Part 2: Interview Series with Book Influencers in Africa – Amyn Bawa-Allah (Lipglossmafia), Nigeria
This is the second part of our five-part “Conversation Series with African book influencers making waves in the publishing industry. Our second conversation is with Amyn Bawa-Allah, known as Lipglossmafia. She won Brittle Paper’s 2022 Social Media Influencer of the Year. Amyn freelances full-time as a community manager and content strategist. In her spare time, she reviews books, hosts a book club, podcasts, and creates literary content. Amyn is also the creator of the #SomethingBookishReadingChallenge, which comprises 24 tasks designed to expand readers’ worldviews through books.
How do you discover new books or authors to feature on your platform?
I take my research seriously, I look through book related websites like Edelweiss, Net galley, The Bookseller. I also subscribe to many publisher websites and follow their social media pages.
What formats do you prefer for book reviews (e.g., physical copies, e-books, audiobooks)?
I don’t discriminate, whichever format the publisher is able to provide is fine, as long as it’s not PDF.
How do you utilise social media platforms to drive book sales and engagement?
I leave book sales to the booksellers; I’m more interested in creating engagement and conversations around books and reading for leisure.
How do you monetize your bookstagram account? Is being a bookstagrammer profitable, and what opportunities or challenges have you encountered?
I did not monetise my bookstagram. I don’t consider it a profitable venture, but it has opened more opportunities like proofreading, editing, copy editing and content strategy for authors. The only challenges I encounter are when publishers are trying to ask for deliverables without any renumerations.
How do you measure the success of your book promotions (e.g., engagement, sales, feedback)?
Since I’m not a bookseller, I don’t have to worry about this as a bookfluencer, I’m more concerned about creating and sustaining awareness of books. My hope is that when I do this, booksellers and publishers can plug themselves and make their products visible and easy to purchase.
How do you typically collaborate with publishers and what benefits do you offer them?
As a book influencer, all the benefits I offer are already evident. When a publisher seeks to collaborate, I believe they are bringing mutually beneficial. They can leverage my voice, make me engage with readers, read the book and create conversations.
What criteria do you use to select books from publishers for review or promotion?
I have books I usually gravitate towards, but I’d read anything. At the end of the day, I’m looking for a good story.
How do you ensure your content aligns with publisher’s marketing strategies?
If they share their strategies with adequate support and renumerations, I’m open to aligning with what they have in mind.
How do you handle disagreements with authors/publishers?
I have a great personality, and I am very easy to work with. I haven’t had a disagreement with a publisher or author yet.
How can book influencers offer more support to publishers in Africa?
By virtue of existing, book influencers already provide some type of support, it’s left for publishers to redirect it towards their products and reward the influencers.
