Why TikTok Matters for Authors
Let's talk about why you're here. You've probably heard about BookTok's impact on the publishing world, but let's share some numbers that might surprise you.
The Reality of BookTok's Influence
In 2024, approximately 59 million books were sold in the U.S. because of BookTok content[Publishers Weekly]. That's not a typo. The #BookTok hashtag has generated over 53 million posts, and that number grew by 80% year-over-year[TikTok Newsroom].
But here's what matters more than those big numbers: BookTok has fundamentally changed how readers discover books. Readers don't just scroll TikTok for entertainment - they use it as a search engine. When they want book recommendations, they're not checking Amazon bestseller charts or browsing Goodreads. They're going to TikTok.
Why This Creates Opportunity for You
Traditional publishing gatekeepers? They don't matter as much on BookTok. What matters is authentic connection with readers. We've seen indie authors with zero marketing budget outsell traditionally published books because they understood how to speak BookTok's language.
The platform rewards:
- Emotional authenticity over production value
- Niche communities (though broad appeal can work too)
- Consistent posting over perfect content
BookTok's Advantages for Authors
Genre Communities Are Thriving. Yes, romance and romantasy dominate the headlines, but here's the secret: every genre has its passionate community on BookTok. Horror readers, literary fiction fans, mystery lovers - they're all there. The key is finding YOUR people, not trying to write for everyone.
Older Books Get New Life. One of BookTok's superpowers is reviving backlist titles. I've seen five-year-old novels suddenly hit bestseller lists because they matched a trending mood or trope. Your entire catalog is potential content.
Authentic Beats Professional. Forget expensive video equipment. Some of the most viral BookTok content is:
- Hand-annotated book pages
- Quick reaction videos
- Simple "if you liked X, read Y" recommendations (See more content formats in the Formats section)
A Note on Platform Uncertainty
Yes, there's regulatory noise around TikTok in the U.S. The platform has faced potential bans, with deadlines that keep getting extended. As of August 2025, TikTok is still operating normally.
Our advice? Build your TikTok presence while also:
- Capturing email addresses from TikTok traffic
- Cross-posting to Instagram Reels, Facebook Reels, and YouTube Shorts
- Creating content you can repurpose across platforms
What This Means for Your Author Journey
Here's the practical reality: Your future readers are scrolling TikTok right now, looking for their next book. They're not browsing Amazon categories or waiting for publisher ads. They're discovering books through content that the algorithm serves them based on their interests.
This shift means:
- You can reach readers directly, without gatekeepers
- Small, consistent efforts compound into real results
- You don't need a marketing budget - just authenticity and patience
You don't need to go viral. You need to be consistent, authentic, and focused on serving your specific reader community. That's what this guide will teach you.
The Bottom Line
BookTok isn't just another social media platform. It's currently the most powerful book discovery engine in the world. Physical bookstores are opening BookTok tables. Publishers are signing authors based on TikTok metrics. Readers are making purchase decisions based on authentic video recommendations.
The question isn't whether you should be on TikTok. The question is: are you ready to learn how to use it effectively?
But first, let's address the elephant in the room: the fears and doubts that might be holding you back from starting your BookTok journey.