Sales were initially concentrated among young adult titles, but BookTok is now even more powerful in adult fiction, according to BookScan. Instead, readers speak plainly about the emotional journey a book will offer.Īnd that, it turns out, is just what many people are looking for, said Milena Brown, the marketing director at Doubleday. The most popular videos don’t generally offer information about the book’s author, the writing or even the plot, the way a traditional review does. NPD Books said that no other form of social media has ever had this kind of impact on sales.īookTok is not dominated by the usual power players in the book world such as authors and publishers but by regular readers, many of them young, who share recommendations and videos of themselves talking about the books they love, sometimes weeping or screaming or tossing a copy across the room.
So far this year, those sales are up another 50 percent. Now one of the commanding forces in adult fiction, BookTok has helped authors sell 20 million printed books in 2021, according to BookScan.
“The whole idea of dominating supermarket shelves, dominating airport stores, dominating the front tables at bookstores, it’s just not really where it’s at in the same way.” TikTok has “made the transition from a novelty to a real anchor for the market,” said Kristen McLean, executive director of business development at NPD Books.
0 kommentar(er)
