As a lifelong avid reader, who is constantly looking forward to my next trip to Barnes and Noble and always asking for book recommendations, I took to the internet communities of Bookstagram and BookTok. Especially during the COVID-19 pandemic, I spent more and more time scrolling TikTok, absorbing the recommendations of people I had never met before. This had a twofold impact on me: It lengthened my “To Be Read” (TBR) list, which now numbers in the hundreds and I noticed that the majority of the books that “blow up” on social media are characterized by ease of literary consumption. Simply put: The most popular books were the ones that were easily digestible. More recently, I have noticed an increase in discussions of more substantive books, but BookTok still tends to be overtaken by genres like “Romantasy,” with authors pumping out the latest installation in their series every few months.
I have been thinking about the merits and drawbacks of this phenomenon. It could be argued that literature as a whole is on the decline or that platforms of discussion are giving unbalanced attention to lower-quality novels over stories that take more mental and emotional effort, both to write and to read. For a book to “go viral” on TikTok, it usually has to appeal to a wide audience, and it is usually a low-effort read.
TikTok itself is characterized by its infinite feed of quick media and its algorithm that caters to the individual’s interests through the “For You Page” (FYP). I have seen this mimicked in some bookish TikTok sensations. Most people discussing books on this platform recommend stories based not on writing style or even necessarily plot, but on the tropes the book hits on, like the infamous enemies-to-lovers story arc. This formulaic style of recommendation has echoed itself in the typology of books being published post-BookTok. Most of the novels I have read from BookTok recently have been enjoyable but also predictable and unchallenging.
However, this is not to say that every book that blows up on social media lacks value. On TikTok, I have found many literary fiction books that I love and find thought-provoking. It has even reignited some of the classics that are not usually read outside of English class, like “Wuthering Heights.”
Another positive aspect of BookTok is that well-written modern literature that stands outside the traditional—and problematic—canon of classics is getting a foot in the door, so to speak. Many of my favorite books, from female authors or other underrepresented groups in the publishing industry, have gained acknowledgment through word of mouth from genuine admiration. I think a good number of “modern classics” have found their way to, or been “discovered” by, BookTok: Some of my favorite literary BookTok authors are Donna Tartt and R. F. Kuang. Inspiring more people to read and fostering a sense of connection seems to me the most important part of literary discussion online, and I think BookTok is a great example of that.
Not to mention, social media is making more readers out of people who probably would not read without the encouragement of TikTok and Instagram. In fact, BookTok is playing a role in keeping bookstores in business. Before the pandemic, Barnes and Noble was struggling, having closed over 400 of their locations. With BookTok bringing more people into bookstores, partially for the instant gratification of fast-paced romance and “Romantasy” novels, sales and business are better. For the first time since I can remember, I have heard about the opening of new Barnes and Noble stores, rather than the existing ones closing. Profits from authors with large BookTok followings have hit $760 million, per an economics review. Any platform driving up book sales is a good thing, because even when people buy less politically or intellectually substantive books, all types of fiction reading can lead to more, and the experience of literature is always a net positive.
As social media contributes more and more to book sales, “#BookTok” tables appear often in bookstores featuring internet sensations, a phenomenon I have grown accustomed to in my hometown Barnes and Noble. While these books have already reached a height of popularity based on easy consumption, this also increases book sales in general. Madeline Miller—known for thought-provoking reimaginings of ancient history—owes a lot to the success of her TikTok-famous debut novel, “The Song of Achilles,” according to a New York Times article.
It also cannot be ignored that these social media platforms create echo chambers, politically, ideologically and culturally. The publishing industry is doubtless a stage on which discrimination is played out on a high level and this can be reflected in the trends of BookTok and other social media platforms. According to a study on “The Influence of BookTok on Literary Criticisms and Diversity,” “cultural matching,” a process where reviewers tend to favor writers with similar interests and cultural backgrounds—which can be seen across the publishing industry—is also prevalent on TikTok. Since the TikTok algorithm creates such a personalized FYP, people from less diverse places may consequently have less diverse feeds. While these potential echo chambers are problematic, I have also seen people using the app to spread awareness about the importance of reading diverse arrays of stories from authors of different backgrounds. This could be because it is not publishing companies, authors or experts in literary fields recommending books, but fans.
Since anyone can start a BookTok account, stories that blow up on the app come from ordinary consumers. This has a dual effect of making books more popular because of genuine connections and the fast spread of information, while also shifting the attention of readers to works that are easy to enjoy and supply the instant gratification that many people seek out when reading.
I have recently found myself of the opinion that while they may not be the most intellectually stimulating books, sometimes a “guilty pleasure” story is just the right thing for a rainy day with a cup of tea! When it comes to reading, there is a place for both academically enriching books, “trashy” romances and everything in between.