If you’ve recently walked into a Barnes & Noble, you’ve probably seen a table labeled ‘BookTok Favorites.’ Whether you’re an avid reader or just curious, it’s hard to ignore the influence of this viral phenomenon. But what does it mean for the future of books- and who gets to decide what we read? For decades, the fate of a book was only decided by a handful of literary critics and publishing houses. Today, a single TikTok video can be what causes an author’s big break or bring a forgotten novel back to the top of bestseller lists. The power to shape the literary world has shifted into the hands of readers, and BookTok has ultimately revived that power.

What is BookTok?

BookTok first emerged during the pandemic, allowing people to interact and connect with books from the comfort of their homes. A vibrant and influential community quickly built itself as people shared their love for books through videos. There are a plethora of such videos- book recommendations, book reviews, book hauls, and bookshelf tours. The term “BookTok” comes from combining “book” with “TikTok”. With over 200 billion views on the hashtag, it has become extremely influential, especially among younger audiences like Gen Z and millennials. 

So, what has this cut of social media done, and how wholesome is it really? 

The Positive Impact of BookTok

One of the undeniable things BookTok is responsible for is making the ability to amplify diverse voices more accessible. With everyday readers given a platform for millions, the power to amplify diverse voices is set. A few examples of diverse books boosted by BookTok include but are not limited to You Should See me in a Crown by Leah Johnson, a book that advocates for black representation, and The Seven Husbands of Evelyn Hugo by Taylor Jenkins Reids, which gave queer voices a pedestal to speak. These books not only became popular on BookTok but also have helped to intensify diverse voices in literature, offering representation to readers who often don’t see themselves reflected in mainstream stories.

Blacklisted titles are often given a way to revive through BookTok, as well. Literature published years ago is given a chance to flourish again, whether it was 100 or 10 years ago. Madeline Miller’s The Song of Achilles was first published in 2011, but its popularity really only rocketed in 2021, after one reader decided to post a TikTok raving about it. Who this person was doesn’t matter now, as it attracted many views, and along with it new readers who’d also eulogize about it after they devoured the book. 

Self-published indie authors who are unknown to the industry are also given a chance in the industry through BookTok. They can directly market and tease their book and journey to their audience, creating a personal connection and building a loyal fanbase and community. Traditional publishing often relies on established authors and big marketing budgets, but BookTok levels the playing field. A viral video from an everyday reader can propel a debut author to fame. 

Ultimately, the substantial success of BookTok is that reading is “cool” again. The stigma around reading, likely due to the increased amount of screens in our world today, has been present in society incessantly. Many have called it “boring” or have just considered it as an activity not worthwhile. However, through BookTok, reading has become a hobby that is not frowned upon. In fact, a study has shown that 48% of TikTok users read more books than before the use of BookTok. Both adults and younger audiences seem to be more interested in reading because it simply is more popular now; it looks fun.  

The Challenges and Criticisms

But is BookTok’s influence entirely positive? As the platform continues to shape the literature world, questions arise about its limitations and the unintended consequences of its viral nature.

One of the most common criticisms of BookTok is its tendency to promote a narrow range of genres, often at the expense of others. While romance and fantasy dominate the platform, literary fiction and nonfiction struggle to gain the same level of attention. Romance and fantasy thrive on the platform because they often are emotional, dramatic, visually appealing, and easy to understand- key ingredients for viral TikTok videos. Colleen Hoover’s It Ends With Us, Sarah J. Maas’s A Court of Thorns and Roses, and Stephanie Garber’s Once Upon a Broken Heart are all BookTok darlings that fall into these categories.  BookTok’s focus on these certain genres is partly driven because they fit the aesthetic. Books that fit the ‘vibe’ of BookTok are more likely to go viral. Dark academia and spicy romances align with this aesthetic. This focus can marginalize books and market them as something they actually aren’t. 

Oversaturation is another issue that is present in BookTok, both for readers and authors. As the platform grows in popularity, the utter amount of content and recommendations can make it difficult for individual books to stand out, creating a crowded and very competitive environment.  While the platform has been a boon for some authors, favoritism towards a few now-popular ones can make it incredibly difficult for new or lesser-known writers to gain an audience, even if it’s well-written and deserving of attention. Even readers are not immune to the effects of oversaturation, as many experience skepticism after one too many overhyped recommendations. 

Another consequence of BookTok is the homogenization of books, with many works becoming clones of one another. To cater to an audience that is driven by flashy headlines and views, authors and publishers rely on the same tropes and formulas, especially the most popular ones. As a result, many books within these genres repeat similar plots, leading to a lack of originality.  BookTok has even been compared to the ‘Fast Fashion’ of the literary world, where the focus on quantity overshadows quality. This isn’t to say that there aren’t objectively ‘good’ books on BookTok- there are plenty of well-written, meaningful stories that have gained popularity. However, the emphasis on trends and virality risks weakening the overall quality of books published, especially those that gain the most attention. This trend could ultimately undermine BookTok’s credibility and long-term impact on the industry.

One of the most significant criticisms of BookTok is its tendency to provide misleading recommendations. Often, books are hyped up to the point where readers complain that it did not live up to their expectations, causing them to call it a bad book. The stem for such a reaction could be due to several factors- one of the most important being that the reader may not belong to the book’s target audience, particularly in terms of age. BookTok has an aptness to appeal to a younger audience, sometimes unintentionally, even for books that are not intended for them. Titles featuring ‘spicy’ romance or adult themes have become some of the most popular, resonating with the platform’s

predominantly young adult user base. As a result, mature content in romance books on BookTok has become accessible to younger teens as they were made popular. Publishers bear some responsibility in this regard, as many books containing mature content are packaged with covers and                                      marketing strategies that appeal to younger audiences. A prime example of this is Hannah Grace’s Icebreaker, a book that gained much popularity within the last 2 years, now notoriously known for its explicit content and lack of plot, reaching young audiences. The standing of such content not only raises concerns about age but also overshadows the plot and depth of the story, enlarging that previous problem of prioritizing quality over quantity. This controversial topic has sparked widespread debates online, leaving readers and users to question the true value and impact of BookTok’s influence.

My Takeaway

All in all, BookTok’s influence on the industry is undeniable, bringing both opportunities and challenges. While it has revitalized interest in reading, loudened diverse voices, and created a spirited community, its downfalls- oversaturation, misleading recommendations, and repetitiveness- cannot be ignored. The platform continues to shape the current literary world, influencing it both positively and consequently.