Are we suffering as a culture from a sort of “Influencerenza” infection that is taking over most forms of art? Is publishing these multi-platform people through traditional channels (generally reserved for those of us still living in our little “pioneer villages” of art in which we dress up in period clothes and go about our business for others to watch and think of as quaint) helping our industry compete or slowly driving it further into irrelevance?
The biggest draw for publishers bidding for books by influencers is that they have committed audiences ready and waiting. Gleam understands the importance of these figures: on its website, it lists authors’ Instagram and Twitter followings beneath their biographies. When publisher Fenella Bates acquired the rights for Hinch Yourself Happy in December 2018, she noted Sophie Hinchcliffe’s impressively quick rise on Instagram, having grown her following from 1,000 to 1.4 million in just six months. Upon publication in April 2019, the book sold 160,302 copies in three days, becoming the second fastest-selling non-fiction title in the UK (after the “slimming” recipe book Pinch of Nom).
Anyone who has harnessed such an audience to sell products, promote a campaign, or otherwise cultivate a successful personal brand is an exceptionally desirable candidate to a publisher that wants to sell books. What’s more, the mechanics of social media means the size of these audiences is easily measurable, making the authors “cast-iron propositions” for publishers, said Caroline Sanderson, the associate editor of the trade magazine the Bookseller, who has noticed a huge increase in the number of books written by social media stars over the last couple of years.