#booktok. So famous and successful that it is no longer just a simple hashtag but a real trendwritten with capital letters, BookTok, And inserted inside the Treccani among the neologisms of 2023. Not a simple sharing of the books of the moment on social media but a phenomenon that is influencing the publishing world and its market. On the other hand, the hashtag has billions of views, of which over three and a half billion in our country alone.
BookTok what it is and how the social phenomenon works
Let’s start from the beginning. In 2021 Ayman Chaudhary, a twenty-year-old student from Chicago, publishes “on the other social network” a video of just 7 seconds during which, between moans and dramatic screams, she talks about the impressions left on her by The Song of Achilles by Madeline Miller. Not only does the video go viral, but so does the book, which starts selling 10,000 copies a week, 9,000 more than normal. And it is no coincidence that this work, released in Italy in 2013, is still among the best sellers in bookstores today.
A small example, the first to be honest, to explain a great phenomenon. In fact, behind the hashtag #bootok there is a real world that is influencing publishing. Every bookmaker has his own strategy and his own way of communicating, in a few seconds, the emotions aroused by the book. There are those who simply leaf through the pages with a musical background, those who tell it, those who organize reading appointments on social media, a sort of weekly “let’s all read together”, those who write what is the most engaging sentence to tell it in a few words. The aim is to capture the attention of the viewer.
From social media to Treccani, booktok influences publishing
But beware of calling it a simple social trend. In fact, bookmakers have great power, especially over very young people young adults. It is no coincidence that some works or some genres, such as fantasy or romance, are increasingly present in bookstores. A real phenomenon, therefore, so much so that it was included by Treccani as a neologism in 2023, «the success of this hashtag shows us that the interest in reading by the new generations, in technologically innovative and highly engaging forms, is still very strong» read the decision.
We were talking about Booktok at the Thalia stand at the Frankfurt Book Fair last October. (Photo by Arne Dedert/picture alliance via Getty Images)
From booktok to booktoker the transition is short. Who are bookmakers? They are boys, but mostly girls, between 16 and 25 years that, after discovering shared reading on social media during the pandemic, they created a sort of book club on TikTok where they recommend books, discuss and also organize moments of collective reading. Fantasy and romance the most popular ones, above all, they really like stories in which the two protagonists first hate each other and then love each other, the so-called enemies to loversor they love it slow burn, that is, when a passion is born slowly.
But not only. Why those who benefit from the phenomenon are the so-called retellingor rewritten works as in the case of The song of Achilles, but also the great classics such as Gone With the Wind And Pride and Prejudice or also A life like many others by Hanya Yanagihara e One day this pain will be useful to you by Peter Cameron.RAs a result, these books continue to enjoy great success in bookstores.
The other side of the coin
So everything is fine? Not exactly. In the sense that, although sales in bookstores are increasing especially among young people, it is equally true that the reading index is not knownthat is, whether the books are actually read, even reaching the conclusion, or simply bought for fashion and trend.
However, the fact remains that the phenomenon has definitely changed the cards on the table in the publishing sector almost all publishing houses have therefore adapted, also scouting on social platforms to intercept the next success of the season.
The 5 most popular books among bookmakers for spring 2024
In this regard, what are the books most recommended by bookmakers for this spring?
Iron Flame by Rebecca Garros is at the top, the second episode of a saga set in a world of dragons and elite knights.
The contract. The Deal by Elle Kennedythe love story between two college kids.
Wildfire by Hannah Grace a love that began during a slightly too alcoholic evening and continues in a summer camp
The court of roses and thorns by Sarah J. Maasreleased already in 2015 and now rediscovered by very young people thanks to the world of intrigue and magic created by the author.
Crescet City- The house of earth and blood by Sarah J. Maas the same writer is also the author of this saga between vampires, angels and demons.
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