Years ago, it seems that readers and authors were fairly separate. Books came out, readers read them, and if they liked them they recommended them to their friends. Any kind of review that appeared in print was usually from a book critic employed by a newspaper or journal. The biggest way to know if a book was popular was probably to look at the sales numbers.
With the rise of the internet, readers now have all sorts of platforms to share our own thoughts on books.
We have review sites like Good Reads, Storygraph or Fable.
We have "Bookstagram" where influencers and authors share aesthetic images and short reviews.
Reddit features all sorts of forums "recommend me a book" and "tell me what you read this week" which get thousands of contributions and reactions.
We have blogs, like this one, and Youtube (booktube) and TikTok (Booktok).
Because of these avenues - readers reviews are now much more influential!
Authors have recognized this and in addition to giving readers some advanced copies for reading and review, many have started "Street Teams" to help promote their books!
Street Teams are selected reader groups who are generally already a fan of the author. They are super useful as they can create a lot of buzz for new books coming out, by posting similar content over a variety of platforms to their own followers, rather than just the people that may follow that author.
In general a street team is going to be a hype squad for the author and their new book. It is a bit different than being just an ARC reader, where one reads the book and will post an honest review of it on various sites.
Street team members can join on line groups with other fans, are often provided with approved graphics and even sometimes some signed bookplates that they go place into the books at their local shops. (Hopefully while filming this for more buzz).
In exchange, readers on street teams usually get access to early reads, sneak peaks at new writing, and occasional swag from authors (finished copies, arc copies, apparel, book marks, stickers). Readers can use their membership on the Street Team as a "badge of honor" on socials, and many do!
It sounds great! BUT...
What if you end up not liking the book? What if you find out the author overall isn't for you? Some authors want specific posts to go out at a specific time, if you are on Book tok or Book tube these posts may not go with the personal brand you're wanting to create on these platforms. Some authors are very specific about what and when to post, and if you are very creative, this may not feel genuine. Many authors very specifically do not want any sort of negative reviews, and are very specific about when a reader can post a 3 or lower review. You can of course, stop participating, but the author was counting on you as part of the team. Stopping mid-street team campaign is of course a bad look, and authors do talk to other authors. If the author uses a personal assistant service, they may rep for other authors and you may not get a second opportunity.
And of course, you may be hugely disappointed in the swag category. Authors really do appreciate their street teams, but they aren't usually big publishing houses, so the very cool branded hoodie, hat or book tote may only go to one of the group, and it may not be you - even if you do post the most, or have the highest number of views etc.
I decided recently to join a Street Team for Ruby Dixon's upcoming Book - Villain Origin Story. Let's chat about why I decided this would be right for me.
I've read well over 10 of Ruby Dixon's novels and while I have some favorites (and some non-favorites) I really love her stories and find them to be ridiculously relaxing between more serious reads. I knew I was excited about her book, and would have no problem promoting it. I would have promoted it without being on the team! Having read so many of her prior works, I feel that this book is unlikely to go in a direction that would clash with my reader values.
I know Ruby's stance on AI, and I am in agreement with her stance. (NO AI generated images) so I knew I'd be comfortable with making all my promotion clips and images human generated.
Ruby Dixon is an author I already post about on socials so, suddenly promoting a new book is a natural progression, and doesn't take my social accounts in an unexpected direction- in other words, my viewers are expecting posts like this.
I have had good interaction with her PA group and know that they are easy to work with. They usually request creation of posts within a reasonable time frame, providing templates and key points about the books, but also allowing the creator to create their own creations as well.
Am I hoping for some amazing Ruby Dixon Swag? WELL HECK YES!!!!!!!! Will it happen? It may not. Ruby is wildly popular and I am sure a lot of folks joined up. But I know I've got a chance!
So, if you're going to join up on a street team - here are my thoughts.
- Pick an author you know. Make sure you've really liked several of their books, so it's easy to promote them.
- Make sure you agree with their creative stance and vision. Some Book tokkers were a little embarrassed recently when it was noted they were enthusiastically reviewing AI generated books, while stating that they were against AI. You don't want your street team activity to damage your own brand on socials.
-Read the expectations carefully. If you are a busy parent with a career who likes to post occasionally, this may not be an opportunity that ends up being fun for you.
If all of these things line up for you- Take the Plunge! You'll get access to fan groups and get to meet lots of folks who like the same books you like! Custom designed graphics can make post creation easy for those days when you don't feel the *Spark* and you'll get early access to a book you were likely going to read anyway.
Have you joined a streeet team? How was your experience?