Rare Book Monthly

Articles - November - 2018 Issue

Where Is the New Book Collector? How About on the New Social Media

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An Instagram image from ABAA bookseller Honey & Wax.

Where is the new book collector? Maybe where the young congregate? Certainly, they can be found on social media, and even the older folks know Facebook, probably even have a page and participate. The young have not quite moved on from Facebook, but its role in their lives has diminished. Instead, other social media are taking up more of their time, and the greatest growth the last few years has come from Instagram. Not so many older people use Instagram, but the young do. In a relatively short time (it was created during this decade), it has grown to encompass a billion members. If I had just one dollar for every Instagram member...

 

Instagram is a photo sharing service. I will admit to knowing very little about it. I do know it is not the one where your photos disappear in ten seconds, so you can safely send selfie porn. It's the other photo sharing service.

 

It had not occurred to me that a photo sharing service would be a place to sell books. Not only did the audience seem wrong, the capacity to sell your wares did not seem a good fit. Artwork, maybe. It is visual. Books are textual. Facebook gives you text. Twitter, for all its severe limit on the size of posts, provides text. If Twitter posts are too wordy, how can you sell books?

 

Still, there it was. An article appeared in Forbes Magazine (The Capitalist Tool) entitled "8 Tips For Becoming An Instagram Book Dealer." Obviously, some dealers are reaching their audience this way. While there are some older people on Instagram, one would assume a bookseller uses it to reach a younger audience. According to Statista, 71% of those who use Instagram are between the ages of 13-34. This is not the demographic of the typical book collector. Only 5% are 55 and up, 2% 65 and up.

 

The eight tips for selling books on Instagram are what you might expect. Selling is selling, regardless of the vehicle, and these tips are good advice no matter where you sell. They are: (1) Take great pictures; (2) Treat every sale seriously; (3) Be social; (4) Be a real person, not just a seller; (5) Be fair; (6) Reward your repeat customers; (7) Never stop learning; and (8) Support the competition. The one thing missing from this list is "Write great descriptions," but that one is not possible with the Instagram format.

 

With Instagram, you will be confronted with a page of pictures. You can choose your pictures by terms, or hashtags. The rare books hashtag (#rarebooks) will create an album of book pictures. Other book hashtags, such as #oldbooks or #bookshop will do the same. Subject specific hashtags, such as #australia, may find some books about Australia, but they are likely to be lost among all the other images relating to Australia.

 

What you really need to do is follow the booksellers you like. This way you will find out when they post new material. In some cases, this may be the only way to inquire about the book you find of interest. The result is that personal interactions with buyers are more important on Instagram than typical listing sites such as AbeBooks. Hence the advice about being personal, social, and rewarding repeat customers is particularly important when selling on Instagram. Another benefit of selling on Instagram, and dealers will love this, is because the connection is directly between buyers and sellers, there are no commissions charged on sales.

 

According to the Forbes article, at least from the interviewed bookseller, the books are mostly lower priced. Most of his sales are under $10, but have gone as high as $1,000.

 

You can read the complete Forbes article by clicking here.


Posted On: 2018-11-01 12:48
User Name: bookandpaperfairs

I couldn’t agree more. Social media is a great way to reach millennials. I have been using Facebook and Instagram to attract this elusive group to my fairs and especially my Brooklyn fair where millennials abound. Earlier this year I was eager to help one of my dealers, Adrienne Kitts Austin Abbey Rare Books, set up an Instagram account when she asked me for advice. I see that she now has 261 followers and she recently told me that Instagram has been an easy and effective way to reach new potential customers. I see that Heather O’Donnel of Honey and Wax Books, who has been on the platform for much longer has more than 2,000 followers. When you post to Instagram you can set it up to automatically post the same item in your Facebook page which is a nice feature. Social media advertising has become an important part of my media budget for my Brooklyn Fair. In my opinion, Booksellers should be using these media platforms to communicate with existing customers while attracting new customers. I am always happy to offer instruction to any dealer who wants to start using Instagram. It’s really very easy and the best part, it’s free to use.


Posted On: 2018-11-08 16:57
User Name: easystreetbooks

We use Instagram a bit. I try to post every weekday, but I've been a bit lax lately. I've gotten a few sales off of Instagram, but one of the best benefits is interacting with other booksellers. For example, I've posted questions about a book I've been researching along with pictures and often another bookseller will help me out. https://www.instagram.com/easystreetbooks/


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