Russian Booktube: Content Strategies of Literary Video Bloggers

The paper explores the strategies employed by Russian video bloggers on YouTube to present and promote books. This topic is increasingly relevant due to the rising popularity of book video blogging and its significant impact on literature promotion. The study aims to analyze the various presentation strategies used by Russian BookTubers. Five prominent Russian YouTube channels dedicated to book reviews were selected for this research: PolinaPars, BooksAround Me, Yulia Volkodav, Reading Pryanichek, and varya. The methodology combines qualitative content analysis, classification of promotion strategies into universal, specific, and mixed categories, and a comparative analysis of presentation formats. Results show that larger channels tend to blend advertising integrations with subjective book reviews, while smaller channels emphasize personalized recommendations. Key trends identified include increasing commercialization, the growing popularity of short-form video content, and a rising demand for expert literary analysis. Special focus is given to hybrid formats such as seasonal book selections and literary marathons, which creatively combine entertainment and information. The study’s practical value lies in its applicability for publishers and bloggers aiming to enhance book promotion effectiveness. Future prospects for Russian BookTube involve expanded cross-platform collaboration and deeper niche specialization, fostering more targeted and interactive literary communities.