The Era of BookTok: Rewriting the Rules of Publishing

Written by Tade · 2025-04-20

Must publishers adapt to the demands of BookTok to succeed in this new digital era?

Compelling testimonies highlight how BookTok is reviving the relevance of books, sparking widespread conversations around their content, and encouraging readers to engage with its trends. This phenomenon describes BookTok’s powerful influence, not only in shaping best sellers and guiding marketing strategies but also in determining which books get published and even which titles are adapted into TV shows or movies.

Before the rise of BookTok, publishers largely controlled book marketing through traditional mediums such as bookstores, newspapers, magazines, online review platforms like Goodreads, book tours and public relations campaigns. Until late 2019, when a new player disrupted the entire publishing industry: BookTok! 

HOW TIKTOK BIRTHED BOOKTOK

Before BookTok emerged, online book communities like BookTube (YouTube) and Bookstagram (Instagram) were key in driving book sales. These platforms relied heavily on polished aesthetics, long-form content, and creators with established followings. In contrast, TikTok introduced a new model that prioritizes emotions, viral trends, and recommendations, defining how books gain visibility and connect with readers.

Marines Alvarez, an experienced book creator, describes BookTok as:

“A wholly unique venture for book creators — one that uses discoverability and community interactions to set itself apart from other iterations like Bookstagram and BookTube.” 

WHAT EXACTLY IS BOOKTOK?

During the COVID-19 lockdown in 2020, TikTok became a major source of entertainment and connection. Users participated in challenges, creating content across various niches such as #DanceTok, #FitTok, #CookTok, #MoneyTok, and #HealthTok. Amid this noticeable surge, one vibrant sub-community stood out: #BookTok. This space brought together book lovers and influencers through shared discussions, recommendations, reviews, and author participation. Since its recognition, #BookTok has garnered over 200 billion views, sparking interest in genres like fantasy, romance, thrillers, and young adult fiction, with a particular spotlight on romantasy, a combination of romance and fantasy elements.

BookTok creators have gone beyond simple reviews, using Artificial Intelligence to visualize characters, settings, crafting memes, mood boards, and sizzling chemistry between characters, transforming the platform into a dynamic book culture and fandom hub. For Generation Z, BookTok has become more than entertainment: it’s a safe space for escaping reality, self-expression, and fostering a community of book lovers. Meanwhile, publishers are captivated by the creative, emotion-driven storytelling that consistently results in impressive sales.

Polish author Hania Czaban notes that the most successful books trending on BookTok appeal to teenagers and young adults, the very demographic that dominates TikTok. This trend now directs publishers and authors toward stories catering to younger audiences.

List of books influenced by BookTok:

• Colleen Hoover’s It Ends With Us
• Sarah J Maas A Court of Thorns and Roses (ACOTAR)
• Madeline Miller The Song of Achilles
• Ali Hazelwood The Love Hypothesis
• Jenny Han The Summer I Turned Pretty
• Rebecca Yarros Fourth Wing
• Taylor Jenkins Reid’s The Seven Husbands of Evelyn Hugo, among others.

According to Business Insider, record-breaking titles like Colleen Hoover’s It Ends with Us has remained on the New York Times Bestseller list for a shocking 99 weeks. Bringing recognition to more of her books that have dominated the list since her book’s viral success. 

THE NEW AGE OF TIKTOK AND ITS INFLUENCE

“It’s huge, beyond anything in my career.”

 

James Daunt, CEO of Barnes & Noble, told Business Insider that BookTok represents one of the most significant phenomena in his 35-year career in the publishing industry.

The irrevocable existence of BookTok has reshaped traditional publishing practices by securing book deals, driving book orders, and enabling organic discoverability through its algorithm. Unlike traditional marketing methods, BookTok allows new reads to target users quickly without extensive searches or promotional efforts before content appears on the user’s screen.

Abby Parker, a BookTok creator with over 467,000 followers, speaks about TikTok’s algorithm.

“You’re not actively having to constantly search for videos. They just supply it all for you there”

  

On the subject of BookTok’s influence, Oscar Janson-Smith, a literary agent at Gleam Futures, emphasizes:

“Generating pre-orders is obviously nigh on impossible if you don’t have a platform because how are people going to find out about the book?”

 

Leveraging BookTok marketing hasn’t singularly gained independent publishers’ traction. It has created communities that have boosted pre-order sales, as seen in the success of Rebecca Yarros’s Fourth Wing.

BookTok has become the brainchild of several initiatives that extend beyond communities. One of such initiative, BookTalk, was created by the founder Thakur, which features author panels, book clubs, and exclusive merchandise for attendees. Thakur elaborates on her mission:  

“I was an event coordinator back then and was doing similar organizing for virtual conferences, and I wanted to see something similar for BookTok audiences, complete with diverse authors, BookTok creators, and fun activities for us to do over the course of three days”

 

According to Elle Magazine, TikTok has inspired Barnes & Noble to dedicate an entire section of their website to “The Most Popular BookTok Books”. Leaving no exception to the Hay Festival, an annual event sponsored by TikTok and held in Wales from May to June. This event became a pioneering gathering for writers, readers, literature, arts, and culture enthusiasts.

While TikTok has been effective in the creative ecosystem, it has also revived older titles that were once popular, pushing them to the bestseller lists once again. These include books like Circe, The Summer I Turned Pretty, It Ends With Us, and Six of Crows, the latter of which has been adapted into a Netflix series. This resurgence has led to skyrocketing book sales and renewed popularity.

Aside from propelling book sales, BookTok also creates a safe and inclusive space for readers. Engaging in discussions about characters’ complex personalities, societal issues, and themes in featured books. This space encourages readers to share their perspectives, promoting a culture of inclusion and deeper literary engagement. Up-and-coming authors like Alex Aster and Chloe Gong are not left out in the hype. They engage with readers directly, participate in challenges, and interact directly with fans. This direct engagement enhances recognition and strengthens the connection between authors and readers.

Furthermore, TikTok’s influence extends beyond plot development to the visual appeal of book covers to attract attention. BookToker Zuzia Wiktorska points out:

“Sometimes, the standard editions of books can look like special ones because publishers have started competing so much in the design of new releases”

 

While BookTok’s impact on the publishing industry has been largely positive, it hasn’t been without its controversies. Certain trends have raised concerns surrounding authenticity and commercialization. As BookTok evolves from a community of organic recommendations to strategic promotion, some users have expressed skepticism about influencers endorsing books for monetary gains rather than genuine interest. This reality can lead to distrust, driving readers away from overhyped or misrepresented titles. 

Publishers eager to stay relevant have begun tailoring their marketing strategies to align with BookTok trends, sometimes at the expense of traditional editorial standards. This raises questions: Is this the future of publishing? Are we entering an era where viral potential outweighs literary quality? How long will we emulate these BookTok publishing practices before they do more harm than good?  

The increasing pressure to produce marketable content has placed a heavy burden on some authors, who now find themselves to be not just writers but also marketers. For some, the demands of maintaining a social media presence while upholding high-quality books have become overwhelming. TikTok has become a must-use platform for writers fear of missing out.

Sherene Yang, Opinions Editor at Campus Times, shared her thoughts on the issue, using Rebecca Yarros as a case study. Yarros capitalized on the viral success of New York Times bestseller Fourth Wing, released in 2023, releasing its accelerated sequel Iron Flame within six months. The author managed to appeal to many beloved BookTok tropes while blending two of BookTok’s favorite genres, drawing criticism for its rushed release and flaws. Despite this, the book was sold out before its full release, and the originally planned trilogy expanded into a five-book series, mainly driven by readers’ demand and trends. 

ARE BOOKSHOPS EXEMPTED?

Just as BookTok, the largest online community, fosters connection and reader support, physical stores have begun adopting this digital influence. TikTok recommendations are presently directing traffic to bookstores, with readers seeking out titles that have gone viral. This growing trend is evident at BookBar, an independent bookshop and wine bar in London. Its owner, Chrissy Ryan, spoke about the astounding recognition BookTok has brought to her business.

“Launching in the pandemic was challenging but BookTok has been really helpful in driving customers into our store. More and more we are seeing young people come to the shop asking for books they discovered on TikTok. At Book Bar, we really want to facilitate those connections they’ve found online to create an authentic in-person experience. We are increasingly looking to BookTok to help determine our stock and predict demand. It’s exciting to see that BookTok has helped make reading cool again.”

 

Carrie Deming, owner of The Dog Eared Book in Palmyra, New York, has experienced the power of BookTok. With over 100,000 followers on her name-sake account. Deming shared that some customers drive hours to visit her store after discovering it on her platform. She notes that TikTok is the primary drive of both online and in-store sales.

In response to this growing influence, Stewart’s points cited from Penny Dreadful to BookTok: How Technology Influences Reading and Publishing Practices suggest that many bookstores are responding to this promotion by supporting and promoting BookTok as well. They have dedicated tables and endcaps to popular BookTok books.

The idea that an online presence could lead to a surge in sales for physical books, both paperbacks and hardcovers, was once unexpected. Still, it’s becoming the new norm in modern book sales. 

BOOKTOK AND MARGINALIZED COMMUNITIES

Despite BookTok’s vast digital footprint and its home to a plethora of many ethnicities, the platform has faced criticism for failing to diversify its book. A closer look at the app’s top Best Picks reveals that white romance novels, often written by white female authors, continue to dominate the charts.

BookToker Madi Lim, who actively promotes diverse books, has voiced her frustration about the difficulty of gaining visibility for authors from marginalized backgrounds. BookTok, in this sense, mirrors a more extensive societal discussion about including people from marginalized communities. However, TikTok’s algorithms don’t favor in that regard to broaden the reach of BIPOC BookTok influencers which has led to the growing obstacle of shadowbanning—which decreases BIPOC content creator’s content visibility and engagement, making it difficult for their content to appear on TikTok’s For You page. In response, influencers like Bernia Julia have taken the initiative by promoting Black and Afrofuturism literature. Many BIPOC consumers have found a way to uplift underrepresented authors and creators by curating them to their feed and changing the app’s narrative for discovery. 

CONCLUSION

BookTok’s presence in the publishing industry is an unwavering foothold. Its influence in sales, creating communities, and reviving reading interest is impressive. However, it’s important that publishers and authors can adapt to this space with caution to never compromise their quality and reputation for engagements.

As Laura Schreiber, editor at Barnes and Noble’s, puts it:

“There are probably all kinds of people who think that TikTok is the only path to success, but I don’t think that’s true.”

Her words serve as a reminder for authors to prioritize their expertise over trend-chasing. Because while technology is constantly evolving, a well-written book will stay on the shelf longer than a book lacking quality. 

 Written by Tade · 2025-04-20