Introduction:

YouTube and TikTok have emerged as two prominent social media platforms, reshaping how people interact and share content online. Within YouTube and TikTok, distinct digital communities have formed, known as BookTube and BookTok. As the name suggests, these communities are dedicated to books, cultivating a space where readers can connect, share recommendations, and engage in literary discourse (James, 2022). The popularity of BookTube and BookTok is evident in the vast number of views and engagements generated by book-related content. For instance, the hashtag ‘#booktok’ on TikTok has over 30 million posts as of March 2024. Similarly, BookTube channels (BookTubers) reach large subscriber and video view counts, such as BookTuber ‘Jack Edwards’ who currently has 1.3 million subscribers, and his most popular video accumulating 3.1 million views (2024). This paper will delve into the significance of these two communities, exploring why they are important avenues for bringing like-minded individuals together. Additionally, I will examine examples of authors and social media content creators who have been positively impacted by the increased relevance of books on these platforms. Furthermore, I will explore the relationship between authors, creators, and readers within these communities. Finally, I will contemplate the future trajectory of BookTube and BookTok, considering how these digital communities are likely to evolve and continue shaping the landscape of literature in the digital age. BookTok and BookTube have positively impacted the ability for both book-based content creators and Authors to build loyal fanbases/communities.

Book Communities in the Digital Era:

The rise of BookTube and BookTok represent an evolution in how individuals interact with literature in the digital era. While both TikTok and YouTube cater to book enthusiasts, they exhibit distinct characteristics that shape the nature of their respective communities (James, 2022). BookTube, originating in the early 2010s, has established itself as a hub for in-depth book discussions, reviews, and literary analyses (Ehret et al., 2018). This format provides a sense of intimacy for viewers and appeals to those seeking detailed insights into books (Ehret et al., 2018). In contrast, BookTok has emerged as a fast-paced online space characterised by short-form videos (Dezuanni et al., 2022). Creators on BookTok (BookTokers) leverage the platform’s unique features, such as music, effects, and trends, to create engaging videos that aim to capture the essence of a book in a matter of seconds (Dezuanni et al., 2022).

This succinct format resonates particularly with younger audiences who are more accustomed to consuming information rapidly, reflecting a broader cultural shift towards seeking instant gratification in online content consumption (James, 2022). The communal nature of BookTok and BookTube contribute to creating a more positive image of young readers and combating negative stereotypes that portray reading as uncool or nerdy (Merga, 2021). This shift also signifies a departure from traditional notions of reading being a solitary pursuit, and rather positioning it as a social and enriching experience (James, 2022). This transformation in the perception of reading not only reflects the changing dynamics of digital engagement but also mirrors the insights from contemporary sociological research.

As highlighted by Hampton and Wellman (2018), societal concerns regarding the increasing reliance on digital media often revolve around fears of social isolation and the erosion of meaningful connections. However, their research suggests a more nuanced understanding, comparable to the historical transition from small towns to bustling cities (Hampton & Wellman, 2018). Just as urbanisation did not diminish the importance of community but rather reshaped it, the rise of online communities like BookTube and BookTok present a similar shift. In a digitally connected world social media enables individuals to maintain relationships and engage with diverse perspectives beyond their immediate circles (Hampton, 2016). These platforms foster communities where shared interests, such as literature, transcend geographical boundaries, offering a sense of belonging and support (Hampton & Wellman, 2018). Thus, the emergence of BookTube and BookTok signify not only a reimagining of reading but also as a demonstration of the potential for valuable community-building in the digital age.

Impact on Authors and Content Creators:

BookTube and BookTok have been credited with contributing to the success of certain authors and books. An example of a book that has accumulated success within book communities is Jessa Hastings’ novel “Magnolia Parks”. Released on July 13, 2021, the book initially garnered modest attention, however, in August 2022, popular BookTuber, Haley Pham, released a video with the inclusion of the book. Google Trends data reveals there was an increase in searches for, “Magnolia Parks”, from September 2022 onwards, suggesting that there was likely a direct correlation between the exposure of this book and heightened public interest at this time. Furthermore, the fact that “Magnolia Parks” was the first book in an ongoing series of books significantly contributed to strengthening the community that formed in dedication to this book (Marchese, 2018). Due to the well-loved book being released as a series of book, fans were able to collectively anticipate the next release, therefore enhancing engagement within the fanbase, building stronger community bonds (Marchese, 2018).

In addition to authors, content creators have emerged as some of the most influential figures within these communities. Previously mentioned, Haley Pham, made a transition from non-book content to book-related videos and saw significant success, gaining 1.8 million subscribers since the upload of her first book related video. With over 3 million subscribers on YouTube, Pham’s pivot towards book-centric content illustrates the immense appeal and engagement this type of content is currently receiving. This first book related video titled “I read viral TikTok books for 24 hours” garnered 1.1 million views, far surpassing the viewership of the lifestyle-based videos she was posting at this time. Even though she continued to post non-book-based content after this initial successful post, by the end of 2022 she had switched completely to book content, coining herself as a “booktuber”. Jack Edwards, as highlighted earlier, exemplifies the importance of versatility in social media in community building.

With a substantial following on both YouTube (1.34 million subscribers), and TikTok (641.4K followers) Edwards demonstrates the power of cross-platform presence. His content, garners significant attention, as evidenced by the millions of views on his popular videos such as “I read every book Kendall Jenner has recommended on Instagram” (3.1 million views) and “Tier ranking every classic book (so you know which ones to read)” (2.3 million views). What sets Edwards apart is the integration of his presence across different social media channels. This allows for an interconnected relationship between his platforms, where fans of his YouTube channel are more inclined to follow his TikTok account, and vice versa (Aravindakshan, 2022). Consequently, this amplifies his reach and engagement, illustrating the importance of leveraging multiple social media avenues to cultivate and expand a dedicated audience (Aravindakshan, 2022).

Relationship Dynamics:

In the landscape of BookTube and BookTok, a mutually beneficial relationship exists between content creators and authors (James, 2022). This relationship is characterised by a reciprocal exchange of support, in which content creators promote authors’ works, leading to increased exposure and monetary success for both parties involved (James, 2022). For instance, when a BookTuber recommends a book in a video, the resulting influx of views often translates into increased book sales, benefiting the author financially (James, 2022). Simultaneously, the BookTuber garners attention and revenue from their video’s success, creating a mutually beneficial scenario (James, 2022). However, this closeness also raises concerns regarding blurred lines between genuine interactions and promotional activities (James, 2022). While sponsored content and partnerships are common, transparency regarding these arrangements is crucial to maintaining trust and credibility among audiences (Guiñez-Cabrera, N., & Mansilla-Obando, K, 2022).

The impact of BookTube and BookTok communities extends beyond individual creators and authors, influencing the broader landscape of the publishing industry (Marchese, 2018). A notable example of the power of social media on the publishing industry is the case of adult romance author Colleen Hoover (James, 2022). Despite being an established author since 2012, Hoover experienced a significant surge in popularity alongside BookTok in particular (James, 2022). As social media continues to play a significant role in shaping literary trends and consumer behaviour, authors like Colleen Hoover serve as strong examples of the potential of leveraging digital platforms for marketing and engagement. Understanding the dynamic between authors, content creators, and readers is essential for navigating the evolving landscape of the publishing industry in the digital age (James, 2022).

Digital communities have become integral components of marketing and publicity efforts for major publishing houses. Publishers recognise the influence content creators hold and actively leverage these platforms to promote books (Jones, 2022). By establishing relationships with content creators and sponsoring content, publishers are adapting their strategies to capitalise on the reach and influence of these digital communities (Jones, 2022). However, concerns are arising regarding fair compensation of book content creators for their contributions to the publishing industry (Jones, 2022). While BookTok and BookTube serve as a dominating marketing tools for publishers, many creators are advocating for greater acknowledgment and compensation, emphasising their key role in shaping literary trends and driving book sales (Jones, 2022).

Challenges and Future Considerations:

The exponential growth and success of BookTube and BookTok communities have undeniably brought about numerous benefits, but alongside these are certain drawbacks. One prominent concern is the proliferation of books featuring repeated storylines and tropes, resulting in oversaturation within the market (Garrett, 2024). As authors strive to capitalise on trends and audience preferences, there’s a risk of sacrificing diversity and originality in literature, ultimately diluting the overall quality of content available (Garrett, 2024). Consequently, there’s a risk of consumer fatigue and disillusionment as readers encounter an overwhelming array of options, potentially leading to disengagement from the literary sphere altogether (Garrett, 2024). Moreover, many people are starting to view reading as trying to reach a number, setting reading goals at the beginning of the year, and simply reading books to meet this numeric target (Koster, 2024). This culture of competitiveness and quantifying one’s reading progress may inadvertently foster a toxic environment within the community, prioritising quantity over quality and undermining the intrinsic joy of reading (Koster, 2024).

Looking towards the future, it’s important to consider the potential trajectory of BookTube and BookTok communities. Factors such as changes in platform algorithms, shifts in user demographics, and emerging technologies will undoubtedly shape the evolution of these communities (Ellis, 2018). Additionally, concerns surrounding the potential of a TikTok ban in the US could disrupt the livelihood of American BookTokers and Authors (Auhtors Guild, 2024). A TikTok ban could lead to a migration of BookTokers to alternative platforms, such as YouTube and Instagram. While these platforms also host thriving book communities, the unique format and virality of TikTok has had unparalleled influence on the book world. Consequently, the dispersal of BookTokers across multiple platforms could fragment the community and dilute its collective impact (Authors Guild, 2024).

Furthermore, TikTok has provided a platform for marginalised voices and underrepresented authors to share their stories and perspectives, fostering a more inclusive and diverse literary landscape (Merga, 2021). A ban on TikTok would not only stifle these voices but also limit the accessibility of diverse content for readers (Merga, 2021). Furthermore, the issue of diversity within book communities remains a critical consideration. While communities like BookTube and BookTok have facilitated greater visibility for marginalised voices and underrepresented narratives, there’s still work to be done in promoting inclusivity and representation (Ellis, 2018). Efforts to amplify diverse voices and promote greater inclusivity in literature are essential in ensuring that these communities remain vibrant and reflective of the diverse range of human experiences (Ellis, 2018). By championing diversity BookTube and BookTok can continue to foster meaningful discussions, broaden perspectives, and enrich the literary landscape for readers worldwide (Ellis, 2018).

Conclusion:

The emergence of BookTube and BookTok have empowered both book-based content creators and authors to cultivate dedicated fanbases and communities. These communities have become meaningful spaces where readers can not only share their passion for literature but also forge connections with like-minded individuals across the globe (James, 2022). By providing avenues for authentic engagement and interactions, BookTube and BookTok have allowed for reading to be reimagined as a social and enriching experience, transcending traditional assumptions of community (Merga, 2021). This symbiotic relationship between creators and authors has not only expanded their reach and influence but also fostered a sense of camaraderie and support within the book community (James, 2022). BookTube and BookTok embody the power of digital communities’ ability to promote connections, conversations, and positive change within literature. As complexities of the digital age continue to be navigated, these communities remind us of the value of storytelling.

 

References:

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