The Rise of #BookTok
For this project, I wanted to explore how BookTok has transformed the reading world—not just in sales, but in how people discover, discuss, and engage with books. Unlike traditional literary spaces and book marketing, which often revolve around paid promotions, reviews, and curated bestseller lists, BookTok thrives on authenticity. Readers trust real people, not just corporate ads, but genuine, raw emotional reactions tailored to their audience.
For many, reading has shifted from a solitary pastime to a shared, digital experience. Instead of browsing bookstore shelves alone, BookTok users turn to comment sections, viral hashtags, and creator recommendations to guide their next choice of book.
Through my research, I found that BookTok’s influence extends even further than I expected—according to the Publishers Association, 38% of young readers now turn to BookTok for recommendations over family and friends, and 68% have picked up books they never would have considered otherwise.
This shift has made reading more interactive. The creators behind these videos on BookTok do more than just offer recommendations—they film reaction videos, review books, discuss theories, and more, turning literature into a dynamic, participatory experience as readers actively engage with content.
Digital interactivity has fostered a reading community that extends far beyond any traditional book club. One of BookTok’s core strengths is its ability to build a digital community by connecting readers through shared interests. According to Publishers Association, BookTok has helped Gen Z connect with peers based on what they’re reading, with 19% saying the hashtag helped them find a community and 16% saying that they’ve made new friends because of it.
While online book discussions have existed for years, TikTok’s visual, emotion-driven platform has transformed them into a more immersive experience. It’s not just talking about the books—it’s about sharing raw, emotional experiences, like crying over heartbreaking endings, quoting powerful lines, or even acting out key moments.
This digital connection has extended beyond the online realm. With the rise of BookTok during the pandemic, Business Insider highlighted how BookTok played a significant role in the highest surge of book sales in nearly two decades between 2020 and 2021. In response, physical bookstores have embraced the trend by designating sections for books that have gone viral on BookTok. As noted in the brochure, this shift is a direct result of BookTok’s influence, motivating readers to visit stores to buy trending titles.
BookTok is more than a book recommendation engine—it’s a cultural shift in how books are experienced, shared, and valued. However, despite its undeniable impact, BookTok is not without its criticisms. It has been argued that its algorithm-driven nature leads to an over-saturation of certain genres—particularly romance, fantasy, and contemporary fiction—while leaving other categories underrepresented.
Additionally, the virality of BookTok recommendations can sometimes prioritize hype over substance, leaving some readers disappointed when a highly promoted book fails to meet expectations. In an article "What's Wrong With BookTok" for Femme Magazine, Malvika Iyer expresses this frustration, stating, "I get tired of seeing the same novels over and over again, and the videos recommending them often lack meaningful literary discussion, instead focusing on superficial elements like the appeal of the male protagonist or the details of a slow-burn romance.”
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There are also concerns about the commercialization of BookTok, as publishers and influencers increasingly tap into its popularity, blurring the line between authentic enthusiasm and sponsored content. Gen Z reader Ashley Mercuri noted in an interview that she believes many book influencers start receiving paid promotions once their content reaches a certain level of engagement with their audience.
Still, even with these challenges, BookTok's ability to engage new readers and reignite excitement around books remains a defining force in modern reading culture. Whether it's a passing trend or a long-term shift, its influence on publishing, book sales, and reader communities is impossible to ignore.