Culture | Books and social media

BookTok has passion—and enormous marketing power

Old-fashioned critics might not approve. But why should BookTok’s stars care?

Nov 6th 2021

A YOUNG WOMAN holds up a book and smiles. “This is day one of me reading ‘The Song of Achilles’,” she says. The video jumps forward. “And this”, she moans, her face stained with tears, “is me finishing it.” Another clip, entitled “Books that will make you SOB”, offers written notes on how assorted stories got readers to cry, such as “I can’t think about it without bawling” and “ended up crying sm [so much] i had to change my shirt”. This is BookTok, as the literary wing of the app TikTok is known. Imagine the emotional pitch of a Victorian melodrama, add music, and you have the general idea.

This article appeared in the Culture section of the print edition under the headline “Word of mouth”