Social media has become a fundamental part of digital marketing over the last decade or so. Developers behind these platforms have worked to incorporate business tools to assist marketing professionals while also attending to the interests of users. But some of the most effective forms of social media marketing have been driven by content creators rather than professional developers or marketers.
BookTok is a prime example of this. As the TikTok platform has grown in popularity, distinct types of content creation have emerged. BookTok is the section of the user base not just recommending books to their followers but passionately and creatively exploring them. The popularity of this segment is seeing significant growth. Importantly, publishers have recently noted that these literary influencers are actively driving book sales. This isn’t just on new releases, either; back catalogs are also seeing some action.
So, what makes BookTok so influential? Let’s take a look at some of the key contributing factors.
Independent Credibility
The first thing to recognize about BookTok is it is relatively free of outside influence. For the most part, content creators in this field aren’t supported by publishers in any material way. The reviews and videos aren’t sponsored and creators aren’t receiving products or free books in return for exposure. Much like Bookstagram, BookTokkers are driven largely by the joy of sharing their love of literature.
This independence tends to make BookTokkers a more credible source of recommendations for their audiences. The viewership knows the creators they’re connecting with have no ulterior motives and are not obligated to give priority to certain authors or titles. It is therefore a more authentic experience driven by the shared interests of both the content creator and their audience.
It also means creators have a genuine enthusiasm for the titles they rave about. This is particularly evident when BookTokkers choose to highlight back catalog titles that may not have received a great deal of attention in the past. There’s no attempt to give a hot take on a trending book or reviewing in line with a marketing schedule. There is the sense audiences and creators are discovering something genuinely positive together, which can be powerfully engaging.
Widespread Accessibility and Inclusivity
One of the issues that has long plagued the publishing industry is how to overcome the hurdles of a dry reputation. If we look at how books have been marketed in the past, this has been largely limited to newspaper best-seller list promotions, author interviews on TV and radio, and online book clubs. There have been few successful attempts to open marketing efforts up to a wider audience. One of the reasons BookTok is so influential is it makes discussions surrounding books more accessible and inclusive.
This is very much in line with consumer behavior trends influenced by cultural and technological shifts. A greater emphasis on digital interactions and enhanced convenience are among the most sought-after commercial experiences by many demographics. The fact that BookTokkers provide literary content through the apps and devices the public is already using serves both these priorities. This ease of engagement in technological forms the public prefers means BookTok is the most accessible marketing tool publishing has had for a long time.
Importantly, it doesn’t limit influence to traditional reviewers and experts in the industry. The content creators of BookTok are primarily young and hailing from a diverse range of backgrounds. This sends a powerful message about who is recommending a book and why audiences should seek it out. As our society places ever greater emphasis on diversity, these content creators are changing the face of literary critique to take far more relevant forms.
Community Drive
There is no denying the fact that digital devices have changed our lives on various personal and professional levels. Alongside supporting online shopping and digital healthcare, these tools have shifted key aspects of the publishing industry. This isn’t just about the rise of ebooks we can read on dedicated devices or our smartphones. The digital age has also changed the way we share our cultural experiences. This gives us another hint about why BookTok is so influential; it builds strong and committed communities around itself.
This is consistent with the ways fandom has changed over the last couple of decades. BookTok gives spaces for consumers to engage with the content creators and enthuse about the titles being featured in the videos. Perhaps most importantly, the community grows through this engagement.
The types of content being produced are in easily shareable forms, which means members are more likely to disseminate it among their followers. But this enthusiasm also impacts the algorithm of the TikTok platform. The greater community engagement, the greater level of promotion, which in turn produces a wider circle of influence.
Entertainment Value
BookTok taps into an important element other forms of publishing marketing in the past have failed in. The content is independently entertaining. Content creators in this space aren’t just doing straight reviews the audience could find on other platforms. They present fun and engaging media that explores the wider types of experiences readers get from not just reading books but living with them.
We’ve seen this in the shape of funny meme-styled videos around genre tropes and reader behavior, like those produced by Abby’s Books, while Ayman’s Books gained particular attention for her loud, emotional, wailing response to the end of Madeline Miller’s novel, The Song of Achilles. TikTok’s audience wants to see content that is more than the promotional and formulaic fare they get elsewhere online. BookTok is influential because it gives an entertaining, relatable, and organic take on what it means to be a reader today.
Conclusion
BookTok is an increasingly important influencer in the publishing industry. The keys to its success are often rooted in the independence of the creators and the platform’s community-driven engagement. Importantly, creators are making their content as entertaining as it is informative. In many ways, this trend is putting the power to generate literary interest back into the hands of passionate and committed readers.
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