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BookTok

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Popular BookTok reads

BookTok is a subcommunity on the app TikTok that focuses on books and literature. This book community emerged in late 2019 as the app became more popular.[1] Creators in this subcommunity, also known as BookTokers, make videos reviewing, discussing, and joking about the books they read.[2] These books range in genre, but many creators tend to focus on young adult fiction, fantasy, and romance.[3] The community has been known to impact the publishing industry and book sales along with general interest in reading.[4]

Background

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A large majority of content focuses on book reviews, book recommendations, book hauls, and bookcase setups.[5][6] Some creators concentrate on specific genres, BIPOC and LGBTQ authors,[3] or even publicizing their own works through their posts, while others post tributes and recommendations for books published years prior.[2] The BookTok creators are predominantly teenagers and young women,[7] with a focus on young adult fiction, fantasy, and romance.[3]

BookTok grew in popularity in 2020 during the beginning of the COVID-19 pandemic.[4] Currently, several BookTok accounts now have hundreds of thousands of followers.[6] By 2021, publishers began to reach out to popular creators to collaborate with them to promote specific titles or offer free books.[8] In October of 2024, it was reported that the #BookTok had been viewed over 309 billion times on TikTok with about 52 million posts.[9][10]

In December 2021, a BookTok community member sent out dozens of packages to other users which contained a newly published book and a coded message to create intrigue around the new book.[11] The message was decoded within the month by a group of BookTokers called The Scooby Gang.[11] Melissa Blair, an Anishinaabei user, was revealed to be the author and the book sold about 4,000 copies in the weeks prior.[12][13] Other authors who post content using the BookTok tag have noticed that books sell more, and they can stay connected or specifically target potential buyers through the hashtag and other specific ones that apply to their books.[14]

Culture

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BookTok has its own culture in the digital world with videos being reposted on Instagram, Facebook, and other social media platforms. There are multiple "subcultures" based on the kind of a books a user is interested in hearing or learning about. Some of these various subcultures on BookTok are romance, fantasy, and historical fiction.[15] BookTok features a variety of content geared towards these audiences such as reviews, book hauls, cosplays, or acting out various scenes.[16] In this digital space, smaller groups are formed on outside servers such as discord, and books are able to become more or less popular because of this platform. There are many articles that discuss how BookTok has changed reading for younger people and impacted the publishing landscape.[17][better source needed]

Impacts on reading

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The BookTok space had been linked to an increase in the desire to read outside of classrooms[18] as well as reacting/rating books emotionally rather than from a solely critical standpoint. Content creators post a variety of TikToks about the books they are reading, but they often revolve around reactions to entire books or specific scenes. Some of these videos showcase visceral reactions to books that inspire other BookTok users to read the book.[19] The Song of Achilles by Madeline Miller is a popular example in which videos of creators crying over the ending rose in popularity on the app.[20] Frequently, part of the culture on BookTok is the discussion of how these books make readers feel.[19]

Another popular aspect of the community culture in BookTok is the open discussion and the idea that users are reading the books together.[18]

Impacts on sales and publishing

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TikTok videos of people recommending books led to a significant increase in sales. Several books found their way onto The New York Times Bestseller list due to BookTok videos.[4] In some cases, the books that received this boost in sales were nearly a decade old, while other books gained popularity ahead of their release.[21] Books can become popular on the app due to either a genuine love for them by the readers, or due to shock and jokes about the subject matter, as seen with the science fantasy romance novel Ice Planet Barbarians.[22]

Both authors and publishers began to notice the increase in sales due to BookTok. Authors began to make their own BookTok accounts, while publishers made accounts for their company and sponsored popular BookTokers to promote their titles.[4] Some have praised the community for raising awareness of books that would not be as marketed as heavily, such as self-published authors.[23] Large publishers would also buy the rights to publish books by independent authors who gained popularity on the app.[24] The Atlas Six by Olivie Blake was self-published via Kindle in 2020 and became a viral "BookTok sensation." The fantasy novel was acquired by Tor Books and re-published with revisions in 2021.[25][26] There have also been cases of authors receiving publishing deals for unpublished works that went viral on the app, such as Alex Aster's Lightlark.[27]

The BookTok section at a Barnes & Noble store

Bookstores such as Barnes and Noble have noticed BookTok's ability to drive sales, and have incorporated into their stores.[28] Many Barnes and Noble stores have BookTok displays, featuring popular books on the app, and the company also has a section of their site dedicated to these books.[29][5] Many retailers view BookTok as an organic marketing method, as readers find what is trending through the posts and want to read the books in order to engage with the community.[2] Some members of the community agree with the organic feel of marketing within the community, as it gives the readers more control over what books are popular. Others argue that it can create an echo chamber about which books should be read.[30] The community may also be helping in a trend of more readers, with a growth in interest in reading and reading seen with the growth in the community and TikTok popularity.[23]

Impacts on film and television production

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BookTok has not only increased sales and interest in reading, but it has also changed the scope of production among movies and television shows.[31] Although book adaptations have existed for long before BookTok, this new marketing strategy on the app has left more space for unexpected success in production.[31] Many BookTok books have inspired authors and production companies to invest in making the stories evolve to the screens. Some television shows based on popular BookTok books include A Good Girl's Guide to Murder by Holly Jackson, The Summer I Turned Pretty by Jenny Han, Daisy Jones & The Six by Taylor Jenkins Reid. Some successful BookTok movies are It Ends with Us by Colleen Hoover and Uglies by Scott Westerfeld with more in the works for the future.[32]

Once these books are released as films or television shows, BookTok creators add content analyzing the production by giving reviews, recommendations, and opinions. This was especially prominent before, during, and after the production of It Ends with Us in 2024 as there were some controversial actions taken during and after filming.[33]

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"BookTok Books" are the books that are discussed most frequently on the TikTok platform. They often receive lots of attention from both the TikTok community and the real world. Some of these books include:

Fantasy:

Fiction:

Historical Fiction:

Romance:

Young Adult Fiction:

See also

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References

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  1. ^ Asplund, Stig-Börje; Olin-Scheller, Christina (July 3, 2024). "Sharing is caring: young people's narratives about BookTok and volitional reading". Language and Education. 38 (4): 635–651. doi:10.1080/09500782.2024.2324947. ISSN 0950-0782 – via Taylor and Francis Online. {{cite journal}}: |first2= missing |last2= (help)
  2. ^ a b c Hue, Angelina (September 18, 2021). "TikTok is turning decade-old books into bestsellers for the first time as it inspires a reading renaissance". Business Insider. Archived from the original on September 18, 2021. Retrieved October 2, 2021.
  3. ^ a b c "BookTok boon is changing the publishing world". spectrumnews1.com. Retrieved September 10, 2021.
  4. ^ a b c d e f g Harris, Elizabeth A. (March 20, 2020). "How Crying on TikTok Sells Books". The New York Times. Retrieved September 10, 2021.
  5. ^ a b c Culoso, Ava (September 30, 2021). "The Next Literary Frontier: The Rise of BookTok". The Hoya. Archived from the original on October 2, 2021. Retrieved October 2, 2021.
  6. ^ a b c "The rise of BookTok: meet the teen influencers pushing books up the charts". the Guardian. June 25, 2021. Retrieved October 2, 2021.
  7. ^ Stewart, Sophia (September 3, 2021). "How TikTok Makes Backlist Books into Bestsellers". PublishersWeekly.com. Archived from the original on September 4, 2021. Retrieved October 2, 2021.
  8. ^ Zarroli, Jim (December 26, 2021). "'BookTok' is a new force driving book sales and publishing deals". NPR.org. Retrieved December 27, 2021.
  9. ^ Spencer-Regan, Eleanor (January 21, 2025). "The viral publishing sensation that may be BookTok's last". The University of Melbourne: Pursuit. Retrieved April 2, 2025.
  10. ^ "TikTok - Make Your Day". www.tiktok.com. Retrieved April 2, 2025.
  11. ^ a b "How A Mysterious Novel Went Viral On TikTok & Changed The Publishing Game". Bustle. Retrieved March 19, 2022.
  12. ^ Papineau, Chelsea (December 16, 2021). "Booktok mystery solved, author identity revealed". Northern Ontario. Archived from the original on December 16, 2021. Retrieved December 27, 2021.
  13. ^ Sleightholm, Brent (December 21, 2021). "New book explores what 'colonialism would look like in a fantasy world'". SooToday.com. Archived from the original on December 22, 2021. Retrieved December 27, 2021.
  14. ^ Singer, Jessica (August 29, 2021). "BookTok's novel approach to books is helping Canadian authors, retailers attract new audiences". CBC. Archived from the original on August 29, 2021. Retrieved December 27, 2021.
  15. ^ Ridzuan, Martina; Ahmadrashidi, Norsyuhada bt (November 2, 2023). "The Phenomenon of Booktok and Its Impact on The Transformation of Literary Culture and The Publishing Industry" (PDF). Forum Komunikasi. 18 (2): 74–83.
  16. ^ Kulkarni, Sonali (September 2024), Dera, Jeroen; van Steensel, Roel (eds.), "Getting a feel for BookTok: Understanding affect on TikTok's bookish subculture", Lezen in Beweging, Stichting Lezen Reeks, Eburon, pp. 75–86, retrieved October 31, 2024
  17. ^ fran :･ﾟ✧:･.☽˚ (September 28, 2023). "Yes, BookTok gets people reading, but at what cost?". Medium. Retrieved October 9, 2024.
  18. ^ a b Asplund, Stig-Börje; Ljung Egeland, Birgitta; Olin-Scheller, Christina (July 3, 2024). "Sharing is caring: young people's narratives about BookTok and volitional reading". Language and Education. 38 (4): 635–651. doi:10.1080/09500782.2024.2324947. ISSN 0950-0782.
  19. ^ a b Kulkarni, Sonali (September 2024), Dera, Jeroen; van Steensel, Roel (eds.), "Getting a feel for BookTok: Understanding affect on TikTok's bookish subculture", Lezen in Beweging, Stichting Lezen Reeks, Eburon, pp. 75–86, retrieved October 31, 2024
  20. ^ "The Next Literary Frontier: The Rise of BookTok". October 2, 2021. Archived from the original on October 2, 2021. Retrieved November 5, 2024.
  21. ^ a b c "TikTok is taking the book industry by storm, and retailers are taking notice". NBC News. July 5, 2021. Archived from the original on July 5, 2021. Retrieved September 10, 2021.
  22. ^ a b AJ Willingham (June 27, 2021). "How sexy blue aliens invaded Amazon's bestseller lists". CNN. Retrieved October 2, 2021.
  23. ^ a b Ariyanayagam, Annabelle (December 3, 2023). "TikTok's #BookTok trend 'literally changed my life'". Retrieved December 4, 2023.
  24. ^ Bussel, Rachel Kramer. "Viral Science Fiction Romance 'Ice Planet Barbarians' By Ruby Dixon To Get Print Edition In November". Forbes. Retrieved October 2, 2021.
  25. ^ "The Atlas Six: The Dark Fantasy Viral Sensation is the Real Deal". pastemagazine.com. March 3, 2022. Retrieved November 22, 2022.
  26. ^ "The Atlas Six". Macmillan. Retrieved November 22, 2022.
  27. ^ a b "How TikTok Changed The Course Of Alex Aster's Life". HuffPost. September 15, 2022. Retrieved February 1, 2024.
  28. ^ a b "How TikTok Makes Backlist Books into Bestsellers". PublishersWeekly.com. Retrieved September 10, 2021.
  29. ^ Noble, Barnes &. "The Most Popular TikTok Books #BookTok". Barnes & Noble. Retrieved September 10, 2021.
  30. ^ Franklin, Maddy (September 11, 2021). "The rise of BookTok and Bookstagram: UGA readers find community on social media". The Red and Black. Archived from the original on September 9, 2021. Retrieved October 2, 2021.
  31. ^ a b Jalal, Maan (September 4, 2024). "After It Ends With Us, here are more BookTok hits getting adapted for the screen". The National News. Retrieved April 4, 2025.
  32. ^ Wickes, Hanna (February 12, 2025). "Books From BookTok That Are Getting Live-Action Adaptations". J-14. Retrieved April 4, 2025.
  33. ^ Mulroy, Clare. "'It Ends with Us' was supposed to be a BookTok Hollywood success story. What went wrong?". USA TODAY. Retrieved April 5, 2025.
  34. ^ Helm, Jake (March 31, 2021). "BookTok: the TikTok trend sending old books up bestseller lists". www.standard.co.uk. Retrieved October 2, 2021.
  35. ^ "As 'The Atlas Six' author Olivie Blake went into labor, her book went viral on TikTok". Daily News. March 15, 2022. Retrieved December 1, 2022.
  36. ^ Olito, Frank. "15 books everyone must read in their lifetime, according to TikTok". Insider. Retrieved October 2, 2021.
  37. ^ Creamer, Ella (February 2, 2024). "A genre of swords and soulmates: the rise and rise of 'romantasy' novels". The Guardian. ISSN 0261-3077. Retrieved April 17, 2024.
  38. ^ "TikTok fuels new surge in teen reading habits". The Suffolk Times. July 13, 2021. Retrieved September 21, 2021.
  39. ^ Grindell, Samantha (May 26, 2023). "I read the TikTok-viral fantasy novel 'Fourth Wing' and it lived up to the hype".
  40. ^ Kuzma, Kali (March 4, 2024). "Daisy Jones & The Six by Taylor Jenkins Reid: A Book Review". Kali Kuzma. Retrieved April 5, 2025.
  41. ^ "Booktok romance (308 books)". www.goodreads.com. Retrieved April 5, 2025.
  42. ^ "BookTok: A Good Girl's Guide to Murder". October 18, 2021. Retrieved April 5, 2025.
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