Words by Anastasia Andriadi
Edited by Valerie Aitova
Literature has long reflected the spirit of its time. In the past, reading certain works signified cultural refinement and social acceptance. Yet in the 21st century, the rise of instant information and constant digital stimulation pushed reading into the background, as social media captured most of our attention. This trend seemed irreversible – until the Covid-19 pandemic, when BookTok reignited a passion for reading by turning it into a shared, viral experience that made reading cool again.
Why choose between books and social media when you can have the best of both worlds?
During the pandemic, when life was uncertain and devastating news flooded every media outlet, many people turned to books as a way to escape into imaginary universes. TikTok became the perfect platform for this growing enthusiasm and the newly emerging worldwide readers’ club. Users began sharing authentic and emotional reactions – laughing, crying, and blushing while flipping through the same pages across the world.
Slowly, this interest evolved into a global subcommunity known as BookTok. As of 2025, the hashtag #BookTok has accumulated over 370 billion views. TikTok did not diminish the literary world, as many feared social media might; on the contrary, it broadened access and democratized it, giving readers and writers alike a powerful voice.
BookTok has achieved several remarkable things.
It has discovered hidden talents, given a second life to books published long before the rise of this subcommunity, revived interest in the classics, and turned reading into a widely shared experience. When an ordinary TikTok user – not a distant and impersonal literary critic – posts a heartfelt review of a trending book, sobbing over its pages because of how heartbreaking the story is, others can’t help but take notice. As more users join in, the desire to read that book becomes almost irresistible.
Colleen Hoover’s It Ends With Us has, in many ways, become a symbolic example of BookTok’s unprecedented success. The novel sparked countless emotional reactions and discussions, with readers around the world sharing their thoughts, whether praising or criticizing, but most importantly, reading. Originally written in 2016, its popularity truly skyrocketed only in 2021 thanks to BookTok. The sequel, It Starts With Us, was released because the first book resonated with millions of readers and even prompted them to write a petition demanding a continuation of their favorite story. In the acknowledgements section of It Starts With Us, Colleen Hoover notes:
“It Ends With Us” is the one book I have been adamant that I would never write a sequel for. I felt like it ended where it needed to end, and I didn’t want to put Lily through more stress. But then #BookTok happened, and the online petition, and the messages and videos, and I realized most of you weren’t asking for me to put them through more pain. You simply wanted to see Lily and Atlas happy.”
Just like that, social media helped shed light on a book five years after its publication, making it one of the most beloved novels in many readers’ lives worldwide. And it certainly wasn’t a one-time lucky phenomenon for a single book or author. Liz Tomforde with The Windy City series, Rebecca Yarros with Fourth Wing, and Ali Hazelwood with The Love Hypothesis are prominent names known to nearly all BookTok lovers. Whether contemporary romance, historical fiction, romantic fantasy, or dark fantasy – the variety of genres offered suits every taste.
A love for soul-stirring adventures and intense, otherworldly romances helped popularize a new genre known as “romantasy.” Although the term was first introduced in 2008, it was carefully cultivated and popularized by BookTok readers. Today, it stands as one of the platform’s most beloved genres. A Court of Thorns and Roses by Sarah J. Maas is perhaps the most popular book series in the romantasy genre on TikTok. There’s a high chance that its colorful book covers and genuine reviews have appeared in your TikTok feed, even if you’re not part of this subcommunity.
TikTok’s algorithm accelerates the promotion of new genres and authors while strengthening the sense of community among readers. It creates a space where readers can share their impressions, expectations, and theories. Popular book series allow readers to live alongside their favorite characters – to experience their ups and downs, empathize with their struggles, and form ideas about how their stories will unfold. Readers often find real-life parallels to these characters and post aesthetic edits inspired by them on TikTok.The Twisted series by Ana Huang is a perfect example of this phenomenon, transcending online communities as fans discover real people who they believe perfectly embody the characters. This has fostered new friendships and brought the story to life beyond the page. Influencers like @Jade Distinguin, @TingTing, @Dina Denoire, and @Johannihasi, with their distinct aesthetics and close real-life connections, remind fans of the characters from the series. Their genuine friendship runs in parallel with the fictional relationships, blending the imaginary world with reality.
BookTok also escapes onto the big screen. Film studios are hot on the heels of TikTok trends. Several trending books have already been adapted for film and television, though not all have met the high expectations of devoted readers. One such example is Colleen Hoover’s It Ends With Us, whose adaptation sparked mixed reactions and even backlash among fans. Some adaptations, however, have been met with success. Red, White & Royal Blue, adapted from Casey McQuiston’s bestselling novel and starring Nicholas Galitzine and Taylor Zakhar Perez, tells the love story between the son of the American president and a British prince. The film gained huge popularity and built a devoted fan base.
Another highly anticipated adaptation is The Seven Husbands of Evelyn Hugo, fueled by rumors that Selena Gomez may take on the lead role. The Love Hypothesis by Ali Hazelwood, a STEM romance, is also currently in production, with Lili Reinhart cast as Olive Smith and Tom Bateman as Dr. Adam Carlsen. Once again, TikTok plays a key role: it was the platform that originally helped The Love Hypothesis rise to popularity, and now Reinhart’s recent TikToks have reignited excitement, drawing attention and raising anticipation for the upcoming film. The co-stars even started a viral trend that gained nearly 12 million likes, soon replicated by couples all over the world.
Publishers and bookstores are also tapping into its momentum, quickly stocking and promoting the titles that gain traction online. The chances of seeing a “Hot on BookTok” display at your local bookstore are now extremely high. The phenomenon of BookTok not only shapes what we read but also what gets published. Publishing houses are guided by the massive waves of love for certain authors and titles on TikTok. Colorful, post-worthy covers are designed to catch the eye – books you’ll proudly share on social media or display on your bookshelf. Publishers now print with power of virality in mind, and bookstores worldwide feature curated sections inspired by TikTok trends to attract younger audiences.
BookTok’s influence extends far beyond contemporary fiction. Its rise has also sparked a renewed appreciation for the classics. Some BookTok creators dedicate their content to classical literature, encouraging people to rediscover works that might have been forgotten or underappreciated in recent years. Pride and Prejudice, with its timeless “enemies to lovers” trope – so common in modern fiction – is a favorite. Others explore Dostoevsky’s The Brothers Karamazov and its distinct aesthetic, and Wuthering Heights, soon to be adapted into a film – a classic that has sparked new interest among Gen Z and is set to star Margot Robbie and Jacob Elordi. The idea of these modern cultural icons stepping into such a classic narrative encourages fans to look deeper into the story and the inspiration behind the upcoming film. Readers share how they interpret these great novels and what makes them fall in love with classic literature. Many create videos that bring the words of these books to life through visuals and aesthetics.
BookTok offers both culture and community, serving as an informal global book club that connects readers from all over the world. It shapes not only what we read but also what we watch and who we follow.
You may live in different countries and speak different languages, yet you can worry about the same character’s fate, feel the same emotions, and share your thoughts within this online community – something that was never so easy or accessible in the past. BookTok is a wonderful example of how new trends can coexist with analog traditions, complementing each other and enhancing opportunities for people to connect and bond.
Many trends fade quickly nowadays, but BookTok is definitely here to stay. It shows that reading can be as viral and exciting as any TikTok dance.
What is your #HaveYouGotYours?
