For some Tiktok users, there is a new trend that may replace many forms of entertainment: reading. Tiktok employs an algorithm to curate videos for each user, and one niche group that has formed from this algorithm is “BookTok.” BookTok has encouraged young adults and teens to read novels, mainly romance and fiction, by making short videos discussing and promoting the aesthetics and themes of these books.
BookTok has been one of the leading reasons for the increase in book sales amongst authors, some being Colleen Hoover, Victoria Aveyard, and Emily Henry. BookTok has helped sell over 20 million books in 2021, says Insider Intelligence in their article “Behind BookToks Popularity.” This clearly shows the impact this TikTok sub-community has on viewers, and how the app heavily influences the medium of entertainment individuals are consuming .
With these self-publishing authors having the help of social media on their side, it’s made me wonder whether these new fast reads are starting to replace reality television. Reality TV and novels aimed at young adults have the same motive: to create an engaging experience. The entertainment value of reading these books and watching trashy reality TV shows is so compelling that individuals spend hours of their time on them.
So here’s what we know. The number of reality TV shows has been increasing alongside the number of streaming services. The more reality shows providers produce and stream, the more likely individuals will purchase that streaming service. Hulu, for instance, is the only streaming service to have “The Kardashians,” and Netflix is the only service to have their self-produced dating game show, “Too Hot To Handle.”
Despite their popularity as binge-watching shows, the downfall of these shows is their plots. Many reality shows today have the same layout and plot, around 8-12 episodes per season with the same cliffhangers and objectives. As I watch these shows, I’ve begun to predict the endings before I even get there. Where’s the fun in that?
The appeal that BookTok introduces is variety. It’s extraordinary how much influence BookTok has on individual behavior, especially when it comes to encouraging readers to purchase and read these books. One of BookTok’s biggest trending books is “It Ends With Us” by Colleen Hoover. The TikToks promoting the entertainment value of Colleen Hoover’s books made me and countless others decide to purchase them. Over 4 million copies of “It Ends With Us” have been sold, according to the New York Times. In the same way that you binge-watch reality TV, BookTok wants you to binge-read.
So when it comes to what has been gaining society’s attention, BookTok is becoming a strong competitor and giving reality TV a run for its money. I’m more inclined to grab a book now than ever before, rather than turning on all the shows I used to binge-watch. And I’m not the only reader that BookTok has created and inspired. The number of readers from 2019 to 2021 has increased by 81%, demonstrating a clear impact. BookTok is tying the entertainment industry and society together. This consumer-generated marketing has raised a high level of expectation for authors.
These new creative outlets will make you consider whether you’re going to turn on the latest episode of “The Kardashians” or if you’re going to pick up a New York Times Bestseller.