There is a subculture on TikTok called BookTok. As of early 2026, the #BookTok hashtag on TikTok has accumulated over 370 billion views and over 52 million video creations. Users share their favorite books and opinions about characters in short videos and build identities around genres such as romance or queer literature.
It started as a niche trend but has become so influential that it is changing the book market. Old titles are becoming bestsellers again, and publishers are tailoring their marketing to this community. Femke interviewed Kaia Stafford, a member of the BookTok community.