TikTok Will Now Let Users Tag Books in Their Clips, Leaning into the ‘BookTok’ Trend


TikTok is following the “BookTok” trend via a new partnership with Penguin Random House, which allows users to tag books in their TikTok clips.

As you can see in this explanation (posted by @KimmyBookss), there is now a new option in the creation flow to add a link to a book, which you can then use to search for a book by title to pair with your clip associate.

TikTok books

Once you’ve added a book, this link directs your viewers to a dedicated page with details about this title, including a short synopsis, and a collection of other TikTok clips linked to the same one, making it easy to get more insights into the book based on what other TikTok users are saying .

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As explained by TikTok:

“Users in the US and UK can now access the BookTok feature by clicking ‘add link’ and searching for ‘book’ before posting their video. Users can tag any Penguin Random House title that is available in their country, and once the video is posted, the selected titles will appear above the subtitles.”

In addition, TikTok also offers users the option to save titles to their favorites tab on their profile to view all their favorite books.

TikTok books

BookTok is one of the most popular hashtags on the app with over 77 billion views to date, and like all elements of popular culture, TikTok has now become a major promotional consideration for the latest titles, with the TikTok discussion directly credited with boosting the book’s sales in the last years.

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As reported by Elle:

Book sales have skyrocketed as the pandemic has progressed. Corresponding forbes and NPD book scanthe US print book market is up nine percent compared to 2020. This recent increase in sales has been largely attributed to TikTok’s reader-centric community, BookTok.”

What TikTok did for Fleetwood Mac’s record sales, it’s done for many books too — and so it makes sense for publishers to align with the app however they can to maximize discussion and engagement.

Ideally, this would become a bigger focus for TikTok to encourage more beneficial, positive behaviors and trends. In China, Douyin is trying to explicitly promote the local version of TikTok’positive energy’which is consistent with the Chinese government’s focus on highlighting positive behaviors and trends among youth, as opposed to “vulgarity”.

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I’d say the latter is far more popular on TikTok, and it would be good to see TikTok trying to combine the dopamine rush of online engagement with more challenging achievements like reading.

BookTok is a good example of how it can be a force for good in this regard, and this partnership is a positive step while also providing another promotional avenue for authors, publishers, and booksellers trying to engage with audiences on the app to get in touch.



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