TikTok set off a reading craze, and the number of book videos broadcast exceeded 100 billion

On the short video platform TikTok, book videos are one of the most popular content.
By the beginning of January 2023, TikTok has played more than 100 billion videos related to BookTok in the book community.
During the epidemic in 2020, overseas netizens will share book recommendation videos on TikTok and label the videos # BookTok.
With more and more netizens joining, BookTok has gradually grown into an "online reading corner", where most of the readers recommend books, share reading experiences, and initiate reading activities.
BookTok is a spiritual home for book lovers, where people seek common reading experiences, establish warm connections, and get sincere responses.
The blogger @ jordantarver shared three books that "can change your way of thinking" and received 3.6 million praise and thousands of comments.
BookTok also makes lonely reading a collective activity.
Kate Wilson @ kateslibrary, an 18-year-old British blogger, began to share books in BookTok during the epidemic.
She said: "I have many books I like, and I hope to find more people to talk about them with me.
In fact, there are many people in our school who have never talked before, but after they found my TikTok account, they took the initiative to come to me to talk about the books I shared." There are many minority writers who are popular in TikTok, and their literary literacy and clever editing have made them gain unprecedented popularity.
Madeleine Miller, an American writer, was a high school teacher.
Her novel The Song of Achilles, inspired by Homer's epic, has been tepid since its publication in 2012.
The TikTok netizens found this treasure novel, which made the video related to this book play 280 million times.
In June 2022, the publisher announced that its sales volume had reached 2 million copies# Songofachilles has played more than 280 million times on TikTok, and BookTok has also become the focus of the publishing industry, which is called the "best seller artifact" by readers and major media.
It is understood that by December 2022, 6 of the top 10 books with the highest sales volume are the works of Colin Hoover, the "Queen of BookTok".
According to BookScan's statistics on the top ten best-selling books in the United States by December 5, 2022, TikTok helped Simon and Schuster, the world's top booksellers, increase their revenues by more than 34%.
The books of this publishing house are very popular on TikTok.
Top publishers such as Barnes&Noble Bookstore and Penguin Random House also choose to cooperate with TikTok.
In September 2022, TikTok introduced a new function that allows users to directly add book links and jump to book pages when creating videos.
In October 2022, TikTok will join hands with the Frankfurt Book Fair, a world-renowned publishing industry event, for the first time to let short video creators shoot or broadcast live to share their participation experience with fans.
(Diao Wei)