Can YouTube help you sell more books?

Worried about selling your book? YouTube might help.

Today, we’re discussing a report from Nielsen Data. It asks, “Can YouTube help you sell more books?” We’ll also answer questions like:

What do readers look for before buying a book?

What encourages them to read more?

What kind of books do they prefer?

Let’s dive in!

WHY YOUTUBE STANDS OUT

Several factors make YouTube particularly effective for promoting books:

1. Longer Shelf Life

YouTube videos last longer than those on platforms like Instagram Reels or BookTok. On those platforms, a video might gain traction for a few days and then lose visibility. But on YouTube, uploading a video is like planting a tree: it takes time to grow, but once mature, it yields fruit consistently. The more videos you post, the more benefits you reap.

2. Organic Growth

Videos on YouTube grow organically through the platform’s recommendation system. If your content is similar and perhaps superior to a popular video, there’s a chance YouTube will suggest your video to viewers.

3. Passive Growth

Once uploaded, a YouTube video continues to garner views even while you’re asleep or working on your next project. This contrasts with platforms like BookTok, where constant posting is required to maintain engagement.

4. Search Engine Advantage

YouTube is the world’s second-largest search engine after Google. Your video might appear in search results if someone is seeking related content. Additionally, YouTube videos rank higher on Google than content from BookTok or Instagram Reels, offering an added advantage.

What does the report says?

More young people find out about new books on YouTube than on TikTok, says a study by Nielsen BookData.

They did a survey in November 2022 and found out that:

• 34% of young people (14-25 years old) use YouTube to find books.
• TikTok is close behind with 32%, and Instagram is at 27%.
• 33% go directly to online book stores.
• Even though TikTok has “BookTok” where people talk about books, YouTube has “BookTube” where people do the same.
• Most of these young people (71%) visited YouTube in the past month for various reasons.
• Jackie from Nielsen said with so many using YouTube, it makes sense they’d find books there too.
• In 2022, these young people in the UK spent about £496 million on around 61 million books. 
• About 45% read just for fun every week, and 17% read every day.
• But 70% use social media daily.

When it comes to the type of books they like:

• 36% love “Fantasy action/adventure”.
• Others like “Crime/thriller”, “Funny stories”, and “Science fiction/fantasy”.
• Only 11% like books about the world and different cultures.
• 12% are into books on current issues.

What would make them read more?

• Better books (34%).
• Having a reading habit (30%).
• Spending less time on social media (26%).

When buying books, they look at:

• The book’s description (46%).
• If they liked the author or series before (35%).
• How the book cover looks (31%).

Lastly, younger teens (14-17) aren’t too worried about money affecting their book shopping. Only 17% of them said they’d buy fewer books to save money. But for the 18-21 and 22-25 age groups, it’s a bit higher with 31% and 29% saying they’d cut back on book shopping.

SHOULD YOU START A YOUTUBE CHANNEL?

Not necessarily, but if you’re up for it, it’s a good idea. There are two strategies you can employ to gain views and sales from YouTube without managing your own channel:

1. Engage with BookTubers:

Connect with BookTubers and request book reviews. If you have a budget, you might consider sponsoring a promotion. In sponsored promotions, the BookTuber will mention your book and provide a purchase link.

If they agree to review your book for free, consider it a bonus, as promotional partnerships can be expensive.

Please consider when reaching out to a booktuber:

• Target BookTubers who focus on your genre.
• Research thoroughly before committing financially.
• Prioritize genre alignment over subscriber count. Your content might just go viral!

2. Book Trailers:

Consider launching a book trailer. You can either create one yourself or hire professionals. Book trailers act as lasting promotional tools.

If you’re on a budget, Visdon Media is a reputable service, having produced over 150 trailers. They also post the trailer on their youtube channel to get some extra exposure to the author.

Here is what author Thomas Bengino has to say about it:

Explore their portfolio on their official website – visdonmedia.com

Conclusion

Harnessing the power of YouTube can be a game-changer for authors looking to promote their works. Whether you decide to venture into the platform or leverage its existing community, there’s undeniable potential in this space.

If you found this guide useful, please share it with others who might benefit! And for more insights and tips on book promotion and the world of writing, subscribe to the AuthorValley newsletter.