By skyforbes 
There’s hardly anyone in the world who doesn’t know what TikTok is, most people have it, and everyone’s heard of it. Within the app, countless sub-communities have emerged where people dive deep into specific topics, alongside influencers and viral moments. One such corner, BookTok, has taken the literary world by storm. It’s a magical space where readers share book recommendations, fangirl over their favorites, and have emotional breakdowns over plot twists. While BookTok has been a revolutionary force in literary culture, transforming books into viral sensations and making previously unknown authors overnight celebrities, it’s not without its share of controversy. Grab your favorite book, settle in, and let’s dive into the wild world of BookTok, and the authors who may or may not be writing for likes.
Books Aren’t Just for Libraries Anymore, They’re a Trend
Gone are the days when books gathered dust on a shelf, waiting for the most dedicated reader to come along. Thanks to BookTok, books have become the next big trend. From Colleen Hoover’s It Ends With Us to The Song of Achilles by Madeline Miller, titles that were once under the radar are now must-reads for TikTok’s bookish community. But here’s the catch: Some of these books are only getting popular because of TikTok, and it’s not always about the quality of the writing.
With its algorithm dictating what shows up on your feed, TikTok’s massive influence can turn even the most obscure titles into global phenomena, making authors who previously had a niche audience suddenly skyrocket into bestseller status. According to a 2022 study by Nielsen BookScan, books that are recommended by influencers, including those on platforms like BookTok, see a significant surge in sales. Colleen Hoover’s It Ends With Us climbed to the top of the bestseller lists not through traditional marketing but because of the viral momentum driven by BookTok. In fact, Hoover’s sales surged by 200% between 2020 and 2021, largely due to the BookTok phenomenon. But is that a good thing? Or are books becoming viral products driven by trends rather than meaningful content?
The Power of the Recommendation (and the “Viral Algorithm”)
Before BookTok, BookTube, and Bookstagram, book recommendations were shared the old-fashioned way, by word of mouth, book clubs, and the occasional internet list. Now, BookTok has created a book recommendation culture that’s all about creating moments. The book reviews are often set to dramatic music, filmed with the utmost care, and accompanied by close-ups of books held like sacred relics.
But here’s where the problem lies: how many of these recommendations are genuine? With TikTok’s algorithm favoring videos that get engagement, some creators are making content specifically designed to be shareable rather than authentic. It’s all about what’s trending, and sometimes that means promoting a book not because it’s the best thing since sliced bread but because it’s timely or fits into a certain niche. So, when TikTok authors create books that seem to cater to what’s trending at the moment (think over-the-top romances or dramatic love triangles), it can feel like the literary world has become a game of follow the leader. You know, for likes.
Not only is there the idea of doing things for likes, but there have been reports of traditional publishing houses getting into the mix to help influence what’s trending. Publishing houses have become increasingly aware of the power of BookTok in shaping literary trends, and many are now actively leveraging influencers on the platform to promote their books. This has led to a growing partnership between publishers and BookTokers, with influencers often placed on publishing house payrolls or receiving advanced copies of books in exchange for reviews, promotional posts, or involvement in special campaigns. Publishers recognize that BookTok’s ability to propel books to the bestseller lists can be a game-changer, and as a result, they have shifted marketing strategies to align with the platform’s viral nature. While this relationship can be beneficial for both parties, it also raises questions about authenticity, with some readers wondering if certain recommendations are motivated by sponsorships rather than genuine enthusiasm. Nevertheless, BookTok’s influence on book sales has undeniably made it a key player in the modern publishing landscape.
It’s More Than Just Books, It’s a Culture
BookTok culture is a vibrant and dynamic community within the larger TikTok platform, where users, known as BookTokers, share their love for literature through creative and engaging content. This subculture is characterized by short, often highly edited videos that feature book reviews, recommendations, and personal opinions about literary works. Users utilize popular trends, challenges, and soundtracks to highlight their favorite books, from new releases to older classics, often giving specific, passionate, and humorous takes on characters, plot twists, and writing styles. BookTok has become a powerful force in the book world, with its influence often driving books to the top of bestseller lists or reigniting interest in certain genres, particularly in the realms of fantasy, romance, and young adult fiction.
What makes BookTok unique is its emphasis on community and inclusivity. BookTokers are known for creating content that not only recommends books but also fosters discussion around diverse voices and stories. Readers from various backgrounds engage in conversations about representation, mental health, and personal experiences, turning BookTok into a space where people can bond over shared literary passions. The culture on BookTok is also heavily intertwined with the aesthetic of “reading” as a personal journey, where videos often include cozy book hauls, reading challenges, or reactions to plot twists. This focus on authenticity and relatability has made BookTok an essential space for readers looking to connect with others who share their literary enthusiasm.
From Diverse Voices to Viral Trends
BookTok is a space filled with a wide range of discussions, with some of the most significant debates revolving around representation, diversity, and inclusivity in literature. Many BookTokers are advocating for more diverse voices to be heard, focusing on amplifying authors of color, LGBTQ+ authors, and those from marginalized communities. These discussions often highlight the importance of seeing characters and stories that reflect the varied experiences of readers, with a push for more books that address issues such as racism, mental health, and societal challenges. This growing awareness is reshaping the book market, with BookTokers actively encouraging followers to seek out and support books that reflect a broader spectrum of identities and cultures.
Another hot topic within BookTok is the shifting landscape of book recommendations and genres. For example, the platform has sparked the resurgence of certain subgenres, such as fantasy and romance, often through viral book challenges and “book rec” videos. Among these, “dark academia,” “grumpy/sunshine” tropes, and “slow burn” romances have become fan favorites, leading to heightened discussions about tropes, character development, and plot structures. However, the platform has also generated debates around the commercialization of literature, as some users express concern about how BookTok’s influence on book sales can lead to over-hyped books or a narrow focus on trending titles, often leaving lesser-known works or indie authors behind. These discussions about trends and the business side of books reveal the complex relationship between BookTok and the literary industry.
From Viral Success to Controversial Tactics: Why We Need to Hold TikTok Authors Accountable
Meet the TikTok author final bosses: Colleen Hoover, Sarah J Maas, Alex Aster, and Piper CJ
Just when we thought e-readers would be the biggest disruption to book culture, we got TikTok authors instead. The rise of TikTok authors like Colleen Hoover, Piper CJ, Alex Aster, and Sarah J. Maas has sparked quite a bit of controversy, particularly around the question of whether their success is earned or engineered. Colleen Hoover, for instance, faced criticism for the rapid commercialization of her works, with some claiming her books were less about literary merit and more about being marketed to perfection for TikTok trends. Piper CJ, a self-published author, the queen of the one-week novel, has allegedly shelled out over 15 novels in two years and has found herself under fire when accusations arose that she was paying for glowing reviews and engagement to boost her book’s popularity. Alex Aster, whose Lightlark became a TikTok sensation, saw backlash for its perceived lack of originality and for capitalizing on the TikTok “bookish aesthetic” without offering much substance. Sarah J. Maas, whose A Court of Thorns and Roses series exploded on the platform, faced accusations of “feeding into” problematic tropes like abuse disguised as romance, all while benefiting from the constant BookTok hype. While these authors have undeniably gained massive followings, it’s essential for readers to hold them, and the BookTok community, accountable. Authenticity, diversity, and the promotion of thoughtful narratives should matter as much as virality. In a space where trends can quickly overshadow quality, it’s important to remember that not all success stories are created equal, and the need for critical engagement has never been more vital.
Final Thoughts
BookTok has undeniably transformed the way we discover, discuss, and celebrate books, creating a vibrant community that thrives on shared passion and emotional connection. However, its influence comes with a fair share of complexities, from the rise of authors tailoring their work for the algorithm to the controversies surrounding specific figures and their methods. The pressure to write for virality can sometimes overshadow the value of meaningful storytelling, and as BookTok grows, so does the power of publishing houses to shape what we see on our feeds. While this platform has provided a unique opportunity for authors to reach new audiences, it’s crucial for both readers and creators to maintain a balance between enjoying the entertainment and holding space for genuine, diverse voices. In the end, the culture of BookTok has the potential to shape the future of literature, but only if we hold the industry, its influencers, and ourselves accountable for what we promote and consume.