{"id":29887,"date":"2022-11-14T23:12:28","date_gmt":"2022-11-15T04:12:28","guid":{"rendered":"http:\/\/digital.hec.ca\/?p=29887"},"modified":"2026-10-04T10:59:11","modified_gmt":"2026-10-04T14:59:11","slug":"rising-sales-of-books-due-to-tiktok-booktok-phenomena","status":"publish","type":"post","link":"https:\/\/digital.hec.ca\/en\/blog\/rising-sales-of-books-due-to-tiktok-booktok-phenomena\/","title":{"rendered":"BookTok: A phenomenon of book marketing"},"content":{"rendered":"\n<p class=\"has-text-align-left wp-block-paragraph\">Thanks to the popular social platform TikTok, there is a now new form of digital marketing for authors. &#8220;BookTok&#8221; phenomena is a subculture of the platform filled with various types of content. It includes content such as book reviews for readers to take part in.<\/p>\n\n\n<div class=\"wp-block-image wp-image-29925 size-medium\">\n<figure class=\"alignright\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"144\" src=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2022\/11\/Skarmavbild-2022-11-14-kl.-22.43.45-300x144.png\" alt=\"The page &quot;Now Trending on #BookTok&quot; on the website of Indigo with the best sellers under the category.\" class=\"wp-image-29925\" srcset=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2022\/11\/Skarmavbild-2022-11-14-kl.-22.43.45-300x144.png 300w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2022\/11\/Skarmavbild-2022-11-14-kl.-22.43.45-1024x491.png 1024w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2022\/11\/Skarmavbild-2022-11-14-kl.-22.43.45-768x368.png 768w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2022\/11\/Skarmavbild-2022-11-14-kl.-22.43.45-1536x737.png 1536w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2022\/11\/Skarmavbild-2022-11-14-kl.-22.43.45-2048x983.png 2048w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><figcaption class=\"wp-element-caption\">&#8220;Now Trending on #BookTok&#8221; on Indigo&#8217;s website, showing the best sellers under the category.<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-left wp-block-paragraph\">BookTok\u2019s main demographic is women and popular genres include romance, fantasy, rom-com, and young adult. Shelves with these genres, labeled with \u201cAs Seen on TikTok\u201d can be found in book stores like Barnes &amp; Noble (USA), and Indigo (Canada).&nbsp;This shows BookTok is as an offline form of marketing and not only online which can be seen on <a href=\"https:\/\/www.chapters.indigo.ca\/en-ca\/books\/tiktok-booktok\/\">Indigo&#8217;s website<\/a>.<\/p>\n\n\n\n<p class=\"has-text-align-left ticss-fd36a2a1 wp-block-paragraph\">TikTok&#8217;s demographic as an application itself also consists of women. Out of the users, 60% belong to <em>Gen Z<\/em>, a generation of trendsetters. Thus, making BookTok a powerful marketing tool. Popular names within BookTok include Colleen Hoover, Taylor Jenkins Reid, and Christina Lauren. These authors share a young adult audience, hence the rise in their popularity is no wonder the aftermath of BookTok.<\/p>\n\n\n\n<p class=\"ticss-003fa40c wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.tiktok.com\/@isabellagerli\/video\/6977434656564153605\n<\/div><figcaption class=\"wp-element-caption\"><em>An example of BookTok: Short, but effective review<\/em>.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Powerful marketing tool<\/strong><\/h2>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\">What makes BookTok so powerful is that it is a free form of marketing for authors. It is the self-evident explanation of word-of-mouth marketing. It&#8217;s where fans create and spread content that results in fun, creative ways of marketing. In comparison to paid advertisements, the organic engagement of BookTok is undermining authenticity. This is far more persuasive than sponsored posts. As a result, various book titles are becoming viral and exposed. This has created rising popularity and sales of books released before TikTok\u2019s rising popularity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Authors new-gained success due to BookTok<\/strong><\/h2>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\">Colleen Hoover is an author who gained success following the rise of BookTok. Hoover&#8217;s book <em>It Ends With Us <\/em>climbed the charts years after its release in 2016 due to its recognition and has become one of BookTok&#8217;s most popular titles. Its popularity resulted in the release of a sequel, <em>It Starts With Us<\/em>, in October 2022 and re-releases of the 2018 title <em>Verity. <\/em>Other books of Hoover has also gained more exposure \u2013 making her more successful than ever.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Taking influencer marketing into a new branch<\/strong><\/h2>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\">What it also has created is another niche of influencer marketing, with content creators getting partnership deals with publishers and authors. With the help of different BookTok influencers, the marketing of new titles based on the genre can become targeted to the best segments. But what makes BookTok what it is today is the importance of its authenticity. One should be aware of that sponsored advertisement have a risk of not increasing the successful sale of a book title.<\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\">BookTok is simply not for everyone. An author should not rely on TikTok as a platform for the marketing of their new books. Although, it is proving to be successful so with a little patience one can be lucky. But one should not question the impact that BookTok and BookTokkers have had on rising book sales. No wonder, it is both an innovative but also fun way of book marketing!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Sources<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.publishersweekly.com\/pw\/by-topic\/industry-news\/bea\/article\/89428-u-s-book-show-how-tiktok-is-transforming-book-marketing.html\">https:\/\/www.publishersweekly.com\/pw\/by-topic\/industry-news\/bea\/article\/89428-u-s-book-show-how-tiktok-is-transforming-book-marketing.html<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/wallaroomedia.com\/blog\/social-media\/tiktok-statistics\/\">https:\/\/wallaroomedia.com\/blog\/social-media\/tiktok-statistics\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/buildbookbuzz.com\/booktok-for-book-marketing\/\">https:\/\/buildbookbuzz.com\/booktok-for-book-marketing\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/mailchimp.com\/courier\/article\/booktok-tiktok-book-sales\/\">https:\/\/mailchimp.com\/courier\/article\/booktok-tiktok-book-sales\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.businessinsider.com\/guides\/learning\/books-similar-to-colleen-hoovers-to-read\">https:\/\/www.businessinsider.com\/guides\/learning\/books-similar-to-colleen-hoovers-to-read<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Thanks to the popular social platform TikTok, there is a now new form of digital marketing for authors. &#8220;BookTok&#8221; phenomena is a subculture of the platform filled with various types of content. It includes content such as book reviews for readers to take part in. BookTok\u2019s main demographic is women and popular genres include romance, [&hellip;]<\/p>\n","protected":false},"author":1005,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,38],"tags":[],"class_list":["post-29887","post","type-post","status-publish","format-standard","hentry","category-reseaux-sociaux","category-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>BookTok: A phenomenon of book marketing<\/title>\n<meta name=\"description\" content=\"Thanks to the popular social platform TikTok, there is a now new form of digital marketing for authors. &quot;BookTok&quot; phenomena is a subculture of the\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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