{"id":4814,"date":"2023-09-23T11:42:31","date_gmt":"2023-09-23T11:42:31","guid":{"rendered":"https:\/\/mpelembe.net\/?p=4814"},"modified":"2023-09-23T11:42:31","modified_gmt":"2023-09-23T11:42:31","slug":"how-booktok-trends-are-influencing-what-you-read-whether-you-use-tiktok-or-not","status":"publish","type":"post","link":"https:\/\/mpelembe.net\/index.php\/how-booktok-trends-are-influencing-what-you-read-whether-you-use-tiktok-or-not\/","title":{"rendered":"How BookTok trends are influencing what you read \u2013 whether you use TikTok or\u00a0not"},"content":{"rendered":"

Natalie Wall<\/a>, University of Liverpool<\/a><\/em><\/span><\/p>\n

If you\u2019ve been in a bookshop recently, you may have seen references to BookTok \u2013 whether it\u2019s stickers on books or whole tables dedicated to \u201cBookTok favourites\u201d.<\/p>\n

BookTok is a community on the social media app TikTok. Creators make short videos recommending, reviewing, or just generally chatting about books. This community has become one of the biggest on the platform and its hashtag (#BookTok<\/a>) has been used on over 60 billion videos<\/a>. BookTok\u2019s influence over the publishing industry and what young people are reading is staggering.<\/p>\n

<\/p>\n

Online reading communities have been around for a while. Goodreads<\/a> \u2013 a social cataloguing platform where readers can follow friends and authors, get book recommendations and read user-submitted reviews \u2013 was launched in 2007, and there are other communities on sites such as YouTube (BookTube<\/a>) and Instagram (Bookstagram<\/a>). <\/p>\n

However, none of these sites seem to have captured the attention of readers, publishers and retailers quite like BookTok. Caroline Hardman, a literary agent at Hardman & Swainson, corroborates this, telling The Guardian<\/a>: \u201cIt\u2019s having a strong effect on what publishers look for.\u201d<\/p>\n

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\n \"Quarter
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This article is part of Quarter Life<\/a><\/strong>, a series about issues affecting those of us in our twenties and thirties. From the challenges of beginning a career and taking care of our mental health, to the excitement of starting a family, adopting a pet or just making friends as an adult. The articles in this series explore the questions and bring answers as we navigate this turbulent period of life.
\n_
\n_You may be interested in:<\/em><\/p>\n

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Love or hate TikTok\u2019s viral bottle-smashing trend? A neuroscientist explains what that says about your brain<\/a><\/em><\/p>\n

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Is BookTok\u2019s impact positive or negative?<\/h2>\n

The main demographic of BookTok creators, viewers and authors is young women<\/a>. While books popular with young women have gained immense broad popularity before \u2013 for example, the Twilight saga<\/a> (from 2005) by Stephenie Meyer, and the paranormal romance fever that followed \u2013 young women have rarely been taken seriously as either critics and readers.<\/p>\n

But times are changing. The books most popular with BookTok \u2013 such as romance, fantasy and the hybrid genre \u201cromantasy\u201d \u2013 are being picked up more and more by publishers<\/a> and displayed more prominently in bookshops<\/a>. <\/p>\n

Book series such as A Court of Thorns and Roses<\/a> by Sarah J Maas (from 2015) are immensely popular on BookTok \u2013 with some videos about the series amassing over a million views<\/a>. The series is marketed alongside new releases like The Hurricane Wars<\/a> by Thea Guanzon or A Touch of Chaos<\/a> by Scarlett St. Clair, with Maas\u2019s series appearing as \u201csimilar\u201d or \u201crecommended\u201d on Amazon, Waterstones and Goodreads, as well as often being mentioned in readers\u2019 reviews.<\/p>\n

\n \"Young
\n Young women are shaping publishing like never before.<\/span>
\n Ground Picture\/Shutterstock<\/a><\/span>
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Mythology retellings are also immensely popular on BookTok, sparked by titles such as The Song of Achilles<\/a> by Madeline Miller (2011). Such titles now heavily feature on publishers\u2019 new release and coming soon lists. <\/p>\n

While it is fascinating to see that young women and their tastes can have such a big impact on the publishing industry, there\u2019s a risk it may homogenise the industry. Literary critic Barry Pierce<\/a> has said that BookTok reads \u201call sort of have the same cover\u201d. Meanwhile author Stephanie Danler said<\/a> of her foray into BookTok: \u201cIt seemed impossible to discover different fiction. It was the same 20 books over and over.\u201d <\/p>\n

BookTok also has a problem with diversity \u2013 in more ways than one. Its recommendations are overwhelmingly by white authors<\/a>, and it is unclear what the long-term effects of this will be on both publishing and the young readers who flock to the app for recommendations. Furthermore, by catering to this huge audience of young women, publishers are forgoing books by men, especially emerging writers<\/a>.<\/p>\n

Reviving books and identifying as \u2018readers\u2019<\/h2>\n

BookTok is also proving a powerful tool for renewing interest in past titles. At the inaugural BookTok Awards<\/a> held in August, Dolly Alderton\u2019s memoir Everything I Know About Love<\/a> won in the \u201cbest book to end a reading slump\u201d category, despite being published in 2018. <\/p>\n

These awards even had a \u201cbest BookTok revival\u201d category, with the award going to Jane Austen\u2019s Pride and Prejudice (1813). It\u2019s funny to think that Austen, an author so revered that is she is printed on the \u00a310 note<\/a>, is being \u201crevived\u201d, but the younger demographic of BookTok may mean that new audiences are coming to even such established authors.<\/p>\n<\/p>\n

It also makes startlingly clear how much BookTok and its creators are tastemakers who are shaping what and how young people read. As some creators themselves have said<\/a>, BookTok favours \u201cconvincing you to read books based on their aesthetics\u201d.<\/p>\n

This might appear a shallow way to read but it is clearly very compelling, especially for a generation for whom countercultures have given way to microtrends and niche aesthetic identities. Young people are no longer punks, hippies or goths, but instead dress with a \u201ccottagecore<\/a>\u201d or \u201cdark academia<\/a>\u201d aesthetic.<\/p>\n

Identity and aesthetics are potent tools that BookTok utilises to drive views, enthusiasm and sales \u2013 even if the latter isn\u2019t the creators\u2019 explicit aim. BookTok encourages people to identify as \u201creaders\u201d<\/a> rather than simply to read \u2013 indeed, to identify as specific kinds of reader such as \u201cromance readers\u201d or \u201cfantasy readers\u201d. <\/p>\n

The constant supply of new content, book releases and ways to show yourself to be a reader \u2013 all displayed in visually compelling snippets \u2013 means that BookTok\u2019s impact on what young people are reading is uniquely powerful.<\/p>\n

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\n <\/span><\/p>\n<\/figcaption><\/figure>\n

Looking for something good? Cut through the noise with a carefully curated selection of the latest releases, live events and exhibitions, straight to your inbox every fortnight, on Fridays. Sign up here<\/a>.<\/em>\"The<\/p>\n

\n

Natalie Wall<\/a>, PhD in English Literature, University of Liverpool<\/a><\/em><\/span><\/p>\n

This article is republished from The Conversation<\/a> under a Creative Commons license. Read the original article<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Natalie Wall, University of Liverpool If you\u2019ve been in a bookshop recently, you may have seen references to BookTok \u2013 whether it\u2019s stickers onRead More…<\/a><\/p>\n","protected":false},"author":1,"featured_media":4815,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"googlesitekit_rrm_CAowu7GVCw:productID":"","_crdt_document":"","activitypub_content_warning":"","activitypub_content_visibility":"","activitypub_max_image_attachments":3,"activitypub_interaction_policy_quote":"anyone","activitypub_status":"","footnotes":""},"categories":[5],"tags":[10483,10470,10471,10474,722,10478,10473,10472,10481,10482,10484,10475,726,10480,10476,10479,452,10477],"class_list":["post-4814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lifestyle","tag-barry-pierce","tag-booktok","tag-booktube","tag-caroline-hardman","tag-creative-commons","tag-dolly-alderton","tag-ebook","tag-goodreads","tag-jane-austen","tag-madeline-miller","tag-natalie-wall","tag-sarah-j-maas","tag-shutterstock","tag-stephanie-danler","tag-stephenie-meyer","tag-thea-guanzon","tag-tiktok","tag-waterstones"],"featured_image_src":"https:\/\/mpelembe.net\/wp-content\/uploads\/2023\/09\/file-20230920-27-dsmzsn-1024x683.jpg","blog_images":{"medium":"https:\/\/mpelembe.net\/wp-content\/uploads\/2023\/09\/file-20230920-27-dsmzsn-300x200.jpg","large":"https:\/\/mpelembe.net\/wp-content\/uploads\/2023\/09\/file-20230920-27-dsmzsn-1024x683.jpg"},"ams_acf":[],"yoast_head":"\nHow BookTok trends are influencing what you read \u2013 whether you use TikTok or\u00a0not - 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