Annie Arsane Mattar: Crazy About #BookTok
Date/Time: Friday 3 February 2023 09:30-10:20
Session No: 32
In a corner of Tiktok, one of the most popular social media platforms of our age, lies a channel dedicated to books and literature: #BookTok. Garnering over 87 billion views worldwide, there is absolutely no doubt it has had a significant impact both within publishing and on book sales.
Head of Business Marketing at TikTok MENA Annie Arsane Mattar will delve into the world of #BookTok and what this channel means to the publishing industry. Is it really driving book sales way beyond any other marketing strategy, platform and mediums utilised in the past? Can publishers leverage the exposure of their titles on #BookTok and appeal to their target audiences? How is TikTok's reader-centric community influencing diversity and representation in publishing both on and off the screen – and in particular in the Middle East? Is BookTok creating organic literary communities regionally, and does it diversify reading interests or push everyone towards just the most popular five books ‘everyone should be reading’? Join us to discover all this and more.
Annie Arsane Mattar is the Head of Business Marketing of TikTok Middle East, Turkey, Africa, and Pakistan. She spent most of her 16-year career honing her brand building skills at Procter and Gamble, and joined TikTok at the beginning of 2021. She established the Platform Strategy team, responsible for building the TikTok for Business Brand across METAP and then moved on to leading the Business Marketing organization. When she isn't working, Mattar spends time with her daughters, Ella and Carlie, who finally think she is cool since she joined TikTok.