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 with publishers and authors, and their passion for literature. Our first conversation is with Cindy Allman of BookOfCinz. She is of Jamaican origin living in Trinidad & Tobago. She started the BookOfCinz platform to encourage people to read more, read widely, and read Caribbean. She has been featured in Oprah Magazine, Smile Jamacia TVJ, Pop sugar, Marie Claire Magazine, Random House Publishing etc
How do you discover new books or authors to feature on your platform?
Cindy Allman: It is a mix of things, I subscribe to publisher newsletters, I am following Indie publishing house, I also follow a lot of Bookstagrammers whose taste I trust to introduce me to new books and authors.
What formats do you prefer for book reviews (e.g., physical copies, e-books, audiobooks)?
Cindy Allman: Physical for sure. I love holding a physical book and getting to make notes in it- yeah, I know… blasphemy!
How do you utilise social media platforms to drive book sales and engagement?
Cindy Allman: I try to make the book sound as interesting as possible and if I love a book, I think my enthusiasm shines through. I also ensure that I have a link to where people can purchase the book, so it is easy for them to make the next step.
“How do you monetize your bookstagramme account? Is being a bookstagrammer profitable, and what opportunities or challenges have you encountered?
Cindy Allman: I don’t think being a Caribbean Bookstagrammer is profitable, I think access has a lot to do with it but also, publishing decides who to spend money on. In a year I will make $2000USD overall from Bookstagram. I do have a Patreon account but that is mostly to keep BookOfCinz running- paying the Librarian, Mailchimp & Gmail subscription etc. I would say it’s been challenging just getting an ARC written by a Caribbean author shipped to me in the Caribbean, so access is a big thing before I can even talk about monetization.
How do you measure the success of your book promotions (e.g., engagement, sales, feedback)?
Cindy Allman: I measure success of my book promotions when I get feedback from people saying they read a book I recommended. Also, every last Tuesday of the month when I meet for book club and I see over 60 persons joining to discuss the book, it means at least 60 persons bought a book I recommended.
How do you typically collaborate with publishers and what benefits do you offer them?
Cindy Allman: I am generally sent ARCs from publishers which is great because I love featuring new authors, Caribbean authors and African authors on my platform. I think the major benefit they get is a platform of over 155,000 persons hearing about a new book.
What criteria do you use to select books from publishers for review or promotion?
Cindy Allman: It has to be a book I am interested in; it must be shipped to me in the Caribbean, I have to love or at least enjoy the book before I can promote it.
How do you ensure your content aligns with publisher’s marketing strategies?
Cindy Allman: I don’t think about publisher’s marketing strategy when I am creating content, unless it is a Caribbean or African indie publishing house, I do try to ensure I feature the books more.
How do you handle disagreements with authors/publishers?
Cindy Allman: I can’t say I have had major disagreements, with authors and publishers. I have encountered authors saying I was a bit too negative with a review I did for their book. I generally let persons know this was MY opinion and I always encourage people to read the book for themselves.
How can book influencers offer more support to publishers in Africa?
Cindy Allman: I think they can reach out to publishers on the African continent, see what they list of releases look like, add their books to book club picks and engage with the authors.
