Research from the Publisher’s Association has found that BookTok, the book-based trend within the social media platform TikTok, is key to getting people reading again.
For those aged 16-25, 59% said that BookTok or book influencers helped them discover a passion for reading.
The research also found that BookTok significantly influenced what types of books were read, with 55% saying they turned to the platform for recommendations and 38% prioritising TikTok recommendations over those from family and friends.
But what exactly is it about BookTok that makes it so great?
Unlike traditional reviews, BookTok is much more personal and, arguably, vulnerable. Creators don’t just review books – they cry over them, gush over their favourite characters, showcase art inspired by those characters, and share deeply emotional reactions that resonate with viewers on a wide scale.
This vulnerability creates an authentic connection that sets TikTok apart. For readers, it’s less about breaking down themes and more about the emotional journey of reading, both highs and lows.
One book that ideally showcases this is Hanya Yanagihara’s A Little Life. This lengthy novel is a profoundly moving exploration of friendship, trauma, and resilience—it took me nearly half a year to finish.
BookTok creators don’t shy away from showing raw emotion. Many posts about A Little Life follow a familiar pattern: creators film themselves looking cheerful before reading, then post clips of themselves crying as they move through each chapter, and finally show visible distraught after finishing, clutching the novel against their chest. Comments often read, “I’m scared to start this,” or “This book destroyed me, but I’d recommend it to anyone”.
I was unaware of the book until it became a BookTok sensation despite being published in 2015. Seeing endless TikToks raving about it convinced me to order a copy immediately.
Booktok’s influence has revitalised interest in reading and boosted book sales. According to Neilsen’s Books and Consumers survey, BookTok accounted for 90 million book purchases in 2022.
One standout success is Adam Silvera’s They Both Die at the End, which sold over 650,000 copies in 2021 and another 100,000 the following year, years after its original publication in 2017.
A search for #BookTok on TikTok reveals over 40 million posts. At the same time, the trend has spread to Instagram, where the hashtag holds over 7 million posts.
However, Booktok’s influence extends beyond encouraging people to pick up books; it also reshaped the entertainment industry. Many trending books have been adapted into films or series, often advertised with the phrase “Based on the TikTok sensation.”
Take Normal People by Sally Rooney, which gained adoration on BookTok before its heartbreaking TV adaption. Similarly, Taylor Jenkins Reid’s Daisy Jones and the Six found new life as both a BookTok favourite and a successful Amazon Prime series.
While BookTok’s impact is undeniable, it does come with drawbacks. Of course, social media is algorithm-driven, which can lead to trending titles dominating the platform over fewer mainstream works.
Additionally, the focus on emotional reactions can favour genres. I see romance, young-adult fiction, and contemporary tragedy novels more than any other literary form, such as historical nonfiction or classic literature.
I often worry that the books dominating my feed are purely moments of buzz rather than something of long-term literary value. However, I’ve yet to find a book recommended through my social media that I have yet to have the utmost adoration for.
Even with these potential drawbacks, BookTok has undeniably expanded the reach of literature to audiences who might have yet to discover it.
Booktok reminds us of something important: books are not just stories; they are connections and conversations that unite us across screens, shelves, and generations.
While not every book will go viral—nor should it have to—the platform has revived countless people’s love for reading.
But it’s worth remembering that every story has the potential to spark joy, no matter where it goes viral – if it ever does at all.
