Books on BookTok: social media's impact on reading

This week, BookTok creators reflected on how social media, can build a readership for a book, the pros and cons of book-related merch and the rise of events aimed at influencers.

“I think the rise of popularity in BookTok and Bookstagram has created a culture where reading isn’t just about the book, but also about the experience”, stated Suraka (@surakajanebooks; 16,500 followers). “Readers are starting to want deeper engagement and connection, whether that’s through interactive content, themed aesthetics or community discussions.” Sanziana-Dana (@sanzireads; 3,090 followers) agreed: “Readers are definitely looking to become more immersed in fiction.” People are “finding this feeling of immersion” through “special editions, fan art and merchandise”. She added: “I’ve also seen readers team up with other readers to host their own themed events.” On the day of publication for Rebecca Yarros’ Onyx Storm (Piatkus), Sanziana-Dana took part in a 24-hour readathon with themed cupcakes and t-shirts. She has also completed a readathon for Sarah J Maas’ House of Flame and Shadow (Bloomsbury).

There are “a few reasons why BookTok and Bookstagram are helping fuel” this desire to be feel immersed in fictional worlds, says Sanziana-Dana. “Seeing others talk passionately and animatedly about the books they love is contagious: it sparks excitement in viewers who then want to experience what others are experiencing.” Alice (@bookswithalice; 13,900 followers) has seen this “more and more in day-to-day life, such as at my workplace”. She continued: “I see a lot of people reading books that they’ve had recommended on BookTok and Bookstagram – one of my colleagues just started her own BookTok [account]!” The “more influencers we have in the BookTok and Bookstagram community, the more excitement and buzz that can generate, reaching a wide range of people”, added Sanziana-Dana.  

Fantasy, romance, romantasy and thrillers were listed among the genres that lend themselves most to additional elements. “I think it boils down to escapism and connection,” explained Suraka. “The world is more overwhelming than ever and fiction can provide us with a place where we feel like we belong. Fantasy and romantasy often thrive because they can offer us these rich and really immersive worlds that are set far apart from what we know.” Alice added that Frieda McFadden’s mystery-thriller series [The Housemaid] is “picking up” and “a lot of people are reading their first fantasy books after seeing people talk about them online”. 

Readers are finding this extra element of the reading “experience”, as Suraka dubs it, through merchandising and creative initiatives. Bookmarks, t-shirts and hoodies are “huge”, noted Sanziana-Dana. “Special editions are on the continuous rise because it’s a way for readers to visually see the art they love so much,” added Suraka. “Book-inspired merch such as jewellery, candles or prints can feel so special when it’s related to a book that feels important or sentimental to us.” Alice pointed to the “gorgeous art”, often referred to as fan art, that has helped the careers of independent artists. “It’s fantastic that so many artists are being supported, outside of the use of AI. It can definitely help as a visual aid and has been so successful in promoting books on BookTok and Bookstagram.” However, she added that the proliferation of special editions, merchandise and art “can be dangerous with promoting overconsumption”.

There has been a “huge rise” in influencer book events, stated Suraka. “We are definitely seeing more influencer-focused events and book launches.” She highlighted a correlation between books that are popular online and events. “Most of the ‘trending’ books have some kind of influencer party or launch in the lead-up to publication and you can see the effect this has on books doing well in the early release days. Publishers have clocked on this and are going above and beyond with their events.” Alice agreed, saying that there has “absolutely” been an increase in events for influencers. “It’s one of the highlights of being part of the community”. Emily (@emilymiahreads; 85,100 followers) highlighted the event Hodderscape ran for Antonia Hodgson’s The Raven Scholar while Alice cited HarperFire’s anniversary party, Vintage’s event with Ocean Vuong to celebrate The Emperor of Gladness and “bloggers brunches” at MCM Comicon. Sanziana-Dana believes that “publishers have to make their books as exciting as possible to compete in a market where there are more and more books being published and events are a great way to do that.”

For Suraka, events “bridge the gap between the readers, the publishers and the authors. There is something so special about the readers being included in such beautiful storytelling that makes us feel like a part of the process, makes us feel important.” Alice also alluded to this feeling of value: “It’s lovely that the publishers work with us and invite us to such wonderful events.”

Suraka concluded: “I think the shift is super clear. Books are not just about ‘reading’ anymore; they’re about experiencing, and I’m so here for it. I think it’s doing wonders showing young people that reading is incredible and that you can have an entire community around you that you connect with. I think it’s going to do wonders for the industry.”