Before The Devil Knows You're Here
Mission
Help Autumn Krause, a YA dark romance author, increase Instagram reach and boost pre-order sales for her upcoming book.
Outcome
Successfully drove 150 pre-orders with just two Instagram posts.
Impact
Built a loyal Instagram following and converted engagement into sales.
Services
Social media strategy
Content creation
Audience analysis
The Challenge
Autumn Krause, a dark romance YA author working with HarperCollins, faced a time constraint when it came to marketing her book, as the company's support was limited to just two months before the launch.
Understanding that her target audience heavily resided on Instagram, Autumn aimed to build a dedicated following and convert readers through her promotional efforts on the platform.
Our Process
Analysis
In our quest to help Autumn Krause build a loyal audience on Instagram, we embarked on a comprehensive analysis of her current posts and those of her competitors.
Findings
Upon conducting research on various booktubers within the dark romance genre, we determined that her audience primarily comprises young adults, with a significant representation from the Gen-Z demographic.
We examined the top-ranking lists on Amazon and Goodreads for authors specializing in dark romance, fantasy, and folklore genres.
What we realized is that most of the authors weren't talking about their book, they were focusing on their life as an author.
Through thorough research, we discovered that YA dark romance readers were captivated by a "day in the life" perspective of authors and were enticed by aesthetically pleasing tropes teasing to the book's themes.
After reviewing Autumn's Goodreads, it became evident that her readers cherished the captivating visual imagery in her books. With this insight, we recommended focusing on enhancing and prioritizing the visual elements such as the cursed apples, and the gothic aesthetic to further entice her audience.
Results
By incorporating her book aesthetics and tapping into the reader's motivations, Autumn created two promotional posts that resulted in 150 pre-orders for her book.
“Pooja is helping me purposefully use my social media to launch my book, BEFORE THE DEVIL KNOWS YOU'RE HERE. Her analysis on what is and is not working for my social media campaign has helped me hone my focus and reach more readers than ever before. The research she conducts and the suggestions she makes have been truly invaluable and have equaled converting sales numbers and goals reached. I'm truly grateful!”
Autumn Krause
YA Dark Romance Author
Summary
Autumn Krause sought to elevate her presence in the crowded YA dark romance genre and generate excitement for her new book. The Content Repurposer focused on the unique, gothic aesthetic that defined her novel, using this to craft an Instagram strategy that would appeal to her target audience. By honing in on the visual and thematic elements that resonated with fans of the genre, they created a powerful campaign that not only expanded her reach but also converted engagement into pre-orders. The result was a boost in sales, showcasing the effectiveness of a well-executed, aesthetically-driven social media strategy.