BookTok is a group on the social media app TikTok that is focused on books and reading. This group began in late 2019 as TikTok grew in popularity. People in this group, called BookTokers, create videos to share their thoughts, talk about, and make jokes about the books they read. The books they discuss include many different types, but many creators often focus on young adult fiction, fantasy, and romance. This community has influenced the publishing industry, book sales, and the overall interest in reading.

Background

Most content on BookTok is about book reviews, recommendations, sharing books received, and showing how books are arranged on shelves. Some creators focus on certain types of books, books by BIPOC or LGBTQ authors, or share their own books. Others share messages or suggest older books. Most BookTok creators are teenagers and young women who enjoy young adult fiction, fantasy, and romance books.

BookTok became popular in 2020 when the COVID-19 pandemic started. Today, some BookTok accounts have hundreds of thousands of followers. By 2021, book publishers began working with popular creators to promote specific books or give them free copies. In October 2024, it was reported that the #BookTok hashtag had been viewed over 309 billion times on TikTok, with about 52 million posts.

In December 2021, a BookTok user sent many packages to other users. Each package included a new book and a coded message to create interest. A group of BookTokers called The Scooby Gang solved the code within a month. Melissa Blair, an Anishinaabei user, was identified as the author. The book sold about 4,000 copies in the weeks before the message was solved. Other authors who use the #BookTok hashtag have noticed that their books sell more, and they can connect with or target readers using specific hashtags related to their books.

Culture

BookTok has a unique culture online where videos are shared on platforms like Instagram, Facebook, and others. People on BookTok form smaller groups based on the types of books they enjoy, such as romance, fantasy, and historical fiction. These groups share content like book reviews, collections of books they’ve read, costume performances, and videos acting out scenes from books. On platforms like Discord, users can join groups to discuss books, which can make certain books more or less popular. Many articles discuss how BookTok has changed how younger people read and influenced the publishing industry.

BookTok is an online community where readers share their thoughts, feelings, and interests about books they’ve read. This has helped people around the world feel part of a group and made reading a more connected and enjoyable experience. BookTok has increased the desire for people to read outside of school and to express their emotions about books, not just give critical opinions. It has made reading more fun and social for young people. When younger readers see others online sharing their feelings about books, they are more likely to read on their own. Content creators post TikTok videos about the books they are reading, often focusing on their reactions to entire books or specific scenes. Some videos show strong emotions, like crying or laughing, which can inspire others to read the same book. For example, The Song of Achilles by Madeline Miller became popular after videos of people crying at its ending went viral. Emotional reactions to books on BookTok are similar to how readers have shared their feelings about books in the past. Discussions about how books make readers feel are a common part of BookTok’s culture. BookTok has helped younger people connect books to their own lives and cultures. In South Africa, for example, readers have found connections between books and their heritage through BookTok.

BookTok is also popular in non-English-speaking countries, such as German-speaking regions, where it has inspired young readers to explore local authors and translated books. A key part of BookTok’s culture is the idea that users read books together. This has brought attention back to new adult fiction, a genre about growing up, relationships, and self-reflection. This genre helps young adults relate their own experiences to those of others who have read similar books. When readers realize they are not alone in their experiences, they are more likely to connect with others who share their interests.

BookTok has also helped promote books by authors from diverse backgrounds, changing how readers think about books. TikTok videos recommending books have led to increased sales, with some books appearing on The New York Times bestseller list because of BookTok. Some books that became popular were already old, while others gained attention before their release. Books can become popular because of genuine interest or because of jokes or surprises about their content, such as the science fantasy romance novel Ice Planet Barbarians.

Authors and publishers have noticed the rise in sales and now use BookTok to promote their work. Some authors have created their own BookTok accounts, and publishers have started accounts to sponsor popular BookTok users. BookTok has helped bring attention to books that might not have been heavily marketed, such as self-published works. For example, The Atlas Six by Olivie Blake was self-published in 2020 and later acquired by a major publisher. Similarly, Lightlark by Alex Aster became popular on BookTok before being published.

Bookstores like Barnes & Noble have recognized BookTok’s influence and now display BookTok-recommended books in their stores. Retailers see BookTok as a natural way to market books, as readers choose what to read based on trends. Some people in the community support this approach because it gives readers control over what becomes popular, while others worry it might create an echo chamber where only certain books are promoted.

BookTok has also influenced movies and TV shows. While book adaptations have existed for years, BookTok has helped unexpected books gain attention, leading to more film and television projects. Some TV shows based on BookTok books include A Good Girl’s Guide to Murder and The Summer I Turned Pretty. Successful BookTok movies include It Ends with Us and Uglies, with more adaptations planned.

After books are adapted into films or TV shows, BookTok creators post reviews, recommendations, and opinions about the production. This was especially common with It Ends with Us in 2024, as some events during and after filming caused controversy.

Popular BookTok titles

BookTok Books are books that are often talked about on the social media platform TikTok. These books get a lot of attention from people on TikTok and from others outside of the platform. Some of these books include:

• Credence by Penelope Douglas
• Fifty Shades by E. L. James
• Twisted Love by Ana Huang
• Cruel King by Rina Kent
• Haunting Adeline by H.D. Carlton
• Kill Switch by Penelope Douglas

• A Court of Thorns and Roses by Sarah J. Maas
• Fourth Wing by Rebecca Yarros
• Lightlark by Alex Aster
• Powerless by Lauren Roberts
• Fae and Alchemy by Callie Hart
• Six of Crows by Leigh Bardugo
• The Cruel Prince by Holly Black
• The Atlas Six by Olivie Blake
• Throne of Glass by Sarah J. Maas
• The Invisible Life of Addie LaRue by V. E. Schwab

• These Violent Delights by Chloe Gong
• The Seven Husbands of Evelyn Hugo by Taylor Jenkins Reid

• Bridgerton by Julia Quinn

• Tender is the Flesh by Agustina Bazterrica

• Ice Planet Barbarians by Ruby Dixon
• It Ends With Us by Colleen Hoover
• The Summer I Turned Pretty by Jenny Han
• The Love Hypothesis by Ali Hazelwood
• Icebreaker by Hannah Grace
• Addicted series by Krista & Becca Ritchie
• Boys of Tommen by Chloe Walsh

• The Song of Achilles by Madeline Miller
• My Year of Rest and Relaxation by Ottessa Moshfegh
• Daisy Jones & The Six by Taylor Jenkins Reid

• A Good Girl's Guide to Murder by Holly Jackson
• They Both Die at the End by Adam Silvera
• Uglies by Scott Westerfeld
• We Were Liars by E. Lockhart