Books on BookTok: how has BookTok changed reading?
As London Book Fair came to a close, creators considered the impact BookTok has had on their reading and their perception of the publishing industry.
Evie (@eviemaddaloni; 3,763 followers) and Suraka (@surakajanebooks; 16,600 followers) agreed that BookTok has helped reading become a community-orientated activity. “The platform has made reading a more sociable hobby by expanding your local book club to all corners of the world,” said Evie. Suraka echoed this: “It has definitely made reading feel more social, inclusive and interactive. Instead of just reading for myself, I now think hard about what books I can be reading, reviewing and recommending in a way that resonates with people.”
Brittany (@whatbritreads: 58,200 followers), John-Paul (@jpreads6; 19,700 followers) and Busayo (@compulsivebookbuyers; 27,200 followers) nodded to the pressure that they felt when they first joined the app. “I used to feel like it was a competition,” said Busayo. “It was a race to make sure I had succeeded with my reading goal, and I was staying on top of all the latest books so that I could review them and keep up with trends, and the videos could go viral.” Brittany explained that although being a BookTok creator has “made me fall in love with reading all over again [...] some days I do feel guilty if I don’t invest a lot of time into reading on a daily basis. I always think I need something fresh to talk about, which isn’t true, and sometimes I put pressure on myself to reach reading goals or be quick to read a popular and hyped release”. John-Paul added that “in the past it made reading feel a tiny bit like a job, because if I don’t read [a lot], then I can’t create as much content”.
However, Kobe (@frostgalaxy; 40,700 followers) has found that “BookTok hasn’t turned reading into a competition. I don’t focus on numbers of pages or books read, or think any genre is better than another. I’m on BookTok to experience the joy of reading and discovering new favourite books, and there’s fortunately an abundance of that enjoyment in the community.”
The creators agreed that BookTok has broadened their reading. “My reading has never been as diverse as it is at present and this is all thanks to my engagement with the BookTok community”, said Evie. Brittany agreed: “I used to just read contemporary or dystopian books, but now I literally read anything.” Emily (@emilymiahreads; 85,700 followers) has found that BookTok has “expanded” her reading, while Kobe noted that her reading “has definitely evolved to encompass the wide range of perspectives that are represented on TikTok”. BookTok, she continued, is “great for finding those hidden gem books that aren’t necessarily lead titles or have found much popularity in the past but have been discovered and shared online”. Busayo also credits BookTok with broadening her reading: “Because of BookTok and reviewers I trust, I have been able to pick up literary fiction books that I never thought I would.” For John-Paul, the effect has not been as positive: “I used to love romance, but BookTok recommended so many mediocre and predictable ones that now I just avoid the genre all the time.”
The creators also credit BookTok with helping demystify the publishing industry. Evie believes the “publishing world feels more personable and accessible”, while Brittany added that BookTok has “given me much more insight into how the industry actually works and all the people working behind-the-scenes”. Receiving proof copies has shown Kobe “how marketing campaigns are implemented for both lead titles from the Big Five publishers and lesser-known releases from indie presses”. She added: “Seeing how fiercely competitive it can be in a fast-paced publishing landscape with so many new books coming out every week has certainly made me appreciate the talent and passion of everyone working in the industry.”
Busayo implies that she has become disenchanted with the industry the more she comes to know of it: “I almost wish I didn’t have the insight I do, and I could read obliviously as I normally would be able to. Now when I pick up a book, I think about its marketing, I think about plot, I think about the tropes used and whether that is for the story or for a commercial audience.” John-Paul expressed a similar sentiment: “Being an influencer and becoming friendly with authors and publishing professionals, I can see how gatekept the industry is and how writers of colour and other marginalised writers have a lot stacked up against them.”
