Creators are turning into authors, but each launch also makes you question if influencer-penned books are more prone to criticism due to the high expectations tied to their online fame. We try to understand.
Even with the enormous reach of the internet and the flood of quick‑scroll content always a tap away, we still love curling up with books. It’s almost funny that in an age where our attention spans are supposedly turning into that of a goldfish, we’re flocking back to long‑form reading. Publishing once felt like something that was only reserved for literary elites, but over the past few years, the doors have swung wide open. Anyone with passion and persistence can chase their author dream. Honestly, we’re not complaining about this cultural shift but enjoying this democratized freedom of expression. But not everyone gets to enjoy it without facing their own set of backlash.
You may have noticed that many people who have gained an audience through digital content now include "author" in their bios. At first glance, this might seem like nothing more than a smart marketing move, since they come with a ready-made audience that publishers hope will translate into immediate sales, making it appear like a win-win for everyone involved. But beyond the surface, this trend isn’t just about capitalizing on popularity, it also prompts us to rethink and question what really qualifies someone as a credible storyteller or expert today.
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It makes us ask if a loyal fan base, so used to hitting “like” on a screen, can set any book apart from the personality behind it? Unless, of course, the book is a memoir. When an influencer‑written novel or self‑help guide lands on a bookstore shelf, everyone involved in the making of it wonders whether the book can breathe on its own. That question hangs heaviest over the fans who would buy the book precisely because they know the creator, ultimately becoming the first to notice if the pages feel thinner than the persona. Every influencer-turned-author book occupies a unique position, that is burdened by their online influence and the impact of their book's story. A massive online following can lift a title onto popular lists overnight, but soon after the launch, this glow starts to fade. Readers confront the work without the filters, edits, and instant feedback loops of social media. Prajakta Koli’s recent rom‑com Too Good to Be True is a case in point where, despite the reviewers finding it pleasant, breezy, and charming, the predictability of the plot highlighted how they expected more depth given the author’s massive reach. It wasn’t a flop by any means, yet the conversation around it showed how popularity can inflate expectations.
As more creators make their way into becoming authors, the tension between each creator’s clout and the book’s standalone merit shadows every new release in this space. Every new book penned by a digital personality goes through a referendum on whether the online presence of the author can translate into lasting literary weight.
But readers aren’t invariably skeptical when a creator publishes a book. Consider chef‑creator Shivesh Bhatia, for example, who has authored four well‑received cookbooks, each grounded in his extensive, hands‑on culinary experience. That expertise lends the books genuine authority and audiences recognize and appreciate it.
The same goes for Lilly Singh’s How to Be a Bawse, which clicks with readers because it feels like an extended chat with the YouTuber herself. Each short chapter draws a lesson from her wins and stumbles, then ends with a clear action step, so the book comes across as useful rather than preachy. These books, while marketed under the name of the person behind them, stand on their own merit for their reading experience.
So, can an influencer-penned book separate itself from the persona behind it? The only answer to this is that it always depends on the book’s quality and intent. Readers may initially be drawn in by the influencer’s fame, but it's continued engagement depends on whether the book delivers value beyond the personality behind it. That said, an influencer’s online presence often overshadows their written work, especially if the book feels like an extension of their brand. If the writing is good, the book earns a life of its own. But if it falls short, the discrepancy between hype and what the book really is becomes hard to ignore, leaving both the author and audience to face the gap. An audience amassed on screens may guarantee a headline‑grabbing launch, yet it cannot guarantee longevity on a bookshelf. In such scenarios, creators must recognize that their readers can easily spot a half-hearted effort.
This ongoing push and pull reminds us that while the doors of publishing may be wider than ever, the measure of storytelling remains stubbornly traditional, which is built on sustained engagement, thoughtful craft, and the quiet endurance of words on a page.
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