For some time, adolescents and young adults from the book community have been crossing paths on TikTok. Books are being presented under hashtags like “BookTok” and “TikTokMadeMeBuyIt”, in some cases even going viral. Today, the TikTok hype is critical to the success of certain genres, like romance and fantasy. This became clear at the Frankfurt Book Fair. The organizer dedicated an entire hall to the topic, hosting the second edition of the “BookTok” awards.
Since the beginning of the 2020s, adolescents and young adults have been posting book recommendations on TikTok. #BookTok and #TikTokMadeMeBuyIt have become a relevant factor for the book market and the bookselling trade. Deniz Ulucan, Head of Book and Market Research at Media Control, can attest to this: “We have been seeing #BookTok strengthen the book market and influence buying behavior for three, four years now. It’s also attracting new book buyers.” #BookTok is an absolute phenomenon and its rapid development is unstoppable. The numbers speak for themselves: In mid-2024, #BookTok had over 250 billion clicks, with more than 38.8 million posts on the platform.
Literature reinterpreted
Stationary trade is also responding to this trend, setting up book tables and shelves to showcase and sell the titles hyped on #BookTok. Since April 2023, Media Control and TikTok have been working together to analyze which books are often being talked about on the platform and also retailing well. They publish a monthly #BookTok bestseller list which ensures continued sales. This prompted the Frankfurt Book Fair to give the topic its own hall this year. The “BookTok” awards, which have already taken place twice now, were also launched. Like Karsten Samland, Head of Publisher Management at TikTok DACH (Germany, Austria and Switzerland), has emphasized, the strength of the #BookTok community lies in its solidarity and the way it reinterprets and shares literature. “For us at TikTok, it’s a great pleasure to see how literature lovers from all over the world are talking, making new discoveries and building a bridge between digital platforms and traditional literature.”
Boosting sales figures for classics
Young women between the ages of 18 and 25 especially bustled about the hall, visiting the booths. Long lines formed in front of the book tables, where authors were available for selfies and autographs. The book fair organizers find it sensational that young readers in particular are turning to books thanks to #BookTok. Though book reviews on #BookTok are nothing like classic reviews in newspapers or magazines. They are thousands of short videos ranging from brief summaries to very personal recommendations to categorizing the most boring or saddest books – you’ll find all that and more on #BookTok. But they also include invitations to read a book with other #BookTokers over the course of a week. At the end, readers share their insights, emotions and associated experiences. One appeal for publishing houses is that it’s not just new releases being discussed on the platform. Sales for backlist titles and classics no longer being advertised can also be boosted.
Higher-quality book design
The figures published by the German Publishers and Booksellers Association in July 2024 show: While the number of book buyers between 16 and 29 decreased, the number of titles sold per capita rose from 9.4 to 11.7; in 2022, these readers spent eight percent more than in 2017. Of this, “more than one in every four (...) euros spent is inspired by social media.” The higher prices also reflect the trend towards more sophisticated design. Finished book covers with paint, foil and edge coloring transform books into icons.
Classic publishing houses come across new authors that they sign, or they secure translation rights all thanks to #BookTok. Of course, the owners of TikTok, ByteDance, have also noticed this hype surrounding print books. Last year, the company entered into the publishing business, publishing e-books. With “8th Note Press,” TikTok is now planning on entering into book production as well. According to the New York Times, the company has already had initial signing talks with authors who were previously self-published. They are currently focusing on the genres of romance, fantasy, dark college and new adult and are looking to integrate a print on demand function on the platform to enable users to order books directly. With this step, #BookTok will change the book market – like it did the music business before – long term and lead to a conflict of interest. Namely, there is a risk of ByteDance favoring its authors on TikTok.
Yours,
Knud Wassermann,
Editor-in-Chief "Graphische Revue"