Event Recap: More from Quantum 2017

Earlier this week we shared the first half of our recap from the London Book Fair’s conference, Quantum: Consumer Insights and So Much More. Recaps of a further two sessions follow below.

Fountain of Youth: Fandom and the Power of YA Audiences

Speakers: Ashleigh Gardner, Wattpad; Clarissa Pabi, Penguin Random House; Ingrid Selberg, Consultant

Moderator: Jane Harris, Bonnier Zaffre

Young adult readers continue to captivate the attention of publishers around the world. A relatively new genre, YA crashed onto the literary scene with the publication of S.E. Hinton’s The Outsiders in 1967, said Ingrid Selberg. Over the last fifty years it has gone from strength-to-strength, and today it is a flourishing and dynamic publishing sector. YA audiences are the driving force behind some of the most revolutionary and avant-garde strategies in our digital environment. Their consumption of literary content is changing the way we publish books. This panel endeavoured to uncover the power of YA audiences with a particular focus on the role of fandom among today’s young readers. Here are a few key points that emerged from the discussion:

  • “There has never been a population more literate than today,” said Wattpad’s Ashleigh Gardner. Young people are talking about books more than ever, and they are doing it online. Teenagers are growing up in an age where having online conversations has become the norm. It is the core of how they understand and operate in the world.
  • The panel particularly recognized the importance of YouTube and social media (Facebook, Twitter, Snapchat and Instagram, among others) in the exchange of peer-to-peer recommendations.
  • The role of influencers is vital to YA readers. Influencers on social platforms are invested in establishing a community which allows them to have a direct connection to YA readers. For today’s YA audience, social is personal.
  • The #bookstagram hashtag is particularly popular among young readers on Instagram. This has fundamentally altered the way YA publishers think about their books. Teens who love books enjoy how aesthetically pleasing they are. Publishers would do well to remember this when designing their covers and take advantage of this trend to drive engagement on social media.
  • Sharing is an essential part of today’s YA culture. Audiences like to feel integrated so make sure the ability to share and discuss content is at the heart of your campaigns.
  • Don’t be afraid to experiment. Pay attention to the behaviours of your audience. If you notice a particular kind of engagement gaining steam it may well be worth re-adjusting your campaigns to be a part of the discussion.
  • Inclusivity is important for YA readers. Young people live in a diverse world and want to see that reflected in the books they read. However, the panel cautioned against the pitfalls of marketing book as explicitly ‘inclusive’ or ‘diverse’. Overtly politicizing your titles may do more harm than good. Young people are looking for stories where diversity is the norm, not the agenda. Being diverse is a part of their everyday lives. They want real stories about real people that reflect the world around them.
  • Fan fiction is a key part of today’s YA culture. Young people are going one step further beyond discussion and engagement, they are reimagining stories and sharing them with the world. When something becomes popular this is usually followed by a surge of fan fiction among YA readers. Popular TV shows and movies play a big role in fan fiction books. For instance, Wattpad reported a ton of current Riverdale fan fiction based on the popular Netflix series. Pay attention to these trends, you may be able to make them work for you.
  • What does the future hold for YA books? Horror, diverse stories and muslim romance were three trends the panel hinted may be on the rise.

 

Getting the Most out of Facebook Live

Speakers: Erin Murray, Facebook; Lisa Sharkey, HarperCollins

As we discussed in the first part of our recap, video is playing an increasingly important role in the world of book promotion. Facebook Live is an accessible outlet that presents a unique opportunity for publishers to engage directly with their readers. According to Erin Murray, people spend an average of 50 minutes per day on Facebook. 160 million Facebook users are connected to book pages, and a further 230 million are connected to author pages. Although Facebook Live is a fairly recent addition to the service, the role of video has been so transformative that Facebook is now on its way to becoming a video-first community.

Facebook Live enables users to broadcast live video to their followers. In exchange, followers can react in real time via emoji’s or comments. Since last May, Facebook has seen a 4x increase in the number of live broadcasts. Data also shows that people comment on live video 10x longer than they do on other videos. With the service now being rolled out across all 7 continents, the question is how can publishers utilize Facebook Live as a marketing tool? Lisa Sharkey spoke about the ways in which HarperCollins has used the platform to transform their strategy. Here are some best practices for publishers to consider:

  • At a time when author events and touring dates are few and far between, Facebook Live can help to bridge the gap. It allows you and your authors can broadcast your thoughts into the hands, hearts and minds of your readers, at no additional cost.
  • Cover reveals and giveaways are particularly popular on Facebook Live. They give the readers a sense of exclusivity. People love being the first to hear about something new and exciting.
  • Create dedicated hashtags for your Facebook Live events to help drive engagement.
  • Recognize that Facebook Live won’t be for everyone. Encourage your authors to make use of the platform but know that not everyone will be comfortable in front of the camera. The great thing about Facebook Live is that it is flexible. Authors can broadcast from home, at an event or even from their publishers’ office if they want some added support. Find the situation that works best for each author and encourage them to experiment.
  • Don’t sweat the small stuff. Unlike so many other parts of the publishing process, this isn’t something that needs to be planned days, weeks, or months in advance. Facebook Live allows for immediate and simple access, all you need is a phone. Sharkey said that her best advice is not to think about it too much. When something exciting comes up, or when you have news that is ready to share, go ahead and take the plunge.
  • Consider instituting themed days for your Facebook Live events. Some of the examples from HaperCollins include: Motivation Monday, Writerly Wednesday, Truthful Thursdays, and Indie Bookstore Saturdays.
  • Keep things short and sweet. HarperCollins has found that broadcasts lasting between 15-45 minutes work best.
  • Don’t fret about the quality. Sure, the production value from your phone may not be the best, but that is absolutely fine. Most people expect a close and personal interaction, and prefer it to be so. It’s more about the content and the personal feel.

04/25/2017 | Digital, Events