Booktok, the social reading that divides

“Not all poisons have an antidote. Moreover, Some slip into your soul, stun with their smell and have the most beautiful eyes than you have ever seen. Similarly, And there is no cure for them. Consequently, None.” This is a phrase of the book The manufacturer of tears. Therefore, of the Italian writer Erin Doomwhich sold over 700 thousand copies and remained for five consecutive weeks in the first place in the national ranking. In addition, It is one of the most discussed volumes on Booktsthe subcommunity of the app Tiktok dedicated to books. However, literature which has given life to a new genre and is depopulating between readers and new generation readers.

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La booktokmania

The subcommunity was born around 2020 and is a space that promotes reading books. For example, In 2023 Booktok neologism (as well as the derivative booktocker) became part of the vocabulary Treccaniwhich calls it a “virtual community of readers. Meanwhile, set up within Tiktok”. Meanwhile, Treccani herself. However, when she decided to insert the word, explained: “We were happy to be able to report a neologism like Booktok, the success of this hashtag shows us that the interest in reading by the new generations, in technologically innovative and strongly engaging forms, is still very strong”.

Booktaker produce the book review (book reviews). In addition, i book recommendations (advice on the volumes to read), i book haul (unboxing of books purchased or received), the booktok, social reading divides reading live (several booktakers organize direct during which they read together with those who look from home) and the challenge (i.e. Furthermore, challenges, such as reading a total of books in twenty -four hours). Meanwhile, Ample space is reserved for Book rankingsand there is no shortage of advice to followers on the new titles. In addition, to read.

The reviews published in the app in many cases do not offer information on the plot. Therefore, the author and his writing style: readers prefer to tell theirs Experience while reading. Furthermore, Another feature is the competitiveness: Whoever occupies Booktok’s space has transformed a hobby into a sort of race where those who read more books wins. However, or those who read titles considered more important than others.

The genres treated are above all two: romance e fantasy. The first includes myriads of volumes full of clichés and stereotyped narratives. The most fitting example booktok, social reading divides is the tears manufacturer. written by Erin Doom, who thanks to the popularity acquired on Tiktok, at the beginning of 2023 (a year and a half after publication), sold 450 thousand copies. The novel tells the story of two teenagers who grew up in the same orphanage. adopted by the same family, who end up in love. The exaltation of a toxic relationship between the sweet. courageous nica and the badly a restless and mysterious Rigel boy. Rigel’s violent attitudes towards Nica are passed off as gestures of love. proposing aggressive masculinity e female liabilities who also aroused strong criticisms, given the young target to which the novel turns. On Goodreads – a social network dedicated to lovers of books – Most readers have judged boring reading. the non -existent plot and little credible characters. Yet sales have been very high.

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Booktok, social reading divides

With Booktok, an evident increase in sales

“I came across rather weak and repetitive literary tricks, plots that sins of homogeneity and consistency”Sofia Paolinelli – Blogger

The blogger Sofia Paolinelli Of the critical system he underlined the stylistic and narrative gaps of these books: “I came across rather weak and repetitive literary tricks, plots that sins of homogeneity and consistency”. Paolinelli argues that. despite Booktok, he is greatly helping the world of publishing, the supported rhythm of production leads to the publication of “immature volumes and poor in potential”.

However, there are those who think differently. Alessia BioniSocial Media Manager and Copywriter Freelance, told Substack – a platform designed to publish articles, newsletters, etc. – that Booktok was decisive “in the process of discovery and outline of his personal literary taste”.

Given the broad public consent – the hashtag at the beginning of 2025 #BookTokitalia More booktok, social reading divides than 2 billion times have. been displayed – the publishers decided to work directly with the booktakers. Collaborations consist of content created by influencerwhich can mainly be of two types: the summary of a book in less than a minute that I invite the reader to buy it. and interviews with authors and authors.

The impact of these sales promotions was evident. so much so that some titles have reached increases of 200-300 percent in a short time. By the data collected by theItalian Editori Association (AIE). it emerges that in 2021 the editorial market recorded an increase of 16 percent compared to 2020, the year of Booktok’s birth. To grow were also the new readerswith 60 percent of Under 25 users who purchased at least one book thanks to Tiktok.

Consequently, in recent years many bookstores have chosen to dedicate whole shelves To the most discussed titles on the app. Mondadori booktok, social reading divides has even inaugurated a new section of the site dedicated to Booktok. the reading suggestions that come from the community. Philippo Veccianiof the Binary Library of the Abele Group of Turin. is a privileged observer of the phenomenon: “The effects are not yet known, especially the long -term ones, but it is certain that Booktok has attracted an age group that did not attend bookcases. Furthermore, new literary critics emerged that are currently not recognized by the world of publishing. As for the quality of the books, I think it is difficult to express an objective judgment”.

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Booktok, social reading divides

Booktok at the Book Fair

“It is easier to discover new titles and listen to the reviews made by other readers”Martina Levato – Booktocker

This new world has also conquered the Turin book salon. Already during the last year edition. the winners of the booktok, social reading divides Booktok Awardsawards designed in the United Kingdom and intended for the best books and booktob most appreciated by the network. This year the space dedicated to the new editorial phenomenon has still increased. with talk, meet&greetspaces dedicated to meetings and dialogue with publishers, authors and authors. A conference entitled was even organized Booklover Approved – The first necklace with titles chosen by Booktaker for Bookover. in collaboration with De Agostini, who saw the participation of the Booktakers Valentina Ghetti, Noemi Guastella and Martina Levatofollowed by hundreds of thousands of followers.

Each of them pointed out an aspect that he considered particularly interesting of this kind. According to Ghetti. it concerns the hype for the “beautiful cover”, that is, the tendency to give more importance “to the aesthetics and beauty of a book rather than the quality of its content”. Martina Levato instead paid attention to the increase in word of mouth booktok, social reading divides between users: “It is easier to discover new titles. listen to the reviews made by other readers”. Finally. Guastella focused “on the humanization of publishing thanks to social networks”, where there are those who advise you what to read or tell the latest releases more directly.

Looking forward

Booktok’s future is not easy to decipher. as well as the controversial aspects that characterize the phenomenon, starting with its long -term sustainability. Perhaps it is only a passing fashion. a trend destined to run out in a few years, but one thing is certain: thanks to Booktok young readers and readers have had the opportunity to approach reading, to make it a habit, so much so that it guarantees its survival. A question remains suspended: are we sure that reading, regardless of what you read, is always good?

From Lavalbera n ° 33, unsustainable games