Social media is opening publishers' eyes to a new demographic of younger and more diverse readers of romance novels. BookTok, a corner of TikTok where readers post content around books such as reviews, recommendations, and reactions, has changed the publishing industry rapidly. Where sales have traditionally been driven by retailer merchandising and press coverage, bookshop displays and bestseller charts are now often dominated by TikTok favourites, with bookshops introducing BookTok tables to help customers pick up the latest viral hit. You only have to look to bestseller lists around the world to see just how influential this demographic can be. And their behaviour has changed the way we view a book's lifecycle; influential posts with millions of views have the power to catapult writers into the charts years after their book was first published.
The Bookseller - Comment - The DNA of BookTok romance
- Romance |
- Romance writers |
- TikTok |
- BookTok
13 February 2023
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