"Recommending via Bookstagram has become an important part of hyping a book and has an effect on a book's impact and how great an author can become," says Christoffer Holst at Printz Publishing.
He estimates that there are a few thousand bookstop artists in Sweden who put a lot of effort into appealing imagery to make an impact in the flow. His publisher is actively working with about 50 bookstop writers to whom they send out free review copies.
– We call them micro-influencers, they don't have a lot of followers, but in return they have through their personal address built up a credibility that gives their book recommendations weight and impact.
Difference between bookstagrammer and literary critic?
In a debate conducted on Sydsvenskan and in Dagens Nyheter, the question of what distinguishes a bookstagrammer from a literary critic has been raised. Critic Kristina Lindquist believes that literary criticism is not primarily about recommending books, but about creating connections with other works and thoughts. She believes that a critic must never compromise on his credibility.
"A critic is nobody's friend. You are just your judgement, it's the number one currency you have," she says.
Included in the role of being a joy killer
Bookstagrammer Amanda Almén confirms that it can be difficult to keep your distance from authors and publishers without having a strong cultural editorial team behind you.
– I wrote a bad grade for a book, then the author got in touch and was very hurt, which was very difficult.
But it is part of the role to sometimes be a joy killer, says Kristina Lindquist
"You take on a role that doesn't always go in the direction of art. You have to tell it like it is and that means that you can be disliked. Of course, there are bookstagrammers who do that kind of thing, but then I would say that maybe they are critics.