Booktok Largely Affects Literature Landscape

Over the past three years, TikTok’s “BookTok” community has shifted from a niche corner of the internet to one of the largest influences affecting book sales worldwide. The platform has now become pivotal in influencing what young readers pick up.

Publishers and booksellers have noted dramatic spikes in demand whenever a title gains traction on BookTok. According to data from Circana, sales of young adult and romance novels surged in 2023, largely fueled by TikTok recommendations. Some books, such as Colleen Hoover’s “It Ends With Us”, sold millions of copies years after its initial release thanks to the attention it got on TikTok.

For students, BookTok also influences what genres and authors they choose to look into. Romance, fantasy and contemporary young adult novels tend to dominate while classics and nonfiction titles fade in relevance. This shift has sparked conversations about whether BookTok makes reading more approachable or whether it narrows impressionable young readers towards a small set of viral books.

Despite this, some argue that reading in general is important for students, even if their recommendations come from a small pool. John F. Kennedy High School librarian Mrs. Tung said, “I think just reading in general is going to help them in school and just general critical thinking skills, so I don’t think it’s a limiter as long as they read.”

BookTok has introduced an unprecedented number of teens to reading communities. Hashtags like #BookTok and #BookRecommendations have over 200 billion views, making reading a popular and shareable hobby. The ability to read alongside thousands of peers and share opinions and reactions has made literature feel less like an individual activity and more like an active community.

Not all impacts are viewed positively, though. Readers may speed through trending titles just to keep up with online conversations, reducing genuine interest. Additionally, the popularity of certain books has made it harder for less flashy or algorithm-friendly titles to gain visibility. Mishca Ghelani (11) mentioned, “I used to use platforms like Instagram and TikTok for book recommendations a lot a few years ago. Soon it started feeling like I was just seeing the same books over and over again.”

Publishers are increasingly catering to trends by promoting books with BookTok potential, including emotional storylines, quick pacing and distinguishable covers designed with TikTok in mind. This forces a limit on authors as they edit their creative process to be attuned to popular demand. The result is a feedback loop where social media algorithms and traditional publishers work together to curate what is available at a mainstream level.

However, the bottom line is clear: whether or not TikTok is placing a limit on storytelling, it is undeniable that there is a larger number of young people interested in reading, and this enthusiasm will not diminish anytime soon.

Photo by Ridhima Kapoor | Booktok influence literature landscape