The #MyDarkVanessa hashtag on Instagram had over 500 posts before any release dates, and the first photo of an advanced copy was posted in March 2019. publication, had over 800 reviews and close to 2,000 ratings on the site. Goodreads now has over 90 million members ( it has grown exponentially in the last five years ). Instagram is the fastest growing social platform, and even with my small amount of followers, presses reached out to send me books to feature on my account. All that said: the publicity machine has become more visible now that social media has wrangled book people into influencers. In doing research for other debut books that have gotten giant advances, I was surprised to see Yaa Gyasi’s Homegoing was one-I hadn’t heard of the book deal that took place in 2015, but I do remember reading the back flap of the book (in an LA movie theater bookstore of all places) and wanting to buy it.
That’s because it was 2014, and I remember hearing about it from a friend, astounded at the price tag of the debut (and our mutual interest in Manson/cult narratives, it must be said). When I think about some other debut novels with seven-figure advances, like Emma Cline’s The Girls, I wasn’t inundated in the same way I was with photos of My Dark Vanessa ARCs. The performative value of reading had a social media glow up within that decade. There’s something intrinsic about bookish people finding a community online, and I’ve been on Goodreads since 2008 and started looking into Bookstagram in 2018. I do believe book publicity and marketing is changing due to the burgeoning landscapes of Bookstagram, Goodreads, and Book Twitter.
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