How to plan for the BookTok ban
Five ways the publishing industry might respond to the US TikTok ban
This month, after four and a half years, I left my job at TikTok. I’ve been asked whether my timing was influenced by the potential US ban. If that were so, I likely wouldn’t have joined a book marketing agency, for which TikTok has become a key channel. Instead, I left TikTok because it has revealed the potential for exciting evolution within the publishing industry – and this change isn’t contingent on TikTok. Instead, the ban underscores the need to embrace adaptability at the intersection of the digital and publishing worlds. Here’s how I think we can begin to do that in a post-TikTok US.
The ban underscores the need to embrace adaptability at the intersection of the digital and publishing worlds
1. Make the most while we can
A TikTok ban will likely involve removing the app from app stores. This allows current users continued access but prevents new downloads and updates, leading to eventual irrelevance or obsolescence. Once that happens, there’s no immediate replacement. While the competitor set has adapted to respond to the TikTok’s influence, they’ve also settled into different strategies. Reels, YouTube Shorts and Snapchat still prioritise content from accounts users already follow, meaning they lack the discovery potential that makes BookTok so powerful. While something may fill the void left by TikTok, it will take time. For as long as the app remains active for current US users post-ban, and active in the UK, make the most. Campaigns can continue, albeit with reduced efficacy the longer the ban holds.
2. Be part of the story
Beyond just continuing active campaigns, there’s space to be part of the ban discussion. Creators on the platform are addressing the situation with a mix of tones, from sadness to satire, and brands shouldn’t ignore that conversation. Even more, if TikTok’s appeals fail and the ban is confirmed, there’s likely to be a swell of activity on the app. A “last one out, turn off the lights” type of camaraderie will build. In the days leading up to the ban, there may even be a flurry of downloads as people flock to get in before it’s too late. Be part of this, and then move on.
3. Follow the BookTokers
Most creators already employ multi-platform strategies to diversify their reach and risk. If you have established relationships with BookTok creators, follow them to their new platforms and collaborate there. While each platform requires tailored strategies, these creators can guide your next steps.
4. Diversify your platform strategy
Repurpose your TikTok content for other channels and ensure you save existing material that could be lost if the platform shuts down. Collaborate with creators to explore usage rights for their content across other platforms.
5. Explore other ways of doing what BookTok does
TikTok’s success lies in its discovery algorithm and community-building. But TikTok doesn’t have a monopoly on discovery or community. Partnering with the right influencers elsewhere can provide access to both, and we’ve seen the growth of book clubs as people strive to find inspiration and community in a heavily digital era. The fundamentals that made BookTok tick might not be as neatly packaged up in an ad manager, but they can be found elsewhere.
