New York Times: How TikTok Becomes a Best seller artifact

The global monthly active users of the short video platform TikTok have exceeded 1 billion, which is one of the most popular applications for overseas users.
The American publishing industry has noticed that a user community BookTok, which spontaneously shares and discusses books, has appeared on TikTok.
It has not only created many popular books, but also greatly increased the overall sales of offline book industry.
People gradually realize that TikTok has become the market pillar from the novelty of the book industry.
This article compiles the latest report published by the New York Times in July to introduce the changes TikTok has brought to the American publishing industry.
The New York Times reports that most best sellers can not be separated from two factors: the author has a long reputation and brings his own traffic;
Books continue to be exposed in TV programs and other channels.
But many of this year's best sellers have taken a different approach: they have become popular on TikTok and become offline.
As early as the beginning of last year, the publishing industry noticed that the books on the bestseller list have a common feature.
They are all the books that TikTok users enjoy talking about in BookTok.
This discovery not only delighted publishers, but also surprised book authors and even TikTok users.
Over the past year, BookTok has grown and become a continuous and powerful force in the book world, helping to create many of the best-selling works in the market.
"TikTok has changed from a new thing in the book industry to a real market pillar." Christine McLean, executive director of business development of NPD Books, an American publishing statistics agency, said.
For a long time, the author and publisher of a book have played a major role in the book corner dominated by readers.
Unlike in the past, people in the book publishing industry have the right to speak, BookTok is a book corner dominated by ordinary readers.
Traditional book reviews provide information about the author and plot of a book, but not the most popular videos on TikTok.
On the contrary, readers will tell the emotional process of reading a book directly.
Young people are active users of TikTok.
They share, recommend, and talk about their favorite books in videos.
Sometimes they cry or scream to express their feelings.
The popular books of TikTok include not only contemporary youth science fiction, but also Wuthering Heights, The Great Gatsby and other famous books.
For example, TikTok creator @ chamberofrofsecretbooks "crusaded" Jane Austen, a famous British writer, in a video, "accused" Austen of his works being too moving, so that he could not help himself after reading them.
More than 1.5 million people praised her.
The creator of TikTok "accused" Jane Austen's novels of being too moving, and more than 1.5 million people praised them.
"Facts show that this (emotional venting) is what many people are looking for." Milena Brown, director of marketing at Dobleday.
The influence of BookTok is directly reflected in the number.
According to the data of NPD BookScan, BookTok has helped the author sell 20 million books in 2021, becoming one of the leading forces in the field of adult fiction.
The first half of 2022