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Forbes
21-04-2025
- Entertainment
- Forbes
The Power Of BookTok: Why TikTok's Book Community Is Driving A New Era In Publishing
What began as a cozy nook on the corner of the internet, has quickly transformed into a global phenomenon. As of 2025, #BookTok has accumulated 370 billion views, with over 52 million creations jumping on board–skyrocketing bestsellers, reviving backlist titles and informing reading habits worldwide1. At its core, BookTok thrives on community-driven content: emotional reviews, hot takes, character impersonations and viral recommendations land these reads on the feeds of not just the literary set, but diverse audiences around the world. To help publishers tap into this momentum, we've compiled strategies, insights, and case studies on the Publisher Insights Hub to make the most of the BookTok boom. Building Communities Around Authors and Books The line between author and reader has changed. What once required a book tour or a late-night interview now happens on a phone screen. TikTok has given rise to a new kind of literary connection—immediate, unfiltered, and deeply personal. Authors don't just market their books; they build communities. And readers, in turn, don't just consume stories—they comment on them, review them, and share them with their fellow readers. Unlike traditional platforms built for polished, static content, TikTok thrives on performance and participation. A single clip can revive a forgotten backlist title or launch a debut into an instant best seller. A clear example of this phenomenon is the renewed global recognition of 'A Little Life' by Hanya Yanagihara, where users shared their emotional reactions, discussions and anticipations surrounding the book, and the characters within it. The scale and authenticity of user-generated videos is a key driver of success on TikTok. Readers create reviews, trends and fan content that drive organic reach and real world sales. This is where the true power of BookTok communities lies–in their ability to create buzz through recommendations and real-time conversations. TikTok as a Platform for Buzz Around Book Releases Let's talk about the #BookTok effect. When your devoted fan community already exists, all you need to do to generate buzz is simply to feed it. Through sneak peeks, cover reals, behind-the-scenes content and interviews, authors can charge their online communities with the right cocktail of anticipation and intel to ensure that upcoming book releases go off with a bang. Reviving Classic Stories and Expanding Existing IP The beauty of BookTok is that it doesn't exist to serve just the up-and-coming. It brings new life to older, under-the-radar books by re-engaging past readers and attracting new fans. It's not just contemporary fiction that reaps the benefits here. BookTok has played a huge role in introducing new readers to classic literature, giving long-time classics a resurgence in popularity. TikTok has supplied a platform for readers to dive deeper into themes, dissect plotlines and characters, and discuss adaptions – all of which work towards keeping stories alive in ways that traditional marketing never could. Creating Content Around Adaptations, Releases, and Series BookTok is a global phenomenon, and the love for books—and their adaptations—transcends borders and languages. A great example of this is Maxton Hall - The World Between Us, a German-language Prime Video series that found viral success on TikTok. The show sparked a wave of excitement among German readers who shared their love for the books online. That momentum quickly spread, inspiring English-speaking readers to seek out translated versions so they could dive into the story ahead of season 2. TikTok ensures that books don't fade into obscurity after publication–they go on to thrive, evolve and capture new audiences. What It Means for Publishers and Brands Leveraging TikTok to stay relevant in the digital-first landscape is essential to ensure books stay visible in a rapidly moving market. From organic hype to strategic partnerships, publishers that capitalise on TikTok for book marketing can drive measurable outcomes in three key areas: sales growth, brand awareness and fan engagement. Discover the Power of BookTok at the LA Times Festival of Books! Join TikTok on April 26, 2025, at the LA Times Festival of Books, YA Stage for an exclusive panel on how BookTok is shaping today's most exciting book-to-screen adaptations! Industry leaders and talent will explore how TikTok is driving literary trends, fueling fandoms, and bringing beloved stories to life on screen. Featuring an incredible lineup of speakers, including: The Future of Book Marketing on TikTok As BookTok continues to grow, its significance as a cultural driver for the publishing industry is undeniable and essential for scalable success. TikTok has evolved into a content hub that allows publishers and authors to build lasting connections with readers, foster brand loyalty and drive tangible business growth.
Forbes
09-04-2025
- Entertainment
- Forbes
How TikTok Is Growing The MLB One Post At A Time
We've all heard the phrase 'TikTok Made Me Do It'. Whether it's trying a new restaurant or watching a recommended television show, there's no denying that TikTok is a powerful force in introducing its users to new things. When it comes to sports, TikTok is undoubtedly one of the most powerful platforms for discovery and conversation, with 29% of TikTok users reporting that they became more interested in a sport after watching content about it on TikTok1. Explore our case studies on the Publisher Insights Hub to see how others are turning views into real-world results, and read on to discover tips for tapping into the fandom yourself. A Fan Favorite For Baseball Fans Users have an appetite for snackable, current content they can share. TikTok has become a hub in the baseball world for sharing predictions, discovering player backstories and catching up with the biggest moments of the season. Boston Red Sox recently posted a video asking the team about their favorite movies (spoiler, it's Shawshank Redemption), that swiftly received 1.2M views. If you're a publisher trying to achieve a similar response following Opening Day, here are some tips to keep in mind when defining your TikTok posting strategy throughout the season. 1. Swing Before the First Pitch Get the excitement going by posting content in the lead up to games. Set the scene with backstory and context featuring exclusive spring training footage to introduce star players and their storylines. Bring back fan-favorite moments with iconic flashbacks for shareable nostalgia. Polls and Q&As about season predictions are an effective way at creating fan-driven conversations for even more engagement. Use sports influencers, analysts and team insiders to provide expert insights, giving the fans a taste of what to expect from each big game. 2. Celebrate The Highlights with Real Time Conversation The thrill of sport is in the big moments, and the TikTok community demands instant highlights, with quality takes and real-time fan reactions that respond to the fast pace of the game. Stay on the ball by posting soon after key moments happen, when engagement is high. Short-form highlights perform well, so get creative and capture buzzer-beaters, walk-off moments and tune-in-quick plays to engage fans. Stay on the ball by posting soon after key moments happen, when engagement is high. Short-form highlights perform well, so get creative and capture buzzer-beaters, walk-off moments and tune-in-quick plays to engage fans. Don't chase perfection, but aim for high quality, well-edited videos to maximize interactions. With the direct message and repost feature, there's endless potential for reach. 3. Keep Them Engaged After The Final Out Keep the conversation going after the winning hit by spotlighting viral moments, breakout performances, and meme-worthy reactions. Create follow-up content around big wins and unexpected highlights after the game is done. Retain your viewership and build a community by posting about the next event of the season to get viewers excited about the next big game on the calendar. The Final Coach Tips for Publishers The playbook for the MLB season has evolved. Show that you're ready to step up to the plate by posting content that gives real value to MLB fans. If you make the most of photo posts, short clips and speedy posting, while getting the conversation going, you're on track to hit a home run.
