On Tiktok, foreigners sell books by crying

At the end of 2020, the novel "It Ends With Us" suddenly topped the New York Times bestseller list, which made Colin Hoover, the author of the book, excited, although at the same time she was a little confused - because she published this book four years ago.
Fig./Amazon "To be honest, I really don't know what happened.
Even my publisher was at a loss.
Why did this book suddenly become popular four years later?" She recalled.
Soon, Colleen found that some young readers would post videos on TiktTok to talk about the contents of her books, and all the tags had # BookTok on them.
She finally realized that it was this small label on Tiktok that caused such a sensation.
Fig./npr1 In 2020, a "century epidemic" swept the world relentlessly, changing the life style of people all over the world.
The young people who are "forced" to stay at home have nothing to do, driving the rise of Tiktok.
At the same time, a group of young readers who love to look for books on short videos and share their insights have also been born.
Gradually, # BookTok became the base of this group of young readers, began to absorb fresh blood, and gradually became a very cohesive consumer group of readers.
In fact, it is difficult to quantify the size of BookTok now, because TikTok has not released relevant topic analysis.
However, from the 4.25 billion topic reading data, it is not difficult to see that the flood of readers' consumption brought by this topic can not be underestimated, especially in the contemporary romantic novel market.
Figure/tiktok In this topic, there are countless users every day, either scrolling through BookTok or uploading videos about their favorite books.
Photo/tiktok Fans settling in # BookTok are mostly young women.
They are the group most eager to read and share knowledge and understanding.
At the same time, they are also the group most easily mobilized by the story and plot.
Figure/tiktok Like the book It Ends With Us mentioned at the beginning, in addition to being repeatedly mentioned by fans in # BookTok, its own TikTok tag # TheyBothDieAtTheEnd has been viewed more than 75 million times.
Most fans tend to cry at the camera when they see a less perfect ending.
Figure/tiktok "In # Booktok, as long as the content of the novel is sufficiently emotional and provocative, and you bring your own emotional opinions, this very emotional 45 second video can definitely make your video a hit." "At least so far, I haven't seen any other social media that can make a novel popular overnight - I mean the one that sells tens of thousands of copies every month." The director of Barnes&Noble website in the United States once said this to foreign media.
This is actually easy to understand, because from another perspective, the short videos recommended by these novels are more like a mini movie trailer, with the screen on the screen