BookTok: The Way to Get Everyone Reading Again?

BookTok is a popular genre on the social media platform TikTok. Users share everything related to books. But what makes BookTok so appealing? ‘The idea that the BookTok community consists solely of teenage girls is a persistent misconception.‘

PhD candidate Sonali Kulkarni of Tilburg School of Humanities and Digital Sciences (TSHD) is researching the phenomenon of BookTok. Among other things, she is looking at how people talk about books on TikTok, what role the platform plays in what we read, and why books perform so well there.

Although TikTok is best known for its short videos and endless scrolling, it is also home to a vibrant book culture. People share their favorite books, respond emotionally to stories, and show which titles they have on their bookshelves. What makes BookTok so popular? Univers asked Kulkarni.

First of all: how would you explain BookTok to someone who thinks TikTok is mainly about dancing?

‘BookTok refers to book culture on TikTok. Everything is related to books in some way, but it is combined with other forms of online culture, such as music, humor, and performance. Virtually any trend on TikTok can also be used to talk about books.

‘It is not just about reading, either. People show which books they buy, collect, or would like to have on their shelves. This focus on the physical book is particularly interesting because TikTok is a digital platform.

‘While digital media are often seen as a threat to physical reading, on BookTok the book is explicitly presented as something you can own, love, and cherish. Reading thus also becomes part of how people present themselves.’

What do BookTok creators do better than some schools or libraries when it comes to getting people excited about books?

‘Schools are now also looking at what they can learn from BookTok. One important difference is that BookTok can free books from the idea that reading is primarily educational or serious. Books that you might not normally come across at school because they are not considered literature can become hugely appealing on TikTok.

‘Schoolbooks can sometimes feel disconnected from young people’s everyday lives. BookTok creators show that reading is allowed to be fun. They make readers feel that it is okay to read the books they themselves find interesting. As a result, reading becomes less something that others expect you to do and much more something you do for yourself.’

If you could dispel one persistent misconception about BookTok, what would it be?

‘That the BookTok community consists solely of teenage girls. That image has long since ceased to be accurate. The first generation of users has grown older, and the community has become much broader. In addition to readers, publishers, libraries, bookstores, and teachers are now also active on TikTok.

‘BookTok is also interesting as a community. You do not have to join a book club to become part of a conversation about books. Simply by watching videos, commenting, or liking something, you can participate. That low barrier to entry makes it easier for many people to share their reading experiences with others.’

Many people say social media is ruining our ability to concentrate. At the same time, BookTok is encouraging young people to read books. How do you view this contradiction?

‘I find that tension interesting. Some researchers distinguish between different forms of attention. That is why I think the discussion is more nuanced than it is often presented.

‘On the one hand, there is criticism of social media and the way platforms constantly compete for our attention. On the other hand, on TikTok you see communities in which readers engage deeply with books and long-form stories.

‘The two do not necessarily have to be mutually exclusive. Many people on BookTok are genuinely passionate about reading and share that passion with others. At the same time, it remains important to take a critical look at how platforms are designed.

‘We all have only a limited amount of time and attention. TikTok is competing not only with books, but also with other social media, streaming services, and traditional forms of entertainment.’

On BookTok, you also see videos of people crying or being completely overwhelmed by a book. Why do such videos appeal to people?

‘On TikTok, you have very little time to explain a book in detail. It is often easier to show what a book does to you. That is why you see many videos in which emotions take center stage. Such reactions attract attention and make people curious.

‘When someone is visibly moved by a story, you want to know what makes that book so special. Emotion therefore becomes a powerful way of communicating about books.’

Have you read any BookTok books yourself that lived up to the hype?

‘Yes, They Both Die in the End by Adam Silvera. I discovered it through a BookTok creator who reacted to it very emotionally. That made me curious. Ultimately, that book even gave me the idea to start researching BookTok.

‘And The Seven Husbands of Evelyn Hugo by Taylor Jenkins Reid and Lessons in Chemistry by Bonnie Garmus also turned out to be strong books.’

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