'Book-introducing videos' posted on TikTok are creating new bestsellers
In developed countries, where 'young people's aliteracy' has been called for a long time, there is concern that the number of people reading books will decrease due to the rise of social media and the spread of video content. However, on TikTok, a short movie sharing SNS, ' videos introducing recommended books ' are gaining strong popularity among young people, and overseas news media
TikTok is taking the book industry by storm, and retailers are taking notice
https://www.nbcnews.com/news/us-news/tiktok-taking-book-industry-storm-retailers-are-taking-notice-n1272909
Adam Silvera , a popular young adult novel writer, published a work called 'They Both Die at the End ' in 2017 and has been on the New York Times bestseller list for a few weeks. After that, sales of 'They Both Die at the End' settled down, but sales increased sharply in August 2020. In April 2021, he achieved the feat of winning first place in the Young Adult Novel category.
Moreover, this popularity is not temporary, and as of July 2021, 'They Both Die at the End' remains number one in the best-selling ranking of young adult novels.
Of course, the growing popularity of the work was a welcome event for Mr. Silvera, but I didn't understand why the work four years ago suddenly became popular. So Silvera told readers, 'I don't know what's going on, but sales have skyrocketed lately. I'm grateful that everyone found this novel years later (from publication). When I sent a comment, 'I found'They Both Die at the End'on BookTok ,' the reader said.
BookTok is a TikTok user community that has skyrocketed in popularity over the past year, with participants posting impressions of books and videos introducing recommended books. The
Book introductory videos on TikTok are spread around young people and have the power to make books such as 'They Both Die at the End,' which have been published for several years, into bestsellers. Other than 'They Both Die at the End,' Madeline Miller 's ' Achilleus Song, ' E. Lockhart 's ' We Were Liars, ' and Taylor Jenkins Reed 's ' The Seven Husbands of Evelyn Hugo. ' NBC News reports that BookTok has made it a bestseller.
BookTok's influence is also focused on Barnes & Noble , America's largest bookstore chain. Barnes & Noble has devised shelves and sections featuring popular books on TikTok, both in-store and online.
According to Barnes & Noble book director Shannon David, many store managers have seen an increase in customers affected by TikTok, creating shelves featuring books that have been talked about on TikTok. It is said that it is. David argues that TikTok is very important in communicating the appeal of reading to younger viewers, introducing older books, and helping authors find readers. David also pointed out that the rise of Book Tok is also associated with a pandemic of the new coronavirus infection (COVID-19). He said that in situations where it was difficult to meet people, people would have sought emotional connections with others through reading.
TikTok is not only a place for readers to connect with each other by impressions and recommendations, but also a place for authors to reach readers directly.
'By the time it was published, I was able to reach more people than I had imagined,' Gong said. 'On Twitter and Instagram, most of the time, we reach people who are already following us. What I noticed on TikTok was a flood of comments from non-followers who were interested in books, young adult fantasies, and plots of novels I wrote. '
The fact that TikTok has a wider reach than Twitter and Instagram is related to its own algorithm that recommends videos. TikTok recommends and displays videos that users have not followed, taking into consideration factors such as videos and hashtags that users have seen in the past, so it is easy for videos to spread to people other than followers.
After publishing the book Curse of the Night Witch at the end of 2020, Alex Aster began posting BookTok-related videos to break through the struggling sales situation. As a result, some of the videos posted by Mr. Astor became popular on TikTok, and it was possible to increase book sales by 5 times. At the time of writing the article, Mr. Astor has more than 350,000 TikTok followers, and it seems that part of the sales comes from enthusiastic followers.
Mr. Astor also used the power of TikTok in the process of publishing his new novel, Lightlark, which is scheduled to be published in 2022. Initially, Mr. Astor brought 'Lightlark' to multiple publishers through agents, but none of them reached a publishing contract.
So Astor posted a 'video summarizing the contents of'Lightlark'' on March 13, 2021 and asked if he would like to read this book. Then, the video was played more than 1 million times within 24 hours, and it seems that more than 8,000 comments from users arrived. Using the spread video as a bargaining material, Aster said that when the agent in charge approached the publisher to publish 'Lightlark', he was able to win a contract of over 100,000 copies.
@ alex.aster It's called Lightlark #booktok #bookstan #bookclub #yabooks #books
♬ original sound --total awkward random
Mr. Silvera, whose book 'They Both Die at the End' became a bestseller due to the influence of TikTok, said that although he has a TikTok account, he has not posted much. Silvera points out that TikTok is unique on social media in that it empowers readers to emphasize their reading experience. 'The readers are stars. They create'bestsellers' in ways that we, the authors, cannot.'
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