More than half of young readers credit BookTok with sparking passion for reading, PA finds

A poll conducted by the Publishers Association has found more than half of young readers credit BookTok, a subcommunity on the social media platform TikTok focused on books and literature, with helping them discover a passion for reading.

Of 2,001 16–25-year-olds surveyed by the organisation in October, 59% said that BookTok or book influencers had “helped them discover a passion for reading”, while more than half (55%) said they turn to BookTok for recommendations. Moreover, 68% said BookTok had inspired them to read a book that they would have never considered otherwise.

The research also saw 38% of young people say they turn to BookTok for recommendations ahead of family and friends, while nearly one in five (19%) reported that following the Booktok hashtag helped them find a community. Another 16% reported that they had made new friends through BookTok.

Dan Conway, chief executive of the Publishers Association, said: “It’s great to see that the BookTok phenomenon is igniting a love of reading for young people. Reading can be so beneficial to health and happiness and is a way for all ages to connect over common interests.”

Findings suggest a boost for bookshops, too, with nearly half (49%) of respondents visiting a physical bookshop to buy a book they have seen on BookTok. Book Bar, an independent bookshop and wine bar in London, is among a number of bookshops aiming to cater for this audience.

Due to trends driven by BookTok, the shop now stocks more contemporary books which cater to a broader demographic. Chrissy Ryan, the owner of Book Bar, said: “Launching in the pandemic was challenging but BookTok has been really helpful in driving customers into our store. More and more we are seeing young people come to the shop asking for books they discovered on TikTok.

“At Book Bar, we really want to facilitate those connections they’ve found online to create an authentic in person experience. We are increasingly looking to BookTok to help determine our stock and predict demand. It’s exciting to see that BookTok has helped make reading cool again.”

Conway added: “Publishers are fully embracing this trend and it is really interesting that this is a digital phenomenon which is being felt directly on the high street.”

Recently TikTok Shop UK opened a "books" section, partnering with a number of publishers and booksellers and enabling users to buy books directly from the platform for the first time. The Bookseller has launched a BookTok column, the first instalment of which can be read here.