Why African Book Influencers are left out

Many African authors or writers choose to publish their books outside Africa because of the weak local publishing industry. Some also choose western publishers because of the author - publishers percentage. Western Publishers also have the advantage of better marketing strategies. It’s no surprise that most of the new era authors are published by esteemed publishing houses such as Penguin Random House, Anchor Books, MacMillan, Penguin Books, Pushkin Press, Little Brown and Company, One World Publications, Viking Books UK, Riverhead Books among others.

In recent times, African authors and books published in Western Countries have gained significant popularity sweeping notable literary awards and being shortlisted for prestigious awards. Around the world, African books have become instant bestsellers selling out in international bookstores in less than a month. This is because people around the world are curious and excited to read and learn about the African experiences, both in and outside Africa.

However, the other end of the rope is that Book Influencers and Content Creators in Africa who can greatly influence sales and promote the books locally are not considered in marketing and promotion strategies. Marketing and promotion strategies are focused on Influencers in the UK, US and Canada. Publishers have partnered with western Influencers to create a buzz and drive sales. Publishers prioritize western readers who cannot relate to the stories or aren’t interested in them. Little or no attention is given to Book Influencers in African countries.

Let's not forget that African Book Influencers are those who go the extra mile to celebrate stories about Africa. They become the ‘evangelist’ of the African books singing praises of African books to the local communities they influence. Also, African Book Influencers are those who put other Western Bookstagrammers on some amazing African titles.

The question remains “why are African Book Influencers left out in marketing and promotion strategies?”

Experiences of the African Bookstagrammer:

I joined Bookstagram in September 2019, I did not know about ARCs and Review Copies until I stumbled on Booknest. I went through her page and drafted my first letter requesting review copies. In 2020, I sent the letter to about 20 publishers in the US, UK and Canada requesting books in exchange for an honest review. 15 letters were unanswered, and 5 publishers responded stating that they do not send to Africa because of distribution rights. I got my first review copies in December 2020 and the subsequent ones this year. I casually posted my experience with western publishers on my Instagram story, and I got a lot of feedback from other African Bookstagrammers with similar or worse experiences.

Where is the diversity?

Many western publishers have embraced Black, Indigenous and People of Colour (BIPOC) authors to promote diversity in the book industry. Diversity has given rise to books by authors from marginalized or under-represented groups writing about their own experiences/from their perspective - own voices.

Though many western publishers boast of diverse authors, I have observed with concern that Influencer Programs lack diversity. Let’s start with the application to be a book influencer for western publishers. The opportunity is given to only western Book Influencers. Just recently a Bookstagrammer sent a copy of the form by Astra Publishing House to fill in to join their Influencer Program. At the end of the form, there was a big note that read “For US and UK only" This isn’t the only publisher that has limited their Influencer Programs. And I must say, if the publishing house has diverse authors, then they should consider diversifying their Influencer Programs as well. Publishers should consider bringing on board and embracing all influencers.

Distribution Rights:

Another thing publishers are using as a veil is distribution rights. Most African Influencers have heard this story or should I say excuse yet on the publication day, these same books from these same publishers will find their way (irrespective of those rights) to the new books section of the local bookstore. When it comes to selling then there are no distribution rights but when it comes to ARCs and Review Copies for African Bookstagrammers then there are distribution rights. Earlier this year, when Peace Medie’s His Only Wife was announced, I quickly sent an email to UK publishers to secure my ARC, I was denied the opportunity with the excuse of distribution rights. On Publication Day, I was amazed to see the UK publishers copy sitting pretty at the new books section of our local bookstore in Accra.

Sorry, we don’t send to your country:

Oyinda, a popular Nigerian Bookstagrammer shared her experience with me. According to her when she reached out to a UK Publisher their response was “sorry we don’t send review copies outside the UK” but was later told by another Nigerian Bookstagrammer that the same UK publisher reached out to her to offer her a review copy. Why lie, you may ask. The lies and excuses are hurtful especially when you find out the truth. If the publisher had stated that another Nigerian Book Influencer was selected, I am sure Oyinda would have felt better. We cannot all be on your Influencer Programs; we understand that so please be honest about it.

Ghosting and Unanswered Emails:

If you are an African influencer and you’ve been ghosted before, just know that you are not alone. All of us have been promised a book and I am sure we will die behind our laptops staring at unanswered emails waiting for books to miraculously drop from the sky. I requested a copy of Sankofa by Chibundu Onuzu, the publishers promised to send a copy, it’s been 6 months and I am still waiting. Not to talk about the unanswered emails. Ask every African Book Influencer who is in the business of requesting books and I am sure you will find several unanswered emails.

The Author’s Influence:

A few weeks ago, I reached out to a Ghanaian author who announced that her second book was going to be published in the UK. I sent an email to the publishers, and they haven’t gotten back to me, so I reached out to the author asking her for ARC. This is her response "Unfortunately this is out of my hands; I will check with the publishers and give you feedback". According to Benedicta a popular Ghanaian bookstagrammer, in as much as we are blaming the publishers, authors should also be held accountable. Do they mean they don’t see what’s happening and where their books are going? Why don’t they have a say in who receives ARC and review copies?

Bookstagram is the leading platform for essential marketing and promotion strategies for Publishers. Bookstagrammer's have a significant influence on readers and sales by creating hype and buzz on social media platforms.

In recent times, African bookstagrammers play the role of helping people discover African Literature and their role in the marketing and promotion of African books is essential. There is a big gap in building a connection with Book Influencers in the African communities. Western publishers deliberately leave African Book Influencers and Content Creators out of their marketing and promotion strategies. It is quite clear that even though publishers have pledged to support diversity, the lack of diversity is glaring. We cannot shout #WeNeedDiverseBooks and #OwnVoices when African representation and inclusion in Influencer Program is small, unimportant, and not worth consideration.