Tandem Collective to host TikTok training for authors

Marketing agency Tandem Collective has announced plans to host its first ‘Author TikTok House’ with Amazon Publishing.

This weekend (27th and 28th April), Tandem will be working with six authors with the aim of “empowering them to manage and grow their own TikTok accounts in order to better reach their reader community”.

Amanda Prowse, Donna Alam, Claire McGowan, Caitlin Devlin, Dreda Say Mitchell and Ryan Carter are the Amazon Publishing authors taking part.

The two days will comprise training sessions, creative challenges and an influencer lunch with 30 TikTok creators, plus a talk by leading “BookToker” Francesca Pavis.

Lex Brookman, project manager at Tandem Collective, said: “When we think of creative book-marketing campaigns for TikTok, the focus is generally on the content creators rather than the authors.

“This weekend, by contrast, the spotlight will be on the authors. We will be working closely with them to gain quiet confidence in mastering how to tailor content so that they can become creators for TikTok in their own right, and better engage with the wider BookTok community. We hope this will be the first Author TikTok House of many.

Tandem’s campaign manager Char McCallum added: “We’ve worked hard to provide a home away from home for our authors and creators. A place where both comfort and growth are at the forefront of our minds. We want our authors to be engaged and excited to learn about Tik Tok, and providing a safe, comfortable space for them to learn will certainly help that along."

Rebecca Hills, senior author branding manager at Amazon Publishing, said: “As a team we are always focused on empowering outstanding storytellers and connecting them with readers, and this is just one of the ways we’re supporting our authors to do so this year. We can’t wait to bring together our authors and members of the BookTok community to learn, collaborate and create exciting original content.”

Mouncif Faqir, director of Amazon Books, Europe, added: “Innovation is in our DNA at Amazon, and this first-of-its-kind event is a great example of how we’re continuing to look forward while keeping our focus firmly on our authors. It looks set to be a great event.”