From Pages to Posts: The Power of BookTok

Article by Elisabeth Polivka (29.01.2026)

BookTok, a community on TikTok dedicated to books and reading, has become one of the most powerful forces in modern publishing. Through short videos of readers crying over plot twists, praising morally complex characters, or aestheticizing bookshelves, the platform has driven massive increases in book sales. Titles such as The Song of Achilles by Madeline Miller and It Ends With Us by Colleen Hoover have found renewed global popularity through viral trends. Rather than relying on traditional critics or review sections, BookTok places everyday readers at the center of literary discovery.

The impact of BookTok on reading habits has been examined by several organizations. A 2022 report by the UK Publishers Association, in collaboration with Nielsen BookData, found that fiction sales among younger audiences increased significantly in the years following BookTok’s rise, with many respondents citing social media, particularly TikTok, as their primary source for book recommendations. The same report noted that readers who engage with BookTok content reported reading more frequently than before encountering the platform.

Similarly, a survey conducted by the National Literacy Trust in the UK found that a substantial number of young readers felt BookTok made reading feel more enjoyable, social, and accessible. Many participants stated that seeing peers discuss books online encouraged them to read more regularly and explore bookstores and libraries.

Beyond increasing reading, BookTok has actively shaped literary trends. One of the most prominent examples is the rise of “romantasy”, a genre blending fantasy settings with romance-driven narratives. According to The Guardian, sales in fantasy and romance categories surged in recent years, with publishers directly attributing much of this growth to BookTok popularity. Books within this genre are frequently promoted through emotionally charged clips, making them particularly suited to short-form video content.

BookTok has also boosted interest in emotional contemporary fiction, dark academia, and character-driven narratives. In many cases, these trends have influenced how publishers market books, how covers are designed, and even what types of manuscripts are prioritized for acquisition.

Despite its success, BookTok has faced criticism. One commonly discussed drawback is its narrow focus on specific genres. Literary fiction, nonfiction, poetry, and experimental works often receive far less attention than romance-centered or fantasy-driven novels. A 2023 analysis by The Week highlighted concerns about BookTok frequently circulating the same titles, creating a loop where visibility is concentrated on a limited number of books rather than encouraging broader exploration.

Additionally, some critics argue that the platform’s emphasis on emotional reactions and viral appeal can reduce complex literature down to simplified selling points. Others point out that constant trend-driven reading may encourage speed and quantity over reflection and depth.

Personally, I believe BookTok represents a new and distinct area of the literary world. While it undeniably favors certain genres and repeatedly highlights the same books, its cultural impact is difficult to dismiss. BookTok has reintroduced reading as a shared, social experience and brought enthusiasm back to books in a highly digital environment.

Sources:

Creamer, Ella. “Romantasy and BookTok Driving a Huge Rise in Science Fiction and Fantasy Sales.” The Guardian, 3 Feb. 2025, www.theguardian.com/books/2025/feb/03/romantasy-and-booktok-driving-a-huge-rise-in-science-fiction-and-fantasy-sales.

Morgan, Aoife. “BookTok Made Me Buy It: How TikTok Is Driving a Book-buying Renaissance - Retail Gazette.” Retail Gazette, 16 May 2024, www.retailgazette.co.uk/blog/2024/05/books-tiktok-booktok.

“BookTok Drives About 3% of UK Book Sales: Nielsen | Books+Publishing.” Copyright © Books+Publishing 2026. All Rights Reserved., 24 Mar. 2023, www.booksandpublishing.com.au/articles/2023/03/24/228627/booktok-drives-about-3-of-uk-book-sales-nielsen. Accessed 12 Jan. 2026.

Walfisz, Jonny. “BookTok Influencers: Revolutionising Reading or Bringing About ‘the End of the World’?” Euronews, 18 Jan. 2024, www.euronews.com/culture/2024/01/18/booktok-influencers-revolutionising-reading-or-bringing-about-the-end-of-the-world.

Morris, Seren. “Children Reading More Due to ‘BookTok’ TikTok Trends, Report Suggests.” The Standard, 25 Apr. 2023, www.standard.co.uk/news/uk/children-reading-booktok-tiktok-trends-books-heartstopper-b1076630.html?utm.com.

Picture Sources:

„The Song of Achilles“ als eBook kaufen. www.thalia.de/shop/home/artikeldetails/A1042800547.

„It Ends With Us“ von Colleen Hoover auf Englisch kaufen. www.thalia.de/shop/home/artikeldetails/A1038292111.