TikTok Communities like BookTok and MovieTok Are Looking for a New Home

From December, #BookTok has more than 42.2 million posts on TikTok. It is inspired readers to share how a book impacted themimproved discovery, and contributed to the resurgence of physical libraries.

Morris said the community has played a role in the success of authors like Colleen Hoover, known for her best-selling book and movie. end with us and Taylor Jenkins Reid, whose novel The Seven Husbands of Evelyn Hugo is adapted by Netflix.

@kellyclarksonshow #library just gained a new member! @Kierra Lewis #fourth wing #kellyclarkson ♬ original sound – Kelly Clarkson Show

Communities like #BookTok allow smaller brands to reach global audiences, which is more challenging on other social media platforms, said Samantha Hicks, managing director of talent agency Shine Talent Group.

“These groups, which don’t exist anywhere else, create organic, community-driven reviews in the comments, amplifying products like Byredo fragrances and local places while giving global reach to smaller brands,” Hicks said. . For example, by creator Paul Fino content on TikTok finding new and unique fragrances that many have not heard of without #PerfumeTok.

But communities rarely overlap platforms

To keep their audience informed and engaged, creators share more and more information other platforms where they can be found to keep his followers.

However, for communities like #BookTok and #MovieTok, this has its challenges.

“In general, communities don’t overlap between platforms,” ​​Fraser said. “Pinterest, for example, offers a strong alternative to #BookTok given its functionality as a search engine rather than just a social network.”