When I decided to pursue a career in publishing, social media had never occurred to me as a road that could be taken. However, when Jasami Publishing offered me an internship working on social media for their YA fantasy novels, I jumped at it. Like many on the cusp of Gen Z and Millennial, I practically grew up on social media. I remember Snapchat being born, the transition from MSN to Messenger, and a time before Instagram had Stories. It’s a pastime that I have spent significant hours of my life with, so getting the chance to use it in a professional capacity, on my favourite genre of literature, I couldn’t say no.  

For once, social media’s usual bad reputation for being addictive and for harbouring jealousy teenagers was outshone by an amazing group of people who were simply using the platform to share something they love

Finding my feet again

Two years ago, before I had decided on pursuing publishing, I had no idea what I wanted to do. On a whim I downloaded TikTok, which introduced me to a world of likeminded bookworms who were constantly creating amazing bookish content and giving recommendations. On the back of this, I found my passion for books again after going through a years long reading slump. I have social media to thank for helping me find my way in an uncertain time of my life. For once, social media’s usual bad reputation for being addictive and harbouring jealousy among teenagers was outshone by an amazing group of people who were simply using the platform to share something they love. This is what I want social media to be, and what I strive for when creating any content of my own. 

Professional vs Personal

Creating a professional social media compared to a personal one is more difficult than it looks, however. There are many more factors to consider, such as: whether the feed has a general aesthetic, if there is a colour scheme to follow with posts, when each post should be made live, and much more. Many companies already have a strong brand identity and will want their social media accounts to reflect this. However, that’s not to say it can’t be fun. In my experience, the brands that have the highest views, the most likes and customer interactions are the ones that don’t focus too heavily on pushing a product. Instead they create content that matches current trends. Companies like Duolingo, a language learning app, use social media in a more authentic and entertaining way in order to keep up with trends and engage their customers. It works, as the brand’s TikTok account has over three million followers, with some of their videos garnering over twenty-five million views.  

a popular trend that Duolingo adapted to make relevant for their products, with over 25 million views

Working at Jasami

Working on social media for Jasami has taught me that it’s much more beneficial when it’s a collaborative endeavour. Having people to bounce ideas from, or brainstorm, or to help with a technique, like video editing, that you haven’t implemented before is incredibly important in order to create a well-rounded and creative campaign. It’s often hard to think up ideas on your own so knowing you have a team to help you is crucial. I’ve been lucky enough to have a small team of two to work with, and the help and encouragement they provide has made the experience much more positive. We hope to create imaginative and fun content, so that readers feel inspired to pick up the book and enjoy it.

There is a lot that goes into social media for brands so next time you laugh at, enjoy, or interact with a company’s social media, spare a second to be grateful for the person creating the content behind your screen.