words by Cheryl S. Ezekiel with a feature from influencer William Dozier
BookTok is a space that attracts good people, author and book influencer William P. Dozier tells us. In our digital age, social media platforms have emerged as hubs for niche communities and cultural movements. Amongst these, Booktok stands out as one of the most surprising and impactful phenomena —a diverse aspect of TikTok dedicated to celebrating books and reading. What began as a small group of bibliophiles sharing their literary passions has evolved into a global phenomenon, breathing new life into the publishing industry and reshaping how people engage with books.
BookTok has become more than just a trend; it is a movement that has redefined reading for a new generation of devoted readers, making it accessible, exciting, and deeply communal. It also happens to be one of the most peaceful digital forums, with minimal conflicts; albeit differing opinions. It has a viewership that appreciates digital books and another that is imploring and exalting physical books, both of which have their pros and cons. However, most BookTokers prefer physical books.
Booktok was founded by Cait Jacobs, who just started posting short book reviews and sharing her interests with her followers. This eventually led to the development of a community that thrives on book content. It began as an organic offshoot of TikTok, a platform primarily known for short-form video content that ranges from viral dance challenges to comedy skits. Around 2020, as the swarm of the COVID-19 pandemic confined more and more people to their homes, TikTok saw a surge in users seeking entertainment and connection where it was scarce. This growth allowed a group of readers to start using the platform to share their favourite books, emotional reactions and recommendations.
The hashtag #BookTok quickly gained traction as these videos struck a chord with viewers. What made BookTok unique from traditional book communities was its ability to garner enthusiasm for reading into engaging, digestible clips. Instead of reading book reviews, people heard them and were impacted more deeply than expected. With TikTok’s algorithm amplifying content based on user engagement, BookTok videos began reaching wider audiences, including those who might not typically seek out book-related content.
Unlike traditional literary spaces that can sometimes feel exclusive or intimidating, BookTok offers an inclusive environment for different types of readers, embracing those of ages, genres, sexualities and backgrounds, and everything from commercial bestsellers to niche literary works. This openness has been a cornerstone of its growth, drawing in millions of readers worldwide. A safe space for readers to discuss and explore their interests. And, while this may cause concern regarding young readers, a BookToker, Willliam Dozier (@williampdozier) says, “If you’re too young to read something, you’re too young to scroll through social media”. This is a parental guidance aspect as digital media is available quite freely of late and it is up to parents to monitor their children’s internet behaviour.
Primarily, BookTok is a community-driven space where readers connect over their shared love of books. Its content is as diverse as its audience, with creators employing TikTok’s short-form videos, trending sounds, music, memes and special effects to keep the book-reading world as captivating as possible. Creators share personal and emotional thoughts about books they’ve read, usually focusing on how a book made them feel rather than traditional critiques. Users compile lists of must-read books based on specific themes, genres, or tropes, such as Enemies-to-Lovers or Books That Made Me Cry. Readers then film themselves reacting to plot twists, heartbreaks, or satisfying endings, creating a visceral connection with viewers. Videos showcasing beautifully arranged bookshelves, cosy reading nooks, lighting, or artistic montages set to music highlight the visual and tidy appeal of reading.
BookTok’s reliance on TikTok’s visual and auditory features allows creators to bring books to life in ways traditional media cannot. This dynamic approach has been especially effective in engaging younger audiences, many of whom are discovering a love for reading through the platform. Sarah J. Maas’s fae fantasy books have been amassing a larger audience on BookTok, giving fantasy fiction readers a space to escape from reality apart from just the books.
BookTok’s influence extends beyond individual readers, reshaping the broader reading culture in several transformative ways. First and foremost, people often lose interest in reading for various reasons, such as work, lack of time or lack of interest, but BookTok and its creators mastered the art of captivating even the most disengaged audience; acting as a gateway back into the world of literature. The platform’s engaging content makes reading feel accessible and exciting, even for those who may not have picked up a book in years. By framing books as emotional experiences and cultural touchpoints, BookTok creators redefine reading as a social and interactive activity rather than a solitary pursuit. Hence, the formation of offshoot niche reading communities within BookTok. Younger audiences, in particular, have been drawn to BookTok. The platform meets them where they are—on social media—and presents books in a format that aligns with their digital habits. This has helped cultivate a new generation of readers who see books not as outdated relics but as vibrant and relevant forms of entertainment.
BookTok’s ability to catapult books into the limelight has had a pivotal impact on the publishing industry. Titles that gain traction on the platform often experience a surge in sales, with some becoming bestsellers years after their initial publication. Examples include It Ends With Us, The Song of Achilles, and The Seven Husbands of Evelyn Hugo.
Even William Dozier’s book, Fumes, has had a major following after its release in 2023. The reviews and hype BookTok creates allows authors to understand their target audience and gauge the influence of their work. Yes, opinions and interests are subjective, BookTok provides authors the audience that likes them much faster than traditional promotion or propagation of books can. But what sets these books apart is their emotional resonance. BookTok readers gravitate toward stories that evoke strong feelings, whether it’s heartbreak, joy, or nostalgia. The platform’s focus on emotional connection has led to a resurgence of interest in character-driven narratives and poignant themes.
One of BookTok’s most significant contributions is its amplification of diverse voices in literature. Creators often highlight books by authors from underrepresented backgrounds, bringing attention to stories that might otherwise be overlooked. This has led to increased visibility for works by authors of colour, LGBTQ+ writers, and authors from non-Western cultures. It not only publicises books, but gives the authors a platform to immediately connect with readers.
“If it wasn’t for BookTok, I wouldn’t be able to speak freely.” Authors like William Dozier do not have to wait until critiques have posed their statements, they can find their audience as soon as they publish books — via their personal social media accounts or BookTok creators.
By prioritising inclusivity and representation, BookTok has broadened the literary landscape and encouraged publishers to invest in more diverse voices. This shift reflects a growing demand for stories that reflect the complexities of the modern world.
BookTok has transformed reading from an individual activity into a communal experience. Readers from different countries and cultures come together to share their thoughts, interpretations, and recommendations. This interconnectedness has brought attention to translated works and international authors, expanding the literary landscape and fostering cross-cultural appreciation. The platform has also inspired virtual book clubs, collaborative reading challenges, and fan-driven campaigns for specific titles, further cementing its role as a global hub for literary connection.
The publishing industry has felt the seismic impact of BookTok and is actively adapting to its influence. Publishers, bookstores, and libraries now monitor BookTok trends closely, adjusting print runs, marketing campaigns, and even acquisitions based on what resonates with the platform’s audience. Bookstores have embraced the trend by creating dedicated BookTok sections to showcase trending titles. This strategy not only boosts sales but also makes it easier for readers to find the books they’ve seen on the platform. Many authors have now come to recognise the value of engaging directly with their audience on TikTok. By sharing behind-the-scenes insights, answering questions, and participating in trends, authors are cultivating personal connections with readers and creating buzz around their work.
But while BookTok’s influence is largely positive, it is not without its challenges. The platform’s focus on viral content can sometimes prioritise popularity over quality, leading to overhyped books that may not meet every reader’s expectations. Additionally, the pressure to keep up with trends can make reading feel competitive rather than leisurely. Some creators have expressed concerns about the commodification of their passion, as publishers and brands seek to capitalise on BookTok’s success.
Authors like Colleen Hoover (who wrote her BookTok-famous book Verity) have recently faced controversies for abetting toxicity (Moeslein, 2024). The reason why this author has been able to sell her books is because, yet again, there is an audience for the genre. With 8.8 billion people in our world, it makes sense that tens of thousands if not millions have a preference for violent romanticism. Of course, this will be considered inappropriate, but as adults, they have the free will to read and write what they like. This beckons the question of morality. That simply boils down to how readers and authors carry themselves based on what they imbibe. The penultimate goal is to live life as freely as possible without being a hindrance of any form to others.
There are many authors like Colleen Hoover, namely E. L. James (Fifty Shades of Grey), and Anna Todd’s After series. Even Stephenie Meyer’s Twilight series has been critiqued for its subtle toxicity. While condoning domestic violence is not appropriate, it could be that some people are shrouded in the fictional realm of fictional love. We must remember, irrespective of what we do or what we read and imbibe, eventually we inculcate a personality that does not give us the right to project that onto others. The limitations of one’s self come with a well-defined structure of self-control. How we conduct ourselves at the crux of it all is the choices we make.
BookTok has given these authors and their readers a platform to express themselves and find like-minded people. While it is a controversy because a large number of people have condoned certain aspects, tackling such a conundrum is sensitive. Essentially, BookTok is only a forum to share ideas and garner faster attention to books and genres and again, like-minded people. And the fast-paced nature of TikTok can lead to a superficial engagement with books, where aesthetic appeal and emotional reactions take precedence over deeper analysis and discussion.
The success of BookTok can be attributed to its authenticity: unlike polished advertisements or professional reviews, BookTok content feels genuine and relatable. Readers trust recommendations from creators who share their unfiltered thoughts and emotions. Readers can connect with others who share their interests, whether it’s a love for fantasy epics or a penchant for tear-jerking romances. You don’t need to be a literary expert or scholar to be invited into this book world; all that’s required is a love of books and a love to share and engage.
As BookTok continues to grow, its potential seems limitless. It has already revolutionised the way people discover books and connect with fellow readers, and its influence shows no signs of waning. Moving forward, BookTok could play an even greater role in shaping the literary world, from encouraging sustainable publishing practices to amplifying underrepresented voices. It may also inspire similar communities on other platforms, further solidifying the relationship between social media and literature.
It took fans almost twenty years to appreciate Hayden Christensen, who played the live-action young Anakin Skywalker — a popular and enigmatic science-fiction character. With the influence of social media, his portrayal of this character reached farther corners of the world, increasing his genuine fans and giving them a medium to showcase their appreciation. Likewise, authors require fans or readers who appreciate their work. Readers also require an unbiased niche community where they can discuss their interests. Of course, critiques are extremely essential for improvement and understanding various perspectives. But a positive community in niche aspects, albeit the fundamentally wrong communities (dark web, violators, abusers, predators, etc.), find a safe space in BookTok. As the famous saying goes: one man’s nectar is another man’s poison, and BookTok has given authors and readers a forum to find their own nectar.
--
Cheryl Susanna Ezekiel is an ardent writer and journalist, actively carving out her unique space in the field. With her first class background in natural sciences and journalism she weaves articles that implore readers to introspect. As one of the first members at Zimmer she has primarily focused on encapsulating its cultural identity. Cheryl is a pianist, an avid reader, gamer and wildlife enthusiast.