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A On TikTok appears imminentand members of TikTok’s thriving communities, such as #BookTalk#PerfumeTok, and #MovieTok, need to find new platforms to connect.
BookTok is not only a thriving community, but a space where people can build careers. For example, Then Rallo is a published author who gained popularity on TikTok with the creator Kierra Lewiswhich he associated with Audible and Starz from his viral book content. According to Forbessince the rise of #BookTok in 2020, bookstores like Barnes & Noble have seen a 14% increase in sales.
“A ban could push a significant number of consumers who discovered their passion for reading on this platform to seek alternative online spaces for community, book recommendations and to engage with other readers,” said Ian Morris, CEO and co-founder of recommendation platform Similarly, on the impact of the creators and followers of #BookTok if TikTok would have.
As the potential ban becomes more serious, the creators of these communities are returning to other platforms like YouTube and Instagram to maintain their connections and reach a new audience. With YouTube Shorts and Instagram Reels regularly updating their features to cater to short-form content creators, both platforms are positioning themselves as alternatives to TikTok.
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Reddit, Substack, YouTube and Instagram
Substack and Reddit are good options for creators who are part of specific subgroups and want to participate in meaningful discussions, said Julianne Fraser, founder and CEO of influencer marketing firm Dialogue New York. These platforms have smaller communities compared to TikTok, “but they are great ways to diversify and test new audiences.”
YouTube and Instagram have attractive tools for creators or community members of #FragranceTok and #BookTok, said Kelly Ayres, the director of SEO at Jordan Digital Marketing. For example, Stories offer interactive features like polls and Q&A, and carousel posts are great for sharing reviews and tips.
And YouTube has an advantage over other platforms for these communities by offering both short- and long-form content options.
“Creators can easily transition by repurposing their existing TikTok videos for YouTube Shorts while also creating more detailed content, such as in-depth reviews or tutorials,” said Ayres.
