How has Booktok revolutionised the way we read?
By Cheryl Ezekiel
BookTok: Revolutionising Reading Culture: Featuring an interview with William Dozier, (@williampdozier).
William Dozier, author of Fumes, connected with Cheryl and told us that “Booktok is a space that attracts good people”.
William Dozier, https://williamdozier.com/
In our digital age, social media platforms have emerged as hubs for niche communities and cultural movements. Amongst these, Booktok stands out as one of the most surprising and impactful phenomena —a diverse aspect of TikTok dedicated to celebrating books and reading. What began as a small group of bibliophiles sharing their literary passions has evolved into a global phenomenon, breathing new life into the publishing industry and reshaping how people engage with books.
BookTok has become more than just a trend; it is a movement that has redefined reading for a new generation, making it accessible, exciting, and deeply communal. It also happens to be one of the most peaceful digital forums, with minimal conflicts; albeit differing opinions. It has a viewership that appreciates digital books and another that is imploring and exalting physical and digital books, both of which have their pros and cons.
Author Cait Jacobs
Where did it all stem from?
Booktok was founded by Cait Jacobs (@caitsbooks), who started posting short book reviews and sharing her interests with her followers. It began as an organic offshoot of TikTok, a platform primarily known for short-form video content that ranges from viral dance challenges to comedy skits. Around 2020, as the COVID-19 pandemic confined more and more people to their homes, TikTok saw a surge in users seeking entertainment and connection. This growth allowed a group of readers to start using the platform to share their favourite books, emotional reactions and recommendations.
The hashtag #BookTok quickly gained traction as these videos struck a chord with viewers. What made BookTok unique from traditional book communities was its ability to garner enthusiasm for reading into engaging, digestible clips. Instead of reading book reviews, people heard them and were impacted more deeply than expected. With TikTok’s algorithm amplifying content based on user engagement, BookTok videos began reaching wider audiences, including those who might not typically seek out book-related content.
Unlike traditional literary spaces that can sometimes feel exclusive or intimidating, BookTok offers an inclusive environment. It embraces readers of all ages, genres, and backgrounds, celebrating everything from commercial bestsellers to niche literary works. This openness has been a cornerstone of its growth, drawing in millions of readers worldwide. A safe space for readers to discuss and explore their interests.
While this may cause concern regarding young readers, Dozier says, “If you’re too young to read something, you’re too young to scroll through social media.” This is a parental guidance aspect as digital media is available quite freely of late and it is up to parents to monitor their children’s internet behaviour (Child Rescue Coalition).
How does it work?
Primarily, BookTok is a community-driven space where readers connect over their shared love of books. Its content is as diverse as its audience, with creators employing TikTok’s unique features—short-form videos, trending sounds, music, memes and special effects—to produce captivating literary content. Here are some of the key types of videos that define BookTok:
- Book Reviews: Creators share personal and emotional thoughts about books they’ve read, usually focusing on how a book made them feel rather than traditional critiques.
- Book Recommendations: Users compile lists of must-read books based on specific themes, genres, or tropes, such as “Enemies-to-Lovers Romance” or “Books That Made Me Cry”.
- Emotional Reactions: Readers film themselves reacting to plot twists, heartbreaks, or satisfying endings, creating a visceral connection with viewers.
- Aesthetic Content: Videos showcasing beautifully arranged bookshelves, cosy reading nooks, lighting, or artistic montages set to music can show the visual appeal of reading.
- Trends and Challenges: BookTok thrives on interactive trends, such as “Reading a Book in 24 Hours” or “Book Recommendations Based on Your Zodiac Sign,” making reading feel like a shared adventure.
BookTok’s reliance on TikTok’s visual and auditory features allows creators to bring books to life in ways traditional media can't. This dynamic approach has been especially effective in engaging younger audiences, many of whom are discovering a love for reading through the platform.
Currently, Sarah J. Maas’ fantasy books have been amassing a larger audience. Fantasy fiction readers have a space to escape from reality apart from just the books.
Medium.com
What does it mean for our contemporary reading culture?
BookTok’s influence extends beyond individual readers, reshaping the broader reading culture in several transformative ways:
- Rekindling a Love for Reading
People lose interest in reading for various reasons, but BookTok and its creators have mastered the art of captivating even the most disengaged audience. BookTok has been a gateway back into the world of literature. The platform’s engaging content makes reading feel accessible and exciting, even for those who may not have picked up a book in years. By framing books as emotional experiences and cultural touchpoints, BookTok creators redefine reading as a social and interactive activity rather than a solitary pursuit. Hence, the formation of offshoot niche reading communities within BookTok.
Younger audiences, in particular, have been drawn to BookTok. The platform meets them where they are—on social media—and presents books in a format that aligns with their digital habits. This has helped cultivate a new generation of readers who see books not as outdated relics but as vibrant and relevant forms of entertainment.
- The Rise of “BookTok Favourites”
Even William Dozier’s book, “Fumes”, has had a major following after its release in 2023. The reviews and hype BookTok creates allows authors to understand their target audience and gauge the influence of their work. Yes, opinions and interests are subjective, BookTok provides authors the audience that likes them much faster than traditional promotion or propagation of books can.
What sets these books apart is their emotional resonance. BookTok readers gravitate toward stories that evoke strong feelings, whether it’s heartbreak, joy, or nostalgia. The platform’s focus on emotional connection has led to a resurgence of interest in character-driven narratives and poignant themes.
- Empowering Diverse Voices
One of BookTok’s most significant contributions is its amplification of diverse voices in literature. Creators often highlight books by authors from underrepresented backgrounds, bringing attention to stories that might otherwise be overlooked. This has led to increased visibility for works by authors of colour, LGBTQ+ writers, and authors from non-Western cultures.
It not only publicises books, but gives the authors a platform to immediately connect with readers.
“If it wasn’t for BookTok, I wouldn’t be able to speak freely,” Dozier said. Authors do not have to wait until critiques have posed their statements, they can find their audience as soon as they publish books. Via their personal social media accounts or BookTok creators.
By prioritising inclusivity and representation, BookTok has broadened the literary landscape and encouraged publishers to invest in more diverse voices. This shift reflects a growing demand for stories that reflect the complexities of the modern world.
- Creating a Global Reading Community
BookTok has transformed reading from an individual activity into a communal experience. Readers from different countries and cultures come together to share their thoughts, interpretations, and recommendations. This interconnectedness has brought attention to translated works and international authors, expanding the literary landscape and fostering cross-cultural appreciation.
The platform has also inspired virtual book clubs, collaborative reading challenges, and fan-driven campaigns for specific titles, further cementing its role as a global hub for literary connection.
The Publishing Industry’s Response to BookTok
The publishing industry has felt the seismic impact of BookTok and is actively adapting to its influence. Publishers, bookstores, and libraries now monitor BookTok trends closely, adjusting print runs, marketing campaigns, and even acquisitions based on what resonates with the platform’s audience.
One of BookTok’s most remarkable effects is its ability to revive backlist titles—books that had previously fallen out of the public eye. Novels like The Song of Achilles and We Were Liars have seen sales skyrocket years after their initial release, thanks to viral BookTok videos.
Bookstores have embraced the trend by creating dedicated “BookTok” sections to showcase trending titles. This strategy not only boosts sales but also makes it easier for readers to find the books they’ve seen on the platform.
Adding to this, many authors have recognised the value of engaging directly with their audience on TikTok. By sharing behind-the-scenes insights, answering questions, and participating in trends, authors can build personal connections with readers and create buzz around their work.
The Challenges of BookTok
While BookTok’s influence is largely positive, it is not without its challenges. The platform’s focus on viral content can sometimes prioritise popularity over quality, leading to overhyped books that may not meet every reader’s expectations.
Additionally, the pressure to keep up with trends can make reading feel competitive rather than leisurely. Some creators have expressed concerns about the commodification of their passion, as publishers and brands seek to capitalise on BookTok’s success.
Authors like Colleen Hoover who wrote her BookTok famous book Verity have recently faced controversies for abetting toxicity (Moeslein, 2024). The reason why this author has been able to sell her books is because, yet again, there is an audience for the genre. With 8.8 billion people in the world, it makes sense that tens of thousands if not millions have a preference for violent romanticism. Of course, this will be considered inappropriate, but as adults, they have the free will to read and write what they like. This beckons the question of morality. That simply boils down to how readers and authors carry themselves based on what they imbibe. The penultimate goal is to live life as freely as possible without being a hindrance of any form to others.
There are many authors like Colleen Hoover, namely E.L James (Fifty Shades of Grey), and Anna Todd’s Ater Series. Even Stephanie Meyer’s Twilight series has been critiqued for its subtle toxicity.
While condoning domestic violence is not appropriate, it could be that some people are shrouded in the fictional realm of fictional love.
We must remember, irrespective of what we do or what we read and imbibe, eventually inculcate a personality that does not give us the right to project that onto others. The limitations of one’s self come with a well-defined structure of self-control. How we conduct ourselves at the crux of it all is the choices we make.
BookTok has given these authors and their readers a platform to express themselves and find like-minded people. While it is a controversy because a large number of people have condoned certain aspects, tackling such a conundrum is sensitive. Essentially, BookTok is only a forum to share ideas and garner faster attention to books and genres and again, like-minded people.
Finally, the fast-paced nature of TikTok can lead to a superficial engagement with books, where aesthetic appeal and emotional reactions take precedence over deeper analysis and discussion.
Why do people resonate with BookTok?
The success of BookTok can be attributed to several key factors:
- Authenticity: Unlike polished advertisements or professional reviews, BookTok content feels genuine and relatable. Readers trust recommendations from creators who share their unfiltered thoughts and emotions.
- Community: BookTok fosters a sense of belonging. Readers can connect with others who share their interests, whether it’s a love for fantasy epics or a penchant for tear-jerking romances.
- Accessibility: The platform breaks down barriers to entry. You don’t need to be a literary expert to participate; all that’s required is a love of books.
- Interactivity: BookTok encourages viewers to engage with content, whether by commenting, participating in challenges, or reading along with creators. This interactive element makes reading feel like a shared experience.
What is the future of BookTok?
As BookTok continues to grow, its potential seems limitless. It has already revolutionised the way people discover books and connect with fellow readers, and its influence shows no signs of waning.
Moving forward, BookTok could play an even greater role in shaping the literary world, from encouraging sustainable publishing practices to amplifying underrepresented voices. It may also inspire similar communities on other platforms, further solidifying the relationship between social media and literature.
BookTok is more than just a trend—it’s a revolution in how we engage with books and storytelling. By harnessing the power of social media
For instance, it took fans almost twenty years to appreciate Hayden Christensen who played the live-action young Anakin Skywalker a popular and enigmatic science fiction book/comic character. With the influence of social media, his portrayal of this character reached farther corners of the world, increasing his genuine fans and giving them a medium to showcase their appreciation.
Likewise, authors require fans or readers who appreciate their work. Readers also require an unbiased niche community where they can discuss their interests. Of course, critiques are extremely essential for improvement and understanding various perspectives.
But a positive community in niche aspects, albeit the fundamentally wrong communities (dark web, violators, abusers, predators, etc) find a safe space in BookTok. As the famous saying goes, “One man’s nectar is another man’s poison.” BookTok has given authors and readers a forum to find their nectar.
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Sources:
Barnett, D. (2023). ‘I can’t stress how much BookTok sells’: teen literary influencers swaying publishers. The Guardian. [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.
Child Rescue Coalition (n.d.). Safeguarding Children Online: The Importance of Monitoring Internet and Social Media Usage. [online] Child Rescue Coalition. Available at: https://childrescuecoalition.org/educations/safeguarding-children-online-the-importance-of-monitoring-internet-and-social-media-usage/.
Moeslein, A. (2024). So, What’s This Colleen Hoover Controversy All About? [online] Glamour UK. Available at: https://www.glamourmagazine.co.uk/article/colleen-hoover-controversy-2024.
Publishers Association (2022). The BookTok Generation: How Social Media is Transforming Gen Z Reading Habits. [online] Available at: https://www.publishers.org.uk/wp-content/uploads/2022/11/BookTok-for-WEBSITE.pdf
Rozaki, E. (2023). Reading Between the Likes: The Influence of BookTok on Reading Culture. [online] studenttheses.uu.nl. Available at: https://studenttheses.uu.nl/handle/20.500.12932/43888.
Images:
https://unsplash.com/s/photos/booktok
https://www.istockphoto.com/search/2/image-film?family=creative&phrase=booktok
