Audible is leaning into social media and communities like #BookTok to get people to read and connect with fans.
Rosina Shiliwala, global head of social media at Audible, outlined the brand’s social media strategy at ADWEEK’s Social Media Week.
Building brand affinity—or something that stirs up positive emotions associated with Audible—is core to the company’s presence on platforms like TikTok and Instagram.
“We’re not just in the business of audiobooks, we’re in the business of immersive audio storytelling,” Shiliwala said. That requires connecting with book lovers through authenticity, humor, and irreverence.
Part of that focus comes from how long people spend with Audible’s content. Audible listeners spend more than a hour at a time listening to its content, according to Shiliwala. All told, Audible’s content was listened to for 5.4 billion hours in 2024.
Nearly three-quarters (74%) of Gen Z finds content—including their next audiobook—through social media, according to eMarketer.
Finding book fans
#BookTok is a natural place for Audible to find book lovers, which requires the brand’s team to dig through Reddit threads and TikTok videos.
“We study where fans congregate, what excites them, and how they engage,” Shiliwala said.
For example, Audible created social content around creators Oliver Mills, Yuval Ben-Hayun, and Ayamé Ponder. When the creators started posting content about each other while shooting content for Audible, fans theorized that the three were in a love triangle.
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