In 2016, Colleen Hoover published her romance novel “ It Ends With Us “. The success is there but it remains relatively moderate. Then, his book became a phenomenon on TikTok in 2021 and sales literally soared to 1.9 million copies!
What happened? His creation has inspired numerous videos on the social network which have obtained millions of views. Readers express their dismay at the behavior of the character in the book and even add a Taylor Swift song in the background. All Too Well ».
Far from being an isolated case, this example illustrates the BookTok trend on the platform. After becoming a fundamental place for reading prescriptions, TikTok has decided to accelerate the movement.
A new publishing house
Last year, the Chinese company ByteDance (parent company of TikTok) created 8th Note Press which publishes digital books. The latter is now teaming up with Zando, an independent publishing house, to launch a range of novels which will be printed and sold in stores from 2025.
Quoted by Business InsiderJacob Bronstein, editorial and marketing manager, emphasizes in this regard:
This partnership marks an exciting new chapter for 8th Note Press. By joining forces with Zando, we will be able to expand our reach and bring our incredible books to even more people in all the formats they love to read in.
There remains a major question: how is the selection carried out? “We first think about what people like to read, who reads these books, how people talk about them, how these conversations happen online and where. Gender comes second”specifies the manager.
Limited beginnings
ByteDance is playing modest for the moment. The idea is to publish 10 to 15 books per year focusing on genres popular among young users of the social network: romance, fiction for young adults, etc.
In fact, the world of publishing and booksellers can no longer ignore the BookTok phenomenon. This hashtag has already generated no less than 38 million publications for an annual growth of around 15%. Some influencers have therefore specialized in this subject and have become very popular through this.
What to remember:
- ByteDance launched a publishing house last year to publish digital books
- She is now launching her own range of physics books
- The idea is to take advantage of the BookTok phenomenon which is a hit on the platform
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Par: TikTok Pte. Ltd.
