestions of what to read next and avid reader a were always needing another good book! Recently, I’ve learned to create book memes (graphics) and this has given me another creative outlet. Reading has always been my passion and promoting the joy of reading continues to be my mission. Congratulations on your new release!
I enjoyed your post about the difference in reviewers and influencers. Since I don’t like to leave a review for a book I didn’t care for, I’d say I much more enjoy being an influencer. I really enjoy promoting authors and their books, especially debut authors.
Hey Jody, this was a very informative post. I have been on numerous influencer teams over the past five or six years, but did not really understand the difference between an influencer and reviewer. In truth, I realize now that I have been primarily a reviewer. In same cases, when a specific list was provided with a request to do at least of the activities, I fulfilled the influencer role. I appreciate you sharing this because it helps me get a better grasp. Thanks, and Merry Christmas! Edward
I love being an influencer because I have a lot of book-loving friends! I love being able to recommend a great book to them and then be able to talk about what aspects of the book we love!
I enjoy being an influencer, especially when the author gives very specific points on how to get the word out about their book. On the other hand I have reviewed probably hundreds of books. Some were given free from NetGalley or by the author. The thing about being a reviewer is that I heavily check reviews before purchasing anything. Especially a book. It is so disappointing when I read a poor review about a book that I loved. Some reviewers criticize the smallest things. Yet it tends to influence others. There is no excuse for poor writing. But when the critic emphasizes the rush of a love story, I guess I don’t get it. Because the book has to come to a conclusion and sometimes that means falling in love at first sight. I hope that makes sense.
I like being an influencer because I enjoy helping authors. That’s the least we can do after getting a free book. I actually give lots of 5 stars because I don’t fill out to be an influencer unless I have read that author before or I have read enough about the book to know I’m going to like it. I love a good story no matter the time period or author.
I enjoy both aspects. Its fun to spread the word about a great novel and be part of a launch team. Love the community you find there. And as reviews help authors as well, its another part to being a reader. Its like a “thank you note” to the author.
I call myself a book reviewer, but I love helping authors promote their books especially if I love/like it. If I don’t especially with your books avoid it. Thank you for giving me the great honor to be an influencer.I already have quote collage templates ready😊😊😊😊