TikTok and PRH partnership lets BookTokkers link to their favourite books

TikTok has created a new feature that enables BookTokkers to link their favourite books published by Penguin Random House (PRH) in their videos. 

The social-media platform said the new feature, developed in partnership with PRH, was designed to enable the BookTok community “to share their favourite books and connect on a deeper level”. 

Clicking the link directs people to a dedicated page with details about the book—including a brief summary—and a collection of other videos that linked the same title. 

Users in the US and UK can now access the BookTok feature by clicking "add link" and searching for "book" before posting their video. Users can tag any PRH title available in their respective country and once the video is posted, the selected titles will be featured above the captions. They can also save titles to their "favourites" tab on their profiles. 

Isaac Bess, head of global distribution and product partnerships at TikTok, said: “TikTok is a home for book lovers of all types and we continue to witness our BookTok community—as well as the cultural impact of BookTok—grow each and every day. 

"As we aim to provide a more dynamic and engaging experience for our users, we’re excited to partner with Penguin Random House to introduce this new feature to give our community the ability to take book discovery and content creation to the next level.” 

Alyssa Castaneda, head of social at PRH US, added: “Nothing else engages readers like BookTok—it brings books to life in a whole new way. At the same time, BookTok confirms that word of mouth is still the most powerful force for our industry. People want to know how a book will make them feel and TikTok values authenticity more than any other platform. We are so excited to have the opportunity to partner with TikTok to make the best parts of the platform—discovery and community—even stronger.”