In recent years, almost every time a reader tries to find a next-read, their screen shows the word #BookTok without fail.
BookTok, which is the synthesis of Book and TikTok, is used for making a virtual space to recommend practically everything about books, from authors to genres, to other users and to share thoughts and opinions among them. Originally, this hashtag was born on TikTok, one of the most famous social media platforms in the world, but it has since transcended platforms and now became a word in its own right (Diaz, 2023). BookTok has significantly influenced book sales, with numerous titles experiencing dramatic increases in popularity after being featured. Publishers and authors actively engage with the community, recognizing its powerful impact on readers’ choices.
Booktok’s Impact on Book Sales
BookTok has emerged as a significant force in driving book sales, with its impact extending far beyond mere recommendations. According to research by Curcic in 2023, the hashtag #BookTok played a pivotal role in enticing readers to purchase over 20 million books in 2021 in the United States alone. This impressive figure accounted for approximately 2.4% of total book sales in the country for that year. Such statistics underscore the profound influence that BookTok wields within the literary sphere.
To delve deeper into the phenomenon, it’s essential to analyze the case of bestselling author Colleen Hoover. Hoover’s ascent to literary stardom can be attributed in part to the amplifying effect of #BookTok. By captivating the attention of BookTok users, her novels gained widespread visibility and acclaim, propelling her to the upper echelons of the bestseller lists. This example highlights how BookTok serves as a platform for catapulting authors to newfound heights of success, fundamentally reshaping the landscape of contemporary literature.
Moreover, the impact of BookTok transcends national boundaries, resonating with readers across the globe. Take, for instance, its influence in Canada, where the platform has sparked a remarkable surge in book sales. The popularity of #BookTok has contributed to a formidable increase in book turnover, estimated at over 800% within a span of just three years, as per Curcic’s research in 2023. This seismic shift underscores the universal appeal of BookTok and its capacity to galvanize readership on a global scale.
BookTok has emerged as a transformative force within the literary community, reshaping traditional paradigms of book discovery and consumption. Through its dynamic blend of user-generated content and grassroots advocacy, BookTok has democratized access to literature, empowering both established authors and emerging voices alike. As evidenced by its profound impact on book sales, particularly exemplified by the meteoric rise of Colleen Hoover, BookTok represents not merely a fleeting trend but a seismic shift in the way we engage with and appreciate literature in the digital age.
‘Book Girly’ Became a Fashionable Aesthetic
The influence of BookTok has notably shaped the cultural landscape, especially among the younger demographic, particularly girls aged between 16 and 25. This age group, accustomed to gathering information on social media platforms, has seen a significant shift in reading habits, a trend that solidified during the pandemic. According to a survey conducted by the Publishers Association in 2022, nearly 60% of respondents acknowledged that BookTok played a pivotal role in making reading books appear “cool.” This cultural phenomenon extends beyond mere reading preferences; it has also given rise to new terminology, such as ‘DNF (did not finish)’ and ‘Book Girly (girls who love reading),’ as noted by Wilson in 2023. Such linguistic innovations underscore the profound impact of BookTok on shaping not only reading habits but also the language and aesthetics associated with literature consumption among the younger generation.
The Impact of #BookTok: Shaping Publishing Trends
#BookTok’s influence on the book market has reached unprecedented levels, essentially dictating publishing trends. Social media platforms such as TikTok, YouTube, and Instagram wield algorithms tailored to users, creating a feedback loop that limits content diversity and diminishes user autonomy.
This phenomenon has led to a concentration of viral content, primarily within the young adult (YA) and romance genres, dominating the book market. According to the 2022 Bestselling Indie Paperback 15 List, books popularized on BookTok occupy 10 out of 15 seats, predominantly catering to young female readers, as highlighted by Wilson in 2023.
This trend has prompted the publishing industry to adapt its marketing strategies to leverage #BookTok’s influence. Even major players like Penguin Random House and Barnes & Noble have been compelled to align with this trend, further entrenching the industry within #BookTok’s sphere of influence, as noted by Coleman in 2022.
Moreover, the proliferation of BookTok has sparked conversations within the publishing industry regarding diversity and representation in literature. While YA and romance novels enjoy considerable success on the platform, there’s growing recognition of the need for greater inclusivity across genres and demographics to ensure a more balanced literary landscape.
As BookTok continues to shape reading habits and dictate market trends, publishers face the ongoing challenge of balancing commercial success with the promotion of diverse voices and narratives. Thus, while the platform offers unprecedented opportunities for exposure, it also raises questions about the homogenization of literary consumption and the broader implications for the industry’s evolution.
Fostering Future Book Lovers with Ethical Considerations
The impact of #BookTok on nurturing the reading interests of younger generations is evident from various statistics, which indicate a resurgence in their enthusiasm for books. This phenomenon not only rekindles the passion for reading among existing bibliophiles but also draws in young individuals who previously showed little interest in reading. As these individuals mature, they naturally explore diverse literary genres beyond the realm of easy reads, enriching their reading experiences and broadening their literary horizons.
Furthermore, there’s optimism among experts that the #BookTok trend could potentially contribute to the revival of independent bookstores. Studies suggest that younger demographics, particularly Gen Z and Millennials, exhibit a strong inclination towards supporting small businesses, including independent bookstores. According to American Express, a leading financial conglomerate, approximately 70% of Gen Z and Millennials prefer spending their money at small businesses, a figure nearly double that of older generations (Gutelle, 2023). This trend not only reflects a shift in consumer behavior but also signifies a renewed appreciation for community-driven and locally-owned establishments, fostering a sense of cultural and ethical responsibility among younger consumers.
The bottom line
The bottom line is that while #BookTok has sparked numerous concerns and debates, it embodies the essence of societal evolution, presenting both opportunities and challenges. Rather than solely focusing on its potential negative impacts, it’s crucial to recognize #BookTok’s capacity to inspire a love for reading among younger generations and to harness its momentum to cultivate a more diverse and inclusive literary landscape. By nurturing this trend and guiding its trajectory, we can transform #BookTok from a mere craze into a catalyst for positive change within the publishing industry and beyond.
Reference list
AGENCY (2022). BookTok phenomenon is pushing younger generation to embrace books. [online] The Star. Available at: https://www.thestar.com.my/lifestyle/culture/2022/11/28/booktok-phenomenon-is-pushing-younger-generations-to-embrace-books [Accessed 15 February 2024].
Barnett, D. (2023). ‘I can’t stress how much BookTok sells’: teen literary influencers swaying publishers. The Observer. [online] 6 Aug. Available at: https://www.theguardian.com/books/2023/aug/06/i-cant-stress-how-much-booktok-sells-teen-literary-influencers-swaying-publishers#:~:text=The%20most%20recent%20Publishers%20Association [Accessed 19 February 2024].
Coleman, T. (2022). #BookTok: Is TikTok changing the publishing industry? [online] The Week. Available at: https://theweek.com/feature/briefing/1018899/booktok-is-tiktok-changing-the-publishing-industry [Accessed 21 February 2024].
Curcic, D. (2023a). Book Sales Statistics – WordsRated. [online] Wordsrated. Available at: https://wordsrated.com/book-sales-statistics/. [Accessed 14 February 2024].
Curcic, D. (2023b). BookTok Statistics – WordsRated. [online] WordsRated. Available at: https://wordsrated.com/booktok-statistics/#:~:text=Impact%20of%20BookTok%20on%20reading [Accessed 14 February 2024].
Diaz, A. (2023). These readers say BookTok changed the way they read: ‘Friends at your fingertips’. [online] TODAY.com. Available at: https://www.today.com/popculture/books/what-is-booktok-meaning-rcna70362 [Accessed 14 February 2024].
Gutelle, S. (2023). Can #BookTok save the indie bookstore? American Express thinks so. [online] Tubefilter. Available at: https://www.tubefilter.com/2023/04/25/tiktok-book-tok-indie-bookstores-american-express/ [Accessed 21 February 2024].
Wilson, R. (2023). Reading Like Rory: Post-Digital Reading on BookTok – Post45. [online] POST45. Available at: https://post45.org/2023/12/reading-like-rory-post-digital-reading-on-booktok/ [Accessed 19 February 2024].
