BookTok: Worth the hype?

Anyone who knows anything about publishing knows that rising trends of promoting books on social media - particularly on TikTok - are sending publishers into a frenzy trying to understand how to crack the code to a so-called 'BookTok' success. The TikTok subgenre known as BookTok wields the power to make or break a book, strikingly seen in the example of The Seven Husbands of Evelyn Hugo; despite coming out in 2017, in March 2022 it had sold over a million copies and secured a television adaptation, all due to its popularity on TikTok. Even book shops like Waterstones acknowledge the power of TikTok, having 'BookTok' display tables equipped with TikTok's most popular books set out in their shops. Those who know me know that I am a bit of a pretentious reader, and I won't pretend that I haven't looked down on certain books promoted on BookTok (looking at you, ACOTAR). Despite this, some of my favourite books and authors have come to me through TikTok, so maybe it isn't a trend to be totally dismissed, especially considering how BookTok is reshaping the publishing industry. Undoubtably TikTok is transforming the face of reading, but is this a change for the better?

BookTok isn't without its skeptics, but the only valid criticism of the platform that I will accept is that it is (largely, but not exclusively) centred around young adult, fantasy and romance books, and if that isn't your scene you obviously won't enjoy the recommendations as much. However, I also think that a lot of the denunciation that BookTok receives is because it is driven predominantly by younger girls, whose interests are perceived to be 'dumb', which is obviously an unnecessary and reductive criticism that misses the whole point of BookTok - to share whatever books you love so that other people can also enjoy them. I think that BookTok is definitely worthy of praise for the way that it makes reading accessible by promoting reading and introducing TikTok users to books - as expressed by The Guardian, BookTok "rekindle[s] an appreciation of books in young readers". One of the unique and defining aspects of BookTok is how it promotes books by their 'aesthetic', which might sound silly but works to great success in visually recommending books that are similar, and as someone who enjoys dark academic/spooky/gothic things, I particularly enjoy how there are so many creators on BookTok you can find whole videos recommending books for whatever niche subgenre you like.

I personally have grown to accept BookTok more than I did initially - having read a lot of classic literature during school as part of my English A Level, I did slightly look down on the popular books promoted on TikTok. I maintain that some series like those written by Sarah J. Maas are still trashy (yes, I did read all of ACOTAR and Crescent City, your point is?), but TikTok also introduced me to Taylor Jenkins Reid, Ninth House and The Priory of the Orange Tree. Additionally, whilst BookTok does predominantly discuss newer books, that doesn't mean there aren't videos discussing classic novels. They might be less common, but there is still a community of classics lovers - in fact, there is a community for any and every genre. Beyond the actual books promoted on TikTok, I also find it inspiring how much power young people on social media can wield, having sent publishers scrambling to find the next BookTok success.

Overall? BookTok is definitely worth the hype.