Well, actually, it’s not quite “and now” because booktubers have been around for a while – apparently. Or, so I read in an article, sent to me by occasional commenter here Neil. (Thanks Neil.) The article is from ABC RN’s The Hub program: it contains a link to the segment on the radio program, as well as a written article about booktubers. One of the booktubers has been posting videos for 9 years! Fascinating.
Here is the link on the ABC’s website, if you are interested.
It’s probably not surprising, however, that this corner of the book-internet has escaped my notice because, firstly, booktubers seem to come, primarily anyhow, from a younger generation than mine, but secondly, and probably more significantly, booktubers apparently tend to be lovers of fantasy and YA fiction, neither of which are big (as you’ll know) in my reading diet. However, we are ecumenical here at Whispering Gums in our interest in book and reading culture, hence today’s post.
So what or who are booktubers? Well, firstly, booktubers are, if I understand correctly, a subset of vloggers (ie video-loggers). In other words, they are book reviewers who, instead of writing their reviews on a blog, present them orally via a video service like YouTube.
Some Australian booktubers
- G-Swizzel Books(Grace): Commenced 2015, with nearly 5,000 subscribers. Marvel Books, are among her special interests.
- IsThatChami (was Read Like Wildfire): Commenced in 2014, with nearly 20,000 subscribers. She seems to do more than books, but books feature in a significant number of her vlog posts.
- Happy Indulgence (Jeann Wong): Commenced in 2014, with nearly 2,000 subscribers. A recent vlog post of hers was about a book haul. Her audience is comparatively small, but she told the ABC that she also blogs and Instagrams about books, and has a good relationship with publishers.
- Little Book Owl (Catriona Feeney): Commenced in 2011, with over 181,000 subscribers. According to the ABC, she’s our most popular one. Fantasy fiction is apparently her specialty. An example is her recent vlog post on unboxing book boxes.
- Noveltea Corner (Stef): Commenced in 2014, with nearly 2,000 subscribers.
- Piera Forde: Commenced in 2011, and now has over 32,000 subscribers. earlier this month she posted a video on setting up bookshelves in her new home. She also likes fantasy, and the ABC report quotes her as saying that “Apart from BookTube, I rarely see reviews of fantasy fiction in newsletters or in the paper.” She needs to check out the Australian Women Writers Challenge, and our Speculative Fiction Round-ups. There are many many fantasy fiction book bloggers – not newspaper reviews I know, but they are written form reviews.
- Tilly and her Books: Commenced in 2014, with over 14,000 subscribers. YA and Fantasy seem to be her main interests.
You can find more Australian booktubers at The Noveltea Corner. I haven’t checked them all out, and some seem to have not posted for some time, but it’s a start if you are interested.
As well as talking about books, these bloggers seem to talk about their reading lives – about unpacking book boxes (their book hauls), for example, or setting up their book shelves. Apparently, according to the ABC, “book haul” posts are a “sub-genre wherein BookTubers name-check recent yet-to-be-read acquisitions.” Like book bloggers, they’ll do posts on top reads, or recommending books on a theme. Little Book Owl, for example, produced one last week for Halloween. Indeed, in my quick survey, I saw more of these general vlog posts, than ones specifically reviewing one or two books.
Interestingly, the three identified by the ABC are all young women. Most of those on Noveltea’s list are women (just a couple of exceptions) and another list I found of ten favourite international booktubers seemed to be all women too.
The ABC noted that publishers are recognising the influence of this “new wave of digital-native bibliophiles.” Digital natives they may be, but I’m loving that they love the printed book. Many of them, when describing their book hauls, comment on the physical book – on its feel, its look, its size and weight. And they do so with obvious passion and delight. They don’t seem to be heavily into e-books – which corresponds with some recent research which suggests that younger readers still prefer hard copy for their recreational reading.
Anyhow, back to the publishers … the ABC quotes Ella Chapman, who is head of marketing and communications at Hachette Australia. She says that the booktubers enable them to “tap into a readership that perhaps we haven’t been able to reach via traditional means.”
I’ve enjoyed my little introduction to this booktuber phenomenon, and love that there’s an enthusiastic bunch of younger readers out there communicating about books. Their focus seems to be different to mine, and their presentations tend to be a bit too fast and excited for me. I think I’ll stick to blogs, but supporting diversity in how we share and engage in literary culture can only be good for us all.
Have you come across any booktubers? And if you have, do you have favourites?