5-Part Interview Series with Book Influencers in Africa
African Book Influencers are shaping the continent. As digital platforms and social media increase literature’s accessibility, book influencing’s impact on sales is expected to grow, shaping public opinion and inspiring change. Innovative marketing strategies are now essential, with influencer marketing playing a critical role. We have interviewed prominent book influencers across Africa to gain insights into their work.
Our fourth conversation is with Tricia McCarter is a digital creator whose platform is a resource for readers searching to expand their knowledge in Caribbean and African literature to promote Caribbean and African authors.
How do you discover new books or authors to feature on your platform?
On social media, I’ve made an effort to follow as many book publishers as I can as well as many authors who’s writing interests me, so mostly Caribbean and African writers. I also follow literary festivals, such as Bocas Lit Fest and Ake Arts and Book Festival, and other bookstagrammers who’s opinion I respect. Recently, I’ve curated my email subscriptions for organizations such as The Center for Fiction and the PEN/Faulkner Foundation to keep abreast of new books. Brittle Paper is an incredibly great resource on African literature. I just try to immerse myself as much as possible.
What formats do you prefer for book reviews (e.g., physical copies, e-books, audiobooks)?
Physical books are my preference because I can annotate with my thoughts easier this way. I tend to read books analytically most times and being able to flip through printed pages to organise my thoughts for a book review is the most convenient option for me.
How do you utilise social media platforms to drive book sales and engagement?
Honestly, I don’t think about sales or engagement necessarily. It’s more about advocating for Caribbean and African literature. Highlighting these stories and cultures to make others more aware. If that drives sales and engagement, then that’s good too.
How do you monetize your bookstagram account, if at all? Do you consider being a bookstagrammer profitable and what opportunities or challenges have you encountered in this regard?
I’ve never tried to monetize my bookstagram account personally and it’s because I see myself as an advocate for Caribbean and African literature. This is actually a bit of a tricky topic in the bookstagram space over the last few years. I can say that for myself, I prefer to not profit because I want to retain the integrity of my opinions. However, I understand those who choose to because content creation is hard work that needs to be respected.
How do you measure the success of your book promotions (e.g., engagement, sales, feedback)?
I don’t, at least not in the marketing sense. If I read a book and post about it on my platform and someone is influenced to read it or to become more acquainted with that author’s work or the topic of that author’s book, then I was successful. I don’t see myself as an influencer, but more so an advocate for African and Caribbean stories.
How do you typically collaborate with publishers, and what benefits do you offer them?
I don’t have much experience collaborating with publishers.
How can book influencers offer more support to publishers in Africa?
I have seen bookstagrammers support African literature in different ways, including hosting authors on their accounts and even being moderators of panels at literary events. I do think the opportunity exists for a mutually beneficial relationship between parties to support African authors and their work.
