If you’re in beauty, wellness, fashion, or lifestyle, chances are your feed is already filled with influencers showing off products, routines, and must-haves of the season. But there’s one corner of social media you might be overlooking — and it’s growing faster than you think. Welcome to the world of book influencers.

#BookTok and #Bookstagram aren’t just about reading for fun anymore. With over 120 billion views on TikTok alone, BookTok has turned quiet reading moments into a full-blown cultural movement. In fact, it helped sell more than 20 million printed books in 2021 and even more in subsequent years. That’s not just impressive — it’s transformative.

But here’s the real surprise: book influencers aren’t just moving books. They’re driving trends, setting the tone for aesthetic choices, and creating emotional, story-driven content that resonates far beyond the publishing world. These creators have built deep trust with their audiences, and when they recommend something — whether it’s a novel or a night cream — people pay attention.

This isn’t about jumping on a trend. It’s about seeing book influencers for what they truly are: some of the most passionate, creative, and community-driven voices online. And for brands ready to think a little differently, that opens up a whole new kind of opportunity.

The Famesters influencer marketing agency experts have crafted this article on book influencers and how to work with them for maximum profit for you. Read on to learn more!

Why book influencers are a smart bet (even if you’re not selling books)

You don’t need to be in publishing to benefit from the power of book influencers. In fact, some of the most exciting brand moments are happening outside the book world — all thanks to the unique way these creators connect with their communities. Here’s why working with them might be one of the smartest moves your brand can make.

1. Built-in trust and emotional storytelling

Book influencers don’t just “post.” They share emotional reactions, plot breakdowns, and personal reflections that hit home. That kind of storytelling builds credibility — and it drives action.​

According to a survey by The Publishers Association, 38% of young people prefer BookTok for book recommendations over suggestions from family and friends. 

And it shows: when BookTokers cry on camera over a novel’s ending, those books fly off shelves. They Both Die at the End by Adam Silvera sold over 300,000 copies in 2021 alone, four years after its original release — mostly because of TikTok buzz. ​

2. Ideal for identity-driven, values-aligned branding

BookTok isn’t just about fiction — it’s about identity. These creators spotlight everything from queer romance to climate fiction, from Black authors to stories about neurodivergent characters. That makes them powerful allies for brands aligned with real values.​

A Nielsen report found that 52% of U.S. consumers purchase from brands that support causes they care about. On BookTok and Bookstagram, those values aren’t tacked on — they’re embedded in the content. Influencers like @thestackspod and @aymansbooks build loyal audiences by speaking up and standing for something, not just by posting pretty covers.​

3. Unique crossover potential

Book creators are expanding fast into adjacent content: skincare, candles, coffee, clothing, home decor. The trend isn’t random — it’s rooted in how reading is consumed. People want to feel something when they read, and the products they use while reading become part of that experience.​

Take cozy aesthetics. A report from Klarna showed that 40% of Gen Z and 31% of Millennials say diversity and inclusion are the most important brand values when shopping for beauty products. That’s why you’re seeing candles, robes, teas, and throw blankets becoming as much a part of the reading moment as the book itself.​

4. Their influence actually converts

The numbers don’t lie. As mentioned in the beginning, BookTok helped drive the sale of 20 million printed books in 2021 in the U.S. alone — a 25% jump in young adult fiction sales year-over-year. ​

Barnes & Noble even created BookTok tables in stores and credited TikTok for the return of in-person book shopping. ​

What does this mean for you? If a 30-second video can push a four-year-old paperback to the top of the New York Times list, imagine what it can do for a skincare product, a wellness app, or a fashion drop that taps into the same emotion and storytelling.

6 creative brand categories that can collaborate with book influencers

Some of the most natural brand collaborations come from the adjacent worlds readers already live in. If your product plays a role in someone’s reading routine — or enhances the mood that stories evoke — you’ve got a seat at the table. Here are six types of brands that can team up with book influencers in ways that feel seamless, not salesy.

1. Fashion & loungewear

BookTok is fueled by aesthetics. Whether it’s “dark academia,” “cozy fantasy,” or “cottagecore,” style is part of the story. Creators are constantly posting “what I’d wear in this book” videos, unboxing themed outfits, or wrapping themselves in oversized sweaters while reading spicy romance. Loungewear, fantasy-inspired accessories, and layered, comfy looks are the unofficial uniform of BookTok — and they’re always camera-ready.

2. Wellness & skincare

The overlap between healing books and self-care rituals is real. From “books that saved me” to “my mental health TBR,” emotional wellness is a huge theme across BookTok and Bookstagram. Skincare brands fit in naturally here — especially with creators who film “wind-down” routines alongside their current reads. Think: serums and sheet masks next to a paperback and a cup of chamomile. It’s intimate, visual, and surprisingly powerful.

3. Food & beverage

Tea and books. Wine and books. “Reading snacks” and books. These combinations are already baked into BookTok culture. Some influencers even create entire themed menus based on the books they’re reading. There’s real opportunity for beverage brands, snack makers, and boutique food products to show up here — not as ads, but as part of the experience.

4. Home decor & aesthetics

Reading is as much about the setting as the story. That’s why bookshelf tours, cozy nooks, ambient lighting, and candles are such consistent hits on literary social media. Brands that sell decor, lighting, storage, or sensory items like home fragrances and handmade candles can tap into this effortlessly. There’s a reason “BookTok made me do it” candles are now a thing.

5. Tech & productivity

Readers love tools that help them annotate, track their TBR (to-be-read) piles, or build routines around reading. Digital journals, productivity apps, e-readers, and even styluses or reading lamps are all welcome here. The key is not pitching “tech,” but showing how it enhances a reader’s time — how it fits into the slow, thoughtful rhythm of book life.

6. Subscription & DTC products

Bookish subscription boxes are already a booming category — but there’s still so much room for growth. Brands that offer custom apparel, scented candles, bookmarks, mugs, or even fandom-inspired merch are right at home. A reading hoodie that matches your favorite romantasy heroine? A candle that smells like your favorite fictional forest? Yes, please.

How to partner with book influencers

Collaborating with book influencers offers brands a unique opportunity to connect authentically with engaged audiences. Here’s how to approach these partnerships:​

1. Think thematically, not literally

Align your product with the themes or genres that resonate with the book influencer’s niche. For example:​

• Candles and horror novels: Enhance the eerie ambiance of a horror story with themed candles.​
• Loungewear and romance: Promote cozy pajamas that complement a romantic reading session.​
• Bath products and fantasy: Offer bath salts that transport readers to a fantastical realm during their soak.​

This approach ensures your product becomes an integral part of the storytelling experience.​

2. Start small, test and grow

Begin collaborations with micro-influencers on BookTok and Bookstagram who boast high engagement rates. Their close-knit communities often yield authentic interactions. As you gauge the effectiveness, consider scaling up to influencers with larger followings.​

3. Leverage seasonal or thematic trends

Tap into existing trends or seasonal themes to make your collaborations timely and relevant:​

• “Back to school reads”: Partner with influencers curating book lists for the academic season.​
• “Autumn aesthetics”: Collaborate during the fall to feature products that complement cozy reading sessions.​
• “Summer beach reads”: Align with influencers promoting books ideal for summer vacations.​

Syncing with these trends helps your brand remain top-of-mind during key moments.​

4. Prioritize narrative-driven content

Encourage book influencers to weave your product into their personal stories or routines:​

• Morning rituals: Showcase how your coffee brand complements their early reading sessions.​
• Evening wind-downs: Highlight how your skincare products are part of their nightly routine alongside a good book.​

Storytelling fosters a deeper connection, making the promotion feel organic rather than transactional.​