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.
Her Simon & Schuster stablemate, Spanish-born Elena Armas, is a more recent arrival, a bibliophile who graduated from chemical engineering to multiplatform book blogging many years ago, but didn’t start writing novels until the pandemic. She self-published her debut romcom, The Spanish Love Deception, in 2021. “At first, sales were OK, at least for someone who had low expectations,” she says.
The Song of Achilles, according to Peter at Waterstones, owes its sudden success to a vogue for anything mythology-related. Publisher Bloomsbury, however, pinpoints a different element: “The new generation of readers connected first and foremost to one of the greatest gay love stories of all time,” it says. “In addition, The Song of Achilles became a cathartic release for readers when so many of them, due to the pandemic and lockdowns, were missing out on pivotal, formative experiences.
‘One of the greatest gay love stories’ … Madeline Miller, author of The Song of Achilles, thanks her BookTok fans.At an international bookselling summit in Venice earlier this year, Waterstones’ famously unflamboyant managing director, James Daunt, said: “The one thing that seems evident is that authenticity matters. And a lot of it is innocent humour. We’ve generally found that the people with blue hair do better than the people with sensible haircuts.
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