Appearing in some of the biggest US Newspapers such as the The New York Times and The Washington Post, as well as entire aisles in some of the world’s biggest bookstores, BookTok has without a doubt taken the world by storm. BookTok, which originated as a hashtag on TikTok, has rapidly gained traction by captivating audiences with its appealing content and creating an engaging community for book enthusiasts.
BookTok emerged during Covid lockdowns in 2020 and it became a place where avid readers would discuss and share their love for books through short videos on TikTok. Users on BookTok post and talk about everything from book reviews and recommendations, to debates and vlogs, while connecting with fellow readers. TikTok’s algorithm has played a significant role in BookTok’s growth, which has led to more users beginning to follow and create BookTok-specific content.
However, in recent years, BookTok has become so much more than that: not only has it become a space for authors to promote and publish their work, it has had staggering effects on reading habits and book sales worldwide. To date, BookTok has accumulated 112 billion views on TikTok and over 60 billion videos have been posted under the hashtag.
How Authors Can Make Use Of BookTok
One of the biggest benefits of BookTok is that authors can leverage it in various ways. BookTok allows authors to market and capture readers’ attention, especially because it can be challenging to make a book stand out from others in the publishing industry. Therefore, BookTok can be a game-changer for debut or lesser-known authors who are trying to get their work recognized and discovered.
One of the most striking examples of BookTok’s impact is Alex Aster. Her story demonstrates how important BookTok can be in helping writers reach wider audiences, readership, and success.
As a young and relatively new author, her novel, Lightlark was rejected by more than a dozen publishers. Aster then took to BookTok and used the platform to showcase her novel. It accumulated lots of attention from the community, leading it to catch the attention of a publishing house. Not only that, she walked away with a six-figure advance, and a Universal movie deal, two things which are almost unheard of for a first-time novelist.
Users on BookTok responded to the movie deal positively. Many celebrated her achievements, while others were inspired by her experience and the effect BookTok had on Aster’s success after so many rejections from various publishers.
Effect On The Publishing Industry
The publishing industry has been, and continues to be transformed by BookTok, as the platform has not only changed how books are promoted but has also significantly influenced market trends. Several book titles have made recurrent appearances on the bestselling list after viral videos about them on BookTok encouraged readers to buy hard copies.
More books in the same genre and with similar themes start to appear when particular books become well-known, thanks to advertising on BookTok. For example, sales for the Young Adult Fiction genre saw a dramatic increase after 2020 and sales for Adult Fiction novels increased by 26% in 2021. Most notable was the increase in sales for romance novels: which was a staggering 52% from 2022 to 2023. Overall, the US print book market has grown by 9% as a result of BookTok’s popularity. All in all, BookTok’s influence over the publishing industry and reading habits is seismic.
Where BookTok Falls Short
While BookTok has positively influenced how authors can reach their target audiences and has transformed the publishing industry, it has also faced scrutiny from many readers for failing to promote books and authors from diverse backgrounds. Many people believe that this absence of diversity on BookTok can reinforce stereotypes and biases while preventing readers from being exposed to voices and stories from around the world.
The lack of diversity on BookTok is clear when one looks at the select group of well-known authors who typically receive significant attention on the platform. Many of BookTok’s most popular authors are white and most novels feature white protagonists. Some critics note how while the platform may bring attention to previously unheard-of titles, it often overlooks works from authors of color, LGBTQ+ authors, and other underrepresented groups. This is unfortunate as the platform seeks to appreciate unique voices in literature or open doors for unseen stories. However, BookTok user have clearly not promoted a very diverse range of content.
BookTok’s Path Forward
BookTok still has room to grow in terms of recommending books of various genres and diverse authors. Doing so would not only ensure that all types of books can receive the visibility they deserve, but would also help BookTok’s engagement. However, on the bright side, BookTok represents a significant shift in literature and publishing. In addition to giving writers a platform to share and market their writing, it has revolutionized the publishing industry and favorably impacted writers’ ability to reach their intended viewers. BookTok has undoubtedly brought about significant changes in reading preferences and the way books are sold and discussed around the world. Its influence on pop culture is extremely unique and powerful.
So why not check out BookTok yourself? Whether it be scrolling through TikTok or wandering through your local bookstore, BookTok has shown that it offers just the right recommendations for everyone.
