Have teenagers taken control of publishing? With some authors notching up a billion views, we look at how TikTok is electrifying the world of books – creating bestsellers, reviving classics and rescuing neglected genres
, set to Louis Prima’s 1964 hit Che La Luna, gives a finger-clicking tour of an idyllic country cottage packed full of personally signed copies and book-themed goodies. Within days, this video has been liked more than 7,000 times. Overall, says Harper Voyager, the content generated from the weekend scored 170,000 views.. But in BookTok terms, it’s a drop in the ocean.
It’s not only new YA authors who have benefited from the BookTok boom. At Lakeside, Waterstones has a section devoted to Penguin’s clothbound classics, because BookTokers love beautiful volumes, especially if they have sprayed edges., a Birmingham BookToker who has notched up 3.
A recent experiment to push the first volume in a new trilogy by US thriller writer Don Winslow shows the pitfalls of publishers trying to get on down with the kids. Although set in Providence, Rhode Island, in 1986, in a nod to The Song of Achilles it’s being promoted as “a contemporary Iliad”. Its launch was accompanied by readalongs. Irish dance stars Gardiner Brothers posted videos of themselves dancing with the book, which Winslow then reposted on his own channel.
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