#BookTok vs. my Bank Account: Social Media’s Impact on the Book Publishing Industry
This summer, all of my targeted advertisements aligned. They were on a mission to convince me to purchase “Fourth Wing” by Rebecca Yarros. After talking to some of my book-lover friends, I learned I was not alone; my own father bought it at our local independent bookstore this month. But how did a book from an author I’d never heard of get so popular so fast?
#BookTok.
Book influencers on TikTok and Instagram are powerful allies in the publishing industry. They help raise the profile of lesser-known authors without literary agents—in the case of “Lightlark” by Alex Aster—and keep authors like Colleen Hoover, Taylor Jenkins Reid and Sarah J. Maas at the top of the charts. The usage of social media as a promotional tool has changed the publishing industry as a whole.
#BookTok-sensation author Alex Aster and her debut novel “Lightlark” (Photo from The Today Show)
In March 2021, Alex Aster had just lost her literary agent. She put out an elevator pitch plea for her book on TikTok, was recognized by the niche #BookTok crowd, and went viral. Her young adult fantasy novel had the same appeal as blockbuster hits like “The Hunger Games” and “Harry Potter,” contributing to a growing trend of new adult and young adult books in that genre. Within weeks, Aster had a six-figure deal with Amulet Books and by August 2022, she had sold the film rights to “Lightlark” for even more.
#BookTok exploded during the pandemic, when everyone had time to read and reading became less of a high-brow hobby and more of an aesthetic. While this is not the first time we’ve seen the commercialization of art happen, it’s always unsettling to see capitalism’s influence on a beloved pastime. In this case, it shows up by courting influencers at publishing events or featured displays in local bookstores.
Lately, it’s become a bit overwhelming. I see some downsides in the form of “book haul” posts, book shaming and speed-reading challenges. At this point, I’m consuming new releases faster than ever, just so I don’t have them spoiled while I’m scrolling through Instagram reels.
Sometimes, these book publicity campaigns become too over-saturated, and I end up avoiding the books to feel like I’m rebelling against the system—for example, with Colleen Hoover’s work. I don’t want to participate in promoting hyper-consumerism.
Other times I wonder if I’m capable of self-control. I not only lost the battle in resisting “Fourth Wing,” but I’ve also pre-ordered a special edition of its sequel “Iron Flame.”
After all, I have an excuse: #BookTok made me do it.