Are publishers reaching the right audiences with the right books on the right social channels? Understanding your target audience's age and genre preferences is crucial for shaping effective marketing strategies. Identifying the best platforms for different reader groups is essential for success.

We've summarised insights from the Nielsen blog below, and you can download their comprehensive report here.

1. Platform Popularity and Demographics: While TikTok has gained significant attention for boosting sales of genres like romance, young adult, and fantasy, other platforms remain vital for reaching broader audiences. Facebook is still the most used network among UK book buyers, although its popularity has declined. Instagram has surpassed Twitter/X in usage since 2019, showing steady growth.
2. Age Variations in Social Media Use: Platform preference varies by age. For instance, Instagram is popular among book buyers aged 16-44, while TikTok is most popular with the 16-24 age group. These age differences also influence book buying behaviours.
3. Engagement with Book Content: According to a Nielsen BookData survey, a significant number of TikTok users recall seeing book-related content, which suggests higher engagement or broader reach on the platform. TikTok users are also more likely to visit book-specific sites weekly, discuss books online, and write reviews compared to users of other platforms.
4. Reading and Listening Habits: Despite high engagement with book content on TikTok, Twitter users report reading more frequently. However, TikTok users listen to audiobooks more often, indicating different consumption preferences across platforms.
5. Genre Preferences by Platform: Each social media platform shows distinct genre preferences among its users. Crime/thriller is popular across all platforms, but Instagram and TikTok users show a higher preference for romance and young adult genres. Twitter users are notable for their interest in science fiction and fantasy (SFF) and non-fiction.
6. Implications for Marketing: The article suggests that understanding these variations can help tailor marketing campaigns to be more effective on different platforms. For example, campaigns on Instagram and TikTok might focus more on romance and young adult genres, while those on Twitter could emphasize SFF and non-fiction.

Nielsen Book Data: Book buyers and social media – reaching your readers in the right place
https://nielsenbook.co.uk/book-buyers-and-social-media-reaching-your-readers-in-the-right-place/