Pan Macmillan will expand Book Break, its consumer-facing book-based video brand, through collaboration with YouTube as it rolls out a “broader digital video strategy across all of its publishing divisions”.
The new strategy will see it work with booktubers and look to fill the newly created role of creative producer, tasked with “conceptualising and creating new video content” and enhancing Pan Mac’s YouTube presence. Digital and communications director Sara Lloyd said: “Working closely with YouTube, bringing outside expertise in-house, and nurturing strong relationships with vloggers will enable us to create content that is relevant, authentic and fun.”
Broadcasts will be cut in length from 30 minutes to 10 minutes but air more regularly, two or three times a month instead of once. Next week the publisher will host a “Booktube Bash” for YouTubers to network.