黑料社

FRANKFURT 鈥� Best-selling German author Sarah Sprinz鈥檚 series of young adult books has received a boost from an unlikely quarter: a community of literary enthusiasts on social media platform TikTok.

The #BookTok trend has exploded in recent times, with a growing number of readers posting reviews and engaging with writers, while authors use it to promote their works.

To some, it seems counterintuitive 鈥� a platform known for short and often light-hearted videos is not the obvious place to encourage an activity like reading that requires deep concentration.

But videos with the hashtag have racked up billions of views and helped to propel the popularity of some works, while bookshops are rushing to set up stands where creators can film videos.

The trend 鈥渋s super important for me,鈥� Sprinz 鈥� author of the hit 鈥淒unbridge Academy鈥� series, set in a boarding school in Scotland 鈥� told Agence France-Presse (AFP) in an interview at the Frankfurt book fair.

鈥淧ersonally for me, I believe it played a role [in my success], because I have seen a lot of videos recommending my books.鈥�

The trend, which often sees creators post emotionally charged reviews of books, has been particularly effective in attracting a new audience of younger readers, according to the 26-year-old writer.

鈥淚 think it is nice that through TikTok, a completely new, younger target audience is becoming aware of reading,鈥� she said.

鈥業mpact on book sales鈥�

According to TikTok 鈥� which is owned by Chinese company 鈥� #BookTok has received more than 84 billion video views to date on the platform, and successful genres include romance and fantasy.

鈥�#BookTok has become the place for book recommendations and discovery as well as for sharing reviews and tapping into fan culture,鈥� said Tobias Henning, general manager, TikTok Germany and Central and Eastern Europe.

It is also 鈥渉aving a real world impact on book sales globally,鈥� he added.

One success credited to #BookTok is that of US author Colleen Hoover鈥檚 novel 鈥淚t Ends With Us,鈥� which saw sales soar after it gained traction in the community.

A typical review shows a woman sobbing as she reads the novel, with music playing and a voice-over reading, 鈥淚鈥檝e never cried for so long after a book.鈥�

With the clout of #BookTok growing, the annual Frankfurt fair, the world鈥檚 biggest publishing event, has made TikTok a partner for the first time.

Several creators and enthusiasts are also in attendance.

鈥淚 mostly do content about books, mostly about novels, and I try to upload two videos a week,鈥� said TikTok user Sofia Reinbold, who came to the fair after reading about it on the platform.

Reinbold, 17, said she had received 鈥渇eedback from people who have bought books after watching my videos.鈥�

鈥楳ultiplier鈥� effect

For Sprinz, the #BookTok phenomenon is driven by the fact that TikTok is a visual platform, allowing people to show how they feel about a book.

And people being stuck at home during the pandemic may have accelerated the trend.

鈥淎 lot of people perhaps felt a bit lonely and isolated,鈥� she said, adding it was a good platform 鈥渢o network again and find common hobbies like reading.鈥�

She also downplayed the suggestion there was somehow a contradiction between spending more time on social media and trying to promote literature, noting that people read in different ways nowadays, including on e-books and smartphones.

But social media alone 鈥渃annot make a successful book,鈥� Sprinz said.

鈥淭ikTok and #BookTok are a kind of multiplier, and a good opportunity to pass on recommendations for books,鈥� she said.

But 鈥渢here must be more to it,鈥� she added. 鈥淭he book must of course be good.鈥�

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