Photo Cred: Valerie Gillian

Let’s talk about the rise of BookTok. The trend that researchers say has saved the industry. 

If you don’t know what TikTok is, have you been living under a rock? TikTok launched in 2016 but didn’t become popular until 2018. It now has over 3 billion downloads, with over 1 billion active users monthly. Crazy, right? Through TikTok, users have been able to create communities focusing on topics like gardening, animals, bands, and, of course, books.  

Booktok started due to the COVID-19 pandemic in 2020. It was formed by user Cait Jacobs (@caitsbooks), who reviewed books in 15 seconds or less. At the time, that was Tiktok’s video limit. She quickly gained a following as other book lovers were happy to see content related to their interests. As more users joined TikTok, it caused an uproar of book lovers creating videos to review their loved books. Through this, the book industry skyrocketed. Here are some statistics: 

•   BookTok helped sell around 20 million books in 2021, representing over 2.4% of the total book sales count for the year.   

•  This represents nearly half of the book purchases from social media in 2021.

•  The platform helped sell over 2.2 million copies in the US in the first quarter of 2022 alone.

Emotional Appeal

BookTok’s vibrant community is a testament to the power of emotional connection in the world of books. Here, authors and publishers take a back seat, allowing readers to reign supreme. Unlike other platforms, the readers wield the power, passionately sharing their emotional reactions rather than simply summarizing plots. As users scroll through reviews, they're not just looking for a synopsis; they're seeking a connection, yearning to experience the same profound emotions that others have felt. This raw, unfiltered enthusiasm drives BookTok, making it a dynamic space where personal resonance trumps traditional advertising, and the depth of book discussions can be felt. 

Challenges 

While BookTok undeniably brought numerous benefits to the book industry, it's essential to acknowledge the unintended consequences and potential drawbacks it has brought about. One instance revolves around TikTok's 15-second time limit for videos, inadvertently leading to books being categorized into tropes. (Although TikTok has changed its time limits, the problem still happens). This oversimplification can be detrimental not only to authors and publishers, who may struggle to convey the essence of their work accurately, but also to readers, who may be expecting something completely different from what the book is about. 

Now that we've explored BookTok's rise and potential drawbacks, let's explore how you can join this vibrant community and start discovering your next favorite read!

Diving into BookTok is as easy as downloading the TikTok app and exploring the vast world of book-related content through popular hashtags like #BookTok or #BookRecommendations. By following engaging BookTok creators, engaging with content, and creating your BookTok videos, you can quickly immerse yourself in this vibrant community of book lovers. Remember to connect with others, stay updated on trending books and challenges, and, most importantly, have fun sharing your passion for reading on this dynamic platform!

* resources: https://wordsrated.com/booktok-statistics/ 

* https://grantmagazine.com/booktok-is-turning-the-page-to-a-new-publishing-era/#:~:text=In%202020%2C%20BookTok%20was%20formed,an%20interest%20of%20their%20own. 

Authored by Katie Cushing

4/20/24