The Influence of #BookTok on New and Existing Authors.
#BookTok has had 200 billion views as of 2024 (brownsbfs.co.uk). Its influence on readers worldwide is impressive, inviting an influx of new readers and reintroducing old book lovers to the world of fiction and nonfiction once more. It is simply a hashtag used on TikTok to promote book-based content; reviews, fan art, fan casting, book clubs, new releases, and more have filled people’s ‘For You’ pages since the hashtag began around 2019. It has helped pre-released books enter bestseller charts years after their release (e.g., We Were Liars by E. Lockhart, 2014) and debut releases be named on the New York Times Bestseller list (e.g., Powerless by Lauren Roberts, 2023).
My experience of #BookTok is marked by watching Lauren Roberts and her journey to becoming an instant #1 New York Times bestselling author, so it only felt right to base this blog on her story to illustrate the influence of this hashtag on new and upcoming authors.
I think one of the main draws for authors promoting their books on TikTok is the authenticity of the engagement it provides. Shaffi (2022) pointed out that “authenticity has been key to the success of BookTok, with its earliest hits coming about organically and with little involvement from retailers or publishers,” which I think adds to the overall success of ‘#BookTok’ books. These books are discussed by people who have genuinely enjoyed reading them and want others to share that experience. This authenticity helps engage both new and existing readers, encouraging them to pick up books and share their own opinions.
The viral potential of books promoted on #BookTok is also highly attractive to authors. Faulkner (2025) highlights this by noting that BookTok was responsible for 2.4% of annual sales in 2021. She explains that “BookTok’s influence is far-reaching, with bookshops dedicating shopfront displays to trending titles, often adding ‘TikTok Viral Sensation’ stickers.” Major booksellers such as Amazon have even created a category called #TikTokMadeMeBuyIt.
This is appealing to authors because it increases the likelihood of their work gaining visibility. Faulkner also notes that the subcategories within #BookTok allow a wide range of genres to be discussed. Authors can therefore market their books strategically by using hashtags to target specific audiences, such as #romantasy or #mystery, and even more niche tropes like #enemiestolovers (4.2 billion+ views) or #grumpysunshine. These hashtags help content reach readers with specific tastes who are actively seeking recommendations, making it an effective marketing strategy. This highlights the shift from publisher-led engagement to reader-led engagement, which arguably is more authentic, as it relies on readers real-life experiences of reading novels, which help other readers to find their new favourite books.
So far, I have discussed marketing strategies, authenticity, and viral potential—factors that help established authors reach new audiences. However, it is also important to consider the influence of #BookTok on new authors.
My introduction to #BookTok was shaped by watching the writing process of the debut YA romantic fantasy novel Powerless by Lauren Roberts. She shared TikToks documenting her journey, from writing the first draft to being picked up by the publisher Simon & Schuster, and eventually to the book’s release. This was fascinating to watch, and sharing the journey with her felt special. I was one of 17 million viewers who watched her videos about the first draft. Again, this presents the reader-led success that we are seeing sky rocket as a result of #Booktok, with books being marketed and made popular by other likeminded readers, rather than publisher-led advertisements.
The community she built through her honest portrayal of the writing process created a loyal fan base that was excited to read the novel long before its release. As of April 2025, Powerless has sold 5.5 million copies and reached the top of the New York Times Bestseller list. Without a doubt, #BookTok significantly contributed to the success of Lauren Roberts and her debut novel.
She discusses its impact in an interview with Publishers Weekly (2024), stating that she “wouldn’t be here today if it wasn’t for #BookTok” and that “by the time I self-published Powerless, I had amassed a group of fans for a book they hadn’t even read yet. They were there for the entire journey.” This shows the bleed between author and reader and the parasocial relationships that #BookTok can create. Roberts had a loyal fan base on TikTok that helped her to achieve the success that she did for her debut novel, read by so many emotionally invested readers.
This experience is not unique to Roberts. Alex Aster, for example, initially struggled to gain traction with her debut novel and was dropped by her literary agent. On 13 March 2021, she posted a TikTok asking her followers if they would read her book, briefly describing the plot. She did not expect much response. However, the next day, her video had over one million views. A week later, Lightlark went to auction, resulting in a six-figure publishing deal with Amulet Books (Flood, 2022).
There are many more success stories similar to those of Roberts and Aster, highlighting the potential of #BookTok to transform authors’ careers. However, it is arguably a niche market, meaning such success stories may be relatively rare.
Disadvantages
As TikTok is a social media platform primarily used by teenagers and young adults, the audience for #BookTok novels tends to fall within a specific age group. This may limit the reach of certain books, particularly those aimed at different demographics, meaning they may not achieve the same level of success.
Additionally, viral success is unpredictable. While hashtags and marketing strategies can improve visibility, the TikTok algorithm can promote content at random, meaning there is always an element of luck involved.
It is also important to recognise that the same authenticity that drives BookTok’s success can lead to criticism. Content creators are often honest in their reviews, and negative opinions are shared just as openly as positive ones. If a book receives criticism, it may discourage potential readers or even cause it to go viral for negative reasons.
Conclusion
In conclusion, TikTok has had a significant impact on the book community, creating a space that celebrates reading and connects readers and authors. It has provided new and established authors with opportunities to reach wide audiences and achieve commercial success. However, this influence comes with challenges, including limited audience reach, unpredictability, and public criticism.
Overall, #BookTok has reshaped how books are marketed and discovered, offering both opportunities and risks for new and upcoming authors.
