Why TikTok’s Book Community Is Driving A New Era In Publishing
What began as a cozy nook on the corner of the internet, has quickly transformed into a global phenomenon. As of 2025, #BookTok has accumulated 370 billion views, with over 52 million creations jumping on board–skyrocketing bestsellers, reviving backlist titles and informing reading habits worldwide1.
At its core, BookTok thrives on community-driven content: emotional reviews, hot takes, character impersonations and viral recommendations land these reads on the feeds of not just the literary set, but diverse audiences around the world.
To help publishers tap into this momentum, we’ve compiled strategies, insights, and case studies on the Publisher Insights Hub to make the most of the BookTok boom.
Building Communities Around Authors and Books
The line between author and reader has changed. What once required a book tour or a late-night interview now happens on a phone screen. TikTok has given rise to a new kind of literary connection—immediate, unfiltered, and deeply personal. Authors don’t just market their books; they build communities. And readers, in turn, don’t just consume stories—they comment on them, review them, and share them with their fellow readers.
Unlike traditional platforms built for polished, static content, TikTok thrives on performance and participation. A single clip can revive a forgotten backlist title or launch a debut into an instant best seller.
A clear example of this phenomenon is the renewed global recognition of “A Little Life” by Hanya Yanagihara, where users shared their emotional reactions, discussions and anticipations surrounding the book, and the characters within it.
The scale and authenticity of user-generated videos is a key driver of success on TikTok. Readers create reviews, trends and fan content that drive organic reach and real world sales.
This is where the true power of BookTok communities lies–in their ability to create buzz through recommendations and real-time conversations.
TikTok as a Platform for Buzz Around Book Releases
Let’s talk about the #BookTok effect. When your devoted fan community already exists, all you need to do to generate buzz is simply to feed it. Through sneak peeks, cover reals, behind-the-scenes content and interviews, authors can charge their online communities with the right cocktail of anticipation and intel to ensure that upcoming book releases go off with a bang.
Reviving Classic Stories and Expanding Existing IP
The beauty of BookTok is that it doesn’t exist to serve just the up-and-coming. It brings new life to older, under-the-radar books by re-engaging past readers and attracting new fans.
It’s not just contemporary fiction that reaps the benefits here. BookTok has played a huge role in introducing new readers to classic literature, giving long-time classics a resurgence in popularity.
TikTok has supplied a platform for readers to dive deeper into themes, dissect plotlines and characters, and discuss adaptions – all of which work towards keeping stories alive in ways that traditional marketing never could.
Creating Content Around Adaptations, Releases, and Series
BookTok is a global phenomenon, and the love for books—and their adaptations—transcends borders and languages. A great example of this is Maxton Hall – The World Between Us, a German-language Prime Video series that found viral success on TikTok. The show sparked a wave of excitement among German readers who shared their love for the books online. That momentum quickly spread, inspiring English-speaking readers to seek out translated versions so they could dive into the story ahead of season 2.
TikTok ensures that books don’t fade into obscurity after publication–they go on to thrive, evolve and capture new audiences.
What It Means for Publishers and Brands
Leveraging TikTok to stay relevant in the digital-first landscape is essential to ensure books stay visible in a rapidly moving market. From organic hype to strategic partnerships, publishers that capitalise on TikTok for book marketing can drive measurable outcomes in three key areas: sales growth, brand awareness and fan engagement.
Discover the Power of BookTok at the LA Times Festival of Books!
Join TikTok on April 26, 2025, at the LA Times Festival of Books, YA Stage for an exclusive panel on how BookTok is shaping today’s most exciting book-to-screen adaptations! Industry leaders and talent will explore how TikTok is driving literary trends, fueling fandoms, and bringing beloved stories to life on screen.
Featuring an incredible lineup of speakers, including:
- Vanessa Craft – TikTok Global Head of Content Partnerships
- María Contreras – Amazon MGM Studios Head of Movies & Scripted, Spanish International Originals
- Fernando Lindez – Star of Dímelo Bajito
- Mercedes Ron – Author of Culpables and Dímelo Bajito
- Eva Ruiz – Star of Culpables
- @morgannbook – #BookTok creator
The Future of Book Marketing on TikTok
As BookTok continues to grow, its significance as a cultural driver for the publishing industry is undeniable and essential for scalable success.
TikTok has evolved into a content hub that allows publishers and authors to build lasting connections with readers, foster brand loyalty and drive tangible business growth.
Sources:
1. TikTok Internal Data, 2025