The Rise of BookTok: A Shift in the Reading Landscape

The world of reading has been transformed by the emergence of BookTok, a subculture of TikTok that has captivated the attention of millions. With an astonishing 52 million hashtags, it’s undeniable that BookTok has become an integral part of the reading community. As a casual reader in the 2000s and 2010s, I was one of the many individuals who discovered BookTok in 2020. During that time, I stumbled upon videos showcasing book recommendations, monthly unboxings, and bookshelf organizing. These content creators helped me discover new books and reignite my passion for reading. One of the most significant aspects of BookTok is its ability to promote older books, often rediscovered by new generations of readers. For example, “Six of Crows” by Leigh Bardugo, published in 2015, and “Legend” by Marie Lu, published in 2011, have been re-emerging on the platform. These titles, though not new, have become increasingly popular among BookTok users. Emily Teigland, a second-year University of Minnesota student and president of the book club through the University Libraries, praises the ease and accessibility of finding books on TikTok. She notes that the platform has allowed people to discover new books and build a community around reading. Teigland’s sentiment is echoed by many BookTok users, who appreciate the platform’s ability to promote a vast array of books and foster a sense of belonging. BookTok has also given a platform to lesser-known authors, particularly those in the self-publishing realm. As an example, “Stone Maidens” by Lloyd Devereux Richards, published in 2013, experienced a resurgence in popularity after its author’s daughter posted a TikTok video promoting the book. The book rose to the No. 1 bestseller on Amazon, thanks to the power of social media. Many self-publishing authors have found success by creating engaging content for BookTok, using keywords like “enemies to lovers” or “dark romantasy” to promote their books. These genres have gained immense popularity on the platform, surpassing other book genres. BookTok has also brought attention to heavier genres, such as explicit romance. While some authors have faced backlash for their explicit content, others have found success by marketing their books with a more cartoonish style. Authors like Ali Hazelwood, Emily Henry, and Hannah Grace have become popular figures on BookTok, despite controversy surrounding their work. Lacie McMillin, an undergraduate services specialist at the University’s libraries, acknowledges that while some books may be too explicit for younger readers, BookTok can serve as a space for important conversations. She notes that the platform can help readers learn about books that may not be suitable for them, and encourages them to make informed decisions about the content they consume. Kate Peterson, an undergraduate services librarian, shares McMillin’s sentiment, but with a more nuanced perspective. She believes that public or elementary school librarians should be cautious when recommending books to younger readers, as they may not be aware of the content. However, she also emphasizes the importance of empowering readers to make their own choices about what they read. Peterson recommends speaking with parents, teachers, and local librarians to ensure that readers are making informed choices. She also believes that if a book is not resonating with a reader, they have the freedom to put it down and explore other options. Ultimately, BookTok has brought about a shift in the reading landscape, where readers can find a vast array of books and connect with others who share similar interests. While some may argue that the platform prioritizes popularity over literary merit, many readers appreciate the opportunity to discover new books and authors. The formula for book fame has changed significantly since the rise of BookTok. Many new romance and “romantasy” novels seem to be influenced by previous works, rather than offering unique perspectives. As readers, we can be critical of these trends, but we should also recognize the value of finding books that speak to us personally. Mira Ratrout, a second-year student at the University, highlights the importance of literature as a form of protest and social commentary. She notes that BookTok’s emphasis on trendy books can be seen as a departure from the literary movement’s focus on art and beauty. Ratrout’s sentiments are echoed by many readers, who value the freedom to read what they want, without judgment. As I stated earlier, “If BookTok motivates you to read, don’t let anyone stop you.” In an age where technology is advancing rapidly, books will continue to collect dust in the background. However, platforms like BookTok can help keep reading alive and vibrant. In conclusion, the rise of BookTok has marked a significant shift in the reading landscape, offering readers a diverse array of books and a sense of community. By embracing the diversity of BookTok, we can continue to foster a love for reading that will endure for generations to come.