The Difference Between Influencing and Reviewing

One of the major ways I prepare for every book’s release is by forming a Release Crew made up of influencers. In the publishing world, influencer is often used to refer to a reader who signs up to help in the promotion of a book in exchange for a free copy of that book.

An influencer doesn’t just agree to write a review of the book. Although reviews are a big part of influencing, influencers do SO much more than review. They share their enthusiasm about the book in countless ways (by recommending the book to their libraries, posting pictures of the book to Instagram, taking pictures of themselves with the book, passing out bookmarks, etc., etc., etc.)

We all know how powerful word-of-mouth can be in marketing a book. Influencers are strategic in getting the “talk” going and can help the marketing efforts at the time of a book’s release.

As I form my Release Crew for each book release, I always ask those who are interested to commit to completing at least 5 influential actions from a list of suggestions I give them. Then once they complete their actions, I ask them to fill out a questionnaire and let me know what they’ve done (usually within a month of the book’s release). I’ve found that this kind of accountability helps keep everyone on my release crew on the same page and working in a timely manner.

However, inevitably not everyone who joins my Release Crew will end up liking my book. Obviously, readers can’t predict whether they’ll like a book when they sign up and agree to be a team member. So for those who read the book and decide it’s not their cup of tea, I ask that they do two things: 1. Give their copy of the book to someone they think might enjoy it.  2. Share at least one other positive review or blog posts regarding the book.

Influencers who don’t like my book don’t have to gush and pretend to be enthusiastic. Usually they just opt not to say anything at all rather than hurt the author’s marketing efforts. I ask them to follow the old adage taught to them by their mother: “If you can’t say anything nice, then don’t say anything at all.“

That saying is THE key difference between influencers and book reviewers.

Many book reviewers also get a free copy of the book (either through Net Galley or the publisher’s book review program). Unlike my Release Crew which I control, I have no say in who gets a review copy of my book.

A book reviewer may or may not be a fan of the author. Most often their intention is to provide a helpful review for other readers. They are NOT agreeing to promote the book or author, although indirectly that can happen, particularly if they really liked the book and get excited about it. They may write a stellar review and recommend the book to others.

But a book reviewer can also rip the book to shreds if they don’t like it. Their job is to provide a helpful and honest review. They’re often asked to share that review in a number of different places (online bookstores, a blog, Goodreads, etc.).

In other words, a book reviewer’s goal is to help the READER make wise reading choices. An influencer’s goal is to help the AUTHOR with promotion.

As I draw near to the release of another book, A Cowboy For Keeps (Jan. 5, 2021), I’m once again in the process of putting together a Release Crew.

If you’re interested in joining my team (for this or future books), head over and join my Facebook Reader Room where I post sign-ups. Please note, I have limited places available on my Release Crew and am not able to take everyone who applies. But I do always appreciate readers who continue to influence even when they aren’t officially a part of the crew!

Which do you prefer, being an influencer or reviewer? Why?