‘I can’t stress how much BookTok sells’: teen literary influencers swaying publishers

TikTok recommendations are driving sales and launching authors’ careers as the social media app continues to reshape the industry

The famous Waterstones in London’s Piccadilly is a modernist/art deco building. It started life as a menswear store and has the feel of that sort of traditional shop that is fast disappearing. But this bookshop, like many others, is enjoying a very modern sales boost from social media.

Groups of teenage girls regularly gather here to buy new books and meet new friends, both discovered on the social media app TikTok. Recommendations by influencers for authors and novels on BookTok – a community of users who are passionate about books and make videos recommending titles – can send sales into the stratosphere.

But while very much an online phenomenon, BookTok is having a material impact on the high street, with TikTok now pushing people to buy their books from bricks-and-mortar booksellers through a partnership with bookshop.org, which allows people to buy online and support independent bookshops at the same time.

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