The Rise of BookTok: How Social Media Influences Reading Trends

BookTok has boosted several books published years before, such as Harry Potter, to fame.

Scrolling through TikTok, users will likely see posts from around the world of people reviewing their favorite books, participating in read-alongs, and discussing recommendations. This corner of Tik Tok, known as BookTok, has become an active community among young readers. 

What is Booktok? 

BookTok took shape between late 2019 and early 2020 with readers sharing book-related videos on TikTok. Its popularity surged during the COVID-19 pandemic, when many people spent more time at home looking for ways to connect, especially over shared interests. 

Young readers are turning to BookTok to exchange ideas, discuss stories, and hear from a range of voices outside of their immediate circle. Jia Sethi, 13 years old, said "BookTok is one of the best ways social media is being used because thousands of people can share their ideas." BookTok has even reached the ears of teachers and administrators. Director of Enrichment and Summer Programs at Stratford Preparatory School, Sarah Tran, said, “BookTok can be a great resource for teens trying to discover books.” 

BookTok is popular among its followers because it resembles regular social media feeds but with a focus on a shared interest. It is a platform for creative expression where content can easily go viral. In fact, popular trends like GRWM (Get Ready with Me) videos and shopping hauls have been adapted for BookTok. Most videos are quick, usually 15 to 60 seconds long, and use trending sounds to keep them fast-paced and fun. 

The Impact of BookTok on Publishing 

BookTok has become a significant force in the publishing world, often propelling books onto bestseller lists and into the hands of millions of fans. Both indie and traditionally published authors have received increased attention. Additionally, BookTok has boosted several books published years before to fame. Examples of this are The Silent Patient by Alex Michaelides, The Book Thief by Mark Zusak, and for kids, The Harry Potter series by J.K. Rowling. 

As reported in Publishers Weekly, data from NPD BookScan revealed that print book sales rose 8.9% in 2021 to 825.7 million units, up from 757.9 million in 2020, with young adult fiction experiencing the biggest jump at 30.7%. For example, that year They Both Die at the End by Adam Silvera, released four years earlier, was the #1 title in the category. To capture the momentum of this trend, bookstores regularly set up display tables for books trending on BookTok, and major news outlets publish lists featuring these popular titles. 

How Today’s Generation is Adapting 

Technology has taken over, especially in younger generations, where kids turn to screens instead of picking up a book. BookTok brings books back to the forefront, where posts can make reading sound more appealing than a traditional school assignment. 

Before selecting a book, Teresa Ho, a 14-year-old eighth grader at Stratford Middle School, watches multiple posts from different content creators rating the same book and compares their opinions. Ho said, "Using BookTok has made it so much easier to find interesting books because the internet has so many different reviews of the same book." 

BookTok stands out on a platform known for viral dances and funny reels. As more young people turn to social media, its influence could shape how future generations discover and engage with books.