What is "BookTok?" Here's how social media has reinvigorated the publishing industry

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An ever-growing community calling itself “BookTok,” on the popular social media app TikTok, has caused publishing industry sales and authors’ careers to sky rocket.

Now, there is an increased demand for new books to be published, by both existing and new authors alike.

Independent bookshops and major book-selling retailers alike have witnessed a rise in book sales produced by BookTok and its popularity. Not to mention the increase of business and sales within the publishing industry.

How "BookTok" continues to revitalize the realm of publishing

On BookTok, readers post videos sharing book recommendations and reviews with ‘#BookTok’ in the caption. There are even “BookTok influencers” who have gained a following due to their popular book-related content.

As of December 2023, ‘#BookTok’ has cultivated over 200 billion views on TikTok, and has become one of the largest communities on the platform.

In relation to this, BookTok has single-handedly become one of the most influential word-of-mouth engines that the publishing industry has ever seen.

Careers reach new heights on BookTok

According to the Berkeley Economic Review, BookTok authors sold approximately 13 million copies of books in 2020, and in the following year, the number of sales jumped to 27 million.

For example, author Sarah J. Maas has been the subject of numerous BookToks. While Maas already had a solid career as an author, her writing reached new heights when TikTok users began posting videos recommending and reviewing her books. 

Maas’ multiple novel series have sparked wide-spread conversations on BookTok, and Maas’ series are A Court of Thorns and Roses (ACOTAR), Throne of Glass (TOG) and Crescent City (CC).

On BookTok, readers have recommended Maas’ series, given honest reviews, as well as shared and debated various book-theories regarding various plot lines that connect all three series. 

As for “BookTokers,” according to the Society of Children’s Book Writers and Illustrators, influencers noted making around $2,000 to $4,000 for a sponsored video. This number depends on usage rights, follower amount and rate of engagement.

Popular genres on BookTok and concerns within the community

However, there are concerns within BookTok regarding a lack of diversity and representation. BookTok undeniably covers a wide range of genres, but there have been issues regarding the representation of diverse voices and perspectives.

As certain titles and authors typically dominate the platform, the result is a lack of visibility regarding underrepresented authors and stories.

The most popular genre within BookTok for 2024 is said to be romance and, furthermore, romance has become a pop-culture phenomenon. Recent data show that romance remains the most popular genre and has a consistently increasing reader base that spans across all demographics.

How BookTok alters the publishing industry and book retail business

As for the publishing industry, BookTok has upended publisher and bookseller predictions.

As older books end up back on bestseller lists, and new releases exceed expectations when they reach Book-influencers, many book retailers have turned to featuring BookTok displays that consist of popular and trending titles on the social media platform.

Specifically In Barnes & Noble stores, there are sections dedicated to displaying books that are trending within BookTok, and these displays draw-in numerous buyers and readers.

2nd & Charles also has designated sections for BookTok, with signs that say “TikTok made me buy it.”

The phenomenon that is BookTok has brought forth a reading renaissance, and is actively making reading 'cool' again.