The Bestseller Machine

TikTok is changing the way books are recommended and sold, according to this The Economist article. Since 2021, the Chinese app has been influencing the literary market - and, subsequently, the entertainment industry. Going viral might not only elevate established authors but also propel first-time writers into bestseller status. 

BookTok

The term "Booktok" has emerged to describe a niche community on TikTok dedicated to promoting content about books. The readers offer opinions, recommendations, and, most importantly, share their reading experiences. TikTok has now over 30 MM videos tagged with the official #BookTok hashtag. 

The effect is noticeable even in bookstores. It is very common to find a specific section displaying books that are trending on the app. According to Nielsen's BookScan, BookTok has helped authors sell 20 million printed books in 2021(see The New York Times). 

Book Adaptations 

Some very popular films and TV series came straight out of BookTok, such as 'Daisy Jones and the Six', 'Red White Royal Blue' and 'Heartstopper'. And new ones have already been announced: 'It Ends With Us', 'The Seven Husbands of Evelyn Hugo' and 'They Both Die at The End' (more on Cosmopolitan). 

Word of Mouth

The most popular BookTok videos typically diverge from traditional review formats. Viewers are less interested in hearing about authors or book synopsis. Therefore readers express their excitement or disappointment, conveying emotional responses to a title. 

In essence, BookTok accomplishes the fundamental task of how books used to be sold: by word of mouth. The New York Times has published an article called "How Crying on TikTok Sells Books" that explains this phenomenon in details. 

Viral

Publishers and authors are taking note of the impact of BookTok. Creators frequently receive free books or are paid to post videos about specific titles (check out this The Economist article). 

However, predicting when a viral video will trigger a chain reaction online and directly influence book sales can be challenging. Success often occurs organically. Simply paying creators to promote a book isn't a guaranteed strategy. 

Read more about book adaptations to the screens in our past newsletter "Book Adaptation Era". 

Cheers, 

Duda

 *Duda Persson is a junior content manager at Malin Entertainment