Author: emmajour2061

According to the Canadian Children’s Literacy Foundation, reading for fun can lead to emotional benefits and increase social well-being. In this interview, I focus on the reader’s perspective of TikTok’s influence. I speak with a local reader who is decentering media in her reading preferences and taking back the fun of reading!

After discussing how TikTok has impacted the reader’s experience, it is time to consider publishing implications and trends. What better way to understand current publishing fads than to browse the local bookstore and see what is filling the shelves!

How TikTok has Negatively Impacted the Book Industry

In what was once a dying industry, the presence of the popular TikTok community, BookTok, has reshaped how we interact with books. While this trend has revitalized the industry, it has also had irreversible negative effects. As the market becomes oversaturated with basic, repetitive content, many readers have fallen into the pattern of trying to keep up with every trending book. In the current age of digital media, sharing my experience will allow readers to understand the long-term effects of their book selection and be more mindful when considering their preferences.

My Backstory

For all of my twenty-one years, I have loved to read. I was a devoted reader throughout high school and the hobby really picked up once I went to university. This was also around the time I discovered BookTok, where I could see what people my age were reading and enjoying. Once I realized BookTok focused on promoting romance and contemporary fiction, my two favourite genres, I was hooked.

Online Influence

BookTok was officially formed in March 2020, as stated by the original BookTok creator Cait Jacobs, as a way to connect with other readers during the COVID-19 pandemic. This trend was picked up amongst TikTok users, especially young people, and physical media saw a quick increase. Booksellers began seeing increases in customers and profits, as highlighted by CBC News regarding Canadian bookseller Indigo. When TikTok became the place to get book recommendations, authors began to write for this audience. As The Guardian explains, popular books were also noticed by publishers, leading to continuous one-dimensional attempts to recreate online attention. This led to an influx of books with identical plots, themes, and characters, all targeting BookTok viewers in an effort to be the next viral sensation. 

Trends and Marketability

Among the changes that ensued due to BookTok, there was a noticeable shift in how books were marketed and what stories were trending. The Conversation outlines the phenomenon of reading and recommending books fitting a certain aesthetic. The need to classify books as “Dark Academia” or “Grunge” has platformed the idea of reading as a performance instead of reading as a passion. While these aesthetics can be an interesting creative outlet, British GQ confirms the idea of this outward expression as an act, stating that the identity of reading is more valued than literature. Similarly, the separation of genres into specific categories has caused authors and BookTok creators to pigeonhole their content to fit somewhere. While subgenres like “Hockey Romance” or “Cowboy Romance” have exploded in popularity, bookstore shelves and TikTok hashtags have become oversaturated with identical books trying to profit off of every new focus.  

Personal Reading Journey

In 2021, when I began to prioritize my reading, my first stop for book recommendations was BookTok. I was easily swayed by the most popular books of the moment, whether I thought I would like the story or not. Although I was finding books and authors I grew to love, I began to focus more on keeping up with the crowd and reading what was trending. While this focus allowed me to reach my reading goals, I found myself craving variety and diversity. Once I realized I needed more than these popular books, I expanded my horizons to new authors and genres, finding interesting new stories and deepening my love for reading.

Reflection

While BookTok has reenergized the book industry, the increased popularity has been accompanied by negative consequences. Moving forward, readers and publishers must find harmony between promoting fun, trendy books and unique, meaningful stories. I encourage readers to think critically about their book choices, prioritizing diverse and creative stories.