The literary influencer through YouTube: analysis of its communication strategy

Abstract

A new literary prescriptor has recently emerged in the digital environment, the BookTuber. The objective is focus on the content strategy of this new figure. Through the identification of the 10 most relevant booktubers in Spain, we analyze the organizational structure of the information, the contents that get more visits and interaction. The results show that a structure of content can be identified that follow a similar pattern in the cases studied, and identifies what contents are being more relevant, being able to establish a first conceptual framework on content and communication strategies to follow In social networks that impact on a young target audience where, it is possible to foment the taste for the reading activity in front of other forms of leisure.