A woman is crying while speaking to a camera. It could be the result of a classic apology video or the contemplation of an Omicron-doomed existence. The book she is holding is inside of her phone camera frame. The TikTok has been viewed millions of times.
This is part of BookTok, a place where readers and literature lovers can point out flaws in their favorite novels. The BookTok Effect has been noticed with 46.6 billion views.
Having been described as the last wholesome place on the internet, enabling queer readers and readers of color to carve out an inclusive space to share their thoughts and have a platform, creators are able to establish a book as a must- read. According to the World Economic Forum, TikTok is helping drive sales of print books in the U.S. Readers bought over 825 million print books in 2021, setting a new record, and is on track to have even stronger sales for retailers like Barnes & Noble.
The conversation is dictated by the books that are popular on BookTok or the in-app page. How long can BookTok remain one of the last communities on the internet without commodification?
"We read a book...and we just want to talk about it."
She started her channel in March of 2021. She believes that the draw of her content comes from the fact that she read a book.
There is potential for profit when what we consume shapes our perception of books. Adam Silvera's They Both Die at the End is one of the most popular books on the platform.
Online book forums have been a way of bringing together the reading community, but BookTok's digestible content coupled with its novelty have amplified the video platform's success. In 2020, British publishing house Bloomsbury saw a 220 percent rise in profits, which CEONigelNewton partially attributed to the phenomenon of BookTok. The Song of Achilles by Madeleine Miller is one of the titles impacted by BookTook hype.
Since 2010, BookTube has been an important focus for the publishing industry according to Daniel.
Shannon DeVito, Director of Books for Barnes & Noble, says that BookTok has had a bigger effect on sales than BookTube. BookTok has had a broad effect on hundreds of titles, and these sales sustain for a very long period of time.
BookTok is all about the short while BookTube has established itself as a place for long-form content, reviews and of course, un-boxings.
Is there a contradiction in screens being the only way to learn about books when books are traditionally considered an offline activity?
[BookTok] has had a broad effect on hundreds of titles, and these sales sustain for a very long period of time.
Not at all, says Pauline Juan, who currently has over 500k followers. Some people don't have the money to buy a $20 book every single time, but there are subscription options like Amazon Prime where you pay monthly.
It allows readers to make the act of reading a more communal activity by sharing it with each other.
The root of the digital consumption of media is a search for connections through shared hobbies or experience. It is unsurprising that BookTok, a digital community of book-lovers, has gathered pace so quickly.
Juan acknowledges that before, reading was an activity that was not outside. BookTok provides a platform where you can pick up any book and still be able to connect with other people online as you read it.
Will BookTok remain an organic community of book-loving reviewers, or will it become another influencer machine?
Publishers are trying to get creators on TikTok to push out what they want to push out. While the way in which the industry is using BookTok to advertise books is gaining steam, it is not as heavily used as other methods.
It is still organic and can be made from people. The creator fund pays around 2 to 4 cents per 1,000 views, according to another BookTokker. For most creators, this doesn't add up to a lot, and while sponsorships are a better way to make money, they aren't a reliable source of income.
This is where BookTok differs from Bookstagram, BookTok's counterpart, which is more influencer-aligned. TikTok is gaining traction, but we are not quite there yet. BookTok encourages a more organic interest in books by increasing the chance of a user stumbling across a book.
The drive for sales with creators will be key. When someone has read something versus when someone hasn't, and when people want to talk about it because it's going to get them views, there's a difference.
She says that she doesn't post strictly for other people to like because she will get burnt out if she is just posting for other people. It is reflective of how BookTok may be able to retain its magic despite all platforms being fallible.
Reading and talking about our favorite books will never go out of style... We're just finding new ways to do it.
Publishers are optimistic about preserving BookTok as a digital community and inclusive space.
A young woman was left reeling by the end of You've Reached Sam, a novel about loss, love, voicemails and what it means to say goodbye. She immediately took to BookTok to think about her feelings.
We are in the midst of a reading renaissance.
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