How a TikTok trend is saving the book industry
What’s currently trending among teenagers? Books! Surprisingly, yes—books! One reason for this resurgence is our collaboration with TikTok. Together, we created a bestseller list, a book club, and an award, and we made a significant impact at the Leipzig and Frankfurt Book Fairs. The result? Massive media coverage!
#BookTok addresses a critical issue: currently, about one in four children leaving elementary school struggles with reading and writing. The best remedy? We need to inspire more young people to read.
Dr. Jörg F. Maas from the Reading Foundation agrees: “Initiatives like #BookTok can encourage teenagers and young adults to read in diverse ways, positively impacting their reading skills—because every word read counts.”
#BookTok Bestseller Lists
The impact of #BookTok is undeniable. Since April 2023, TikTok and market research company Media Control have been publishing the #BookTok bestseller list with our help. This list is compiled from Media Control’s sales figures, as well as data and analysis from TikTok. Every month, the 20 most popular titles in the community come together, setting trends for both small and large booksellers and publishers.
From the web to the point of sale
The #BookTok community is one of the most engaged on TikTok, and it’s growing. Unknown authors have made it onto various bestseller lists through their engagement on #BookTok. What is discussed on TikTok is also purchased, benefiting the book trade. Booksellers can leverage #BookTok trends, capture community impulses, and offer thematic displays at the point of sale.
One trend, hundreds of publications
A global TikTok trend has become a barometer for the German book market – a true media success story. German-speaking media have reported on the trend, the bestseller list, our events, and the TikTok Book Awards over 486 times, including 160 high-impact media outlets. At the Frankfurt Book Fair alone, we facilitated over 20 interviews with 17 media outlets.
Media coverage
