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With the desire to keep up with the times and reach out to a young audience, more and more publishing houses are turning to the stars of social networks and publishing their writings. Deciphering a trend that can pay off big.
The numbers give the spin. Nowadays, Always more, my method + = +, published by the influencer and blogger of 23 years Léna Situations (Léna Mahfouf of her real name) at the end of September, has sold 350,000 copies. Not to mention a collector’s edition, with a glittery cover, released in December 2020 on the occasion of the end of the year celebrations, which has sold 40,000 copies. Aurélie Ouazan, its editor at Robert Laffont, says: “We wanted to publish an influencer in order to target the teenage audience beyond fantasy or so-called literature. young adult. We called in a specialist agent who suggested we meet Léna. ” Banco! And once more. On October 14, the publishing house published In harmony, from Camille to Noholita, by Noholita (Camille Callen), 30, followed for her beauty, fashion, decoration advice and her passion for astrology by a million people on Instagram. “It’s kind of a diary of my life. I started writing it long before Lena’s book came out [Situations]. Let’s just say that the success of the latter confirmed me in the idea that I was making the right choice ”, indicates the young woman whose first steps in the edition are also piloted by Aurélie Ouazan, after having been approached by several publishing houses, like many of her peers.
“Highlight our modernity”