Social Media Didn’t Kill Reading - It Made It Go Viral
Remember when social media was blamed for killing books? Turns out, it’s the best marketing tool publishing never knew it needed. TikTok alone has made BookTok a $1 billion phenomenon. Entire genres have exploded because someone filmed themselves crying over a chapter in their bedroom.
And the numbers are wild. TikTok reports 90% of users on BookTok have bought a book they saw on the app. UK publishers are seeing double-digit growth off the back of this. Suddenly, reading isn’t lonely; it’s performative, shareable, and addictive.
But it’s not just romantasy (the newly merged romance and fantasy genre - thanks TikTok) and tear-jerkers
Everyone talks about Colleen Hoover and fantasy worlds, but let’s talk business books. Because yes, LinkedIn is having its own BookTok moment - just in a less glittery, more “thought-leadership” kind of way.
Posts like “5 Things I Learned from Atomic Habits” or a 30-second video on why Elon Musk loves Zero to One are racking up thousands of shares. Bite-sized learning on social media is sending people back to long-form. Nielsen says UK business book sales grew 6% last year. That’s during a time when print sales overall were flat. So while TikTok fuels romantasy, LinkedIn is quietly feeding a boom in leadership, productivity, and entrepreneurship reads.
Why does this matter?
Because the discovery game has changed. People aren’t finding books in Waterstones anymore. They’re finding them in carousels, reels, and algorithm-driven trends. And when a topic goes viral, it doesn’t just shift copies; it shapes careers. Suddenly, books become cultural shorthand - want to prove you’re serious about growth? Drop a post about The Lean Startup or Atomic Habits.
Enter Substack: The Long-Form Revival
While TikTok and Instagram fuel the hype, Substack is where deep thinkers go next. The platform has exploded, pulling in over 20 million monthly readers and attracting journalists, CEOs, and authors who want direct relationships with their audience. Why? Email feels personal. Long-form newsletters feel like a luxury in a world of scroll fatigue.
Think about it: social media trends spark curiosity, but people still crave depth. That’s why someone sees a 15-second TikTok about productivity, then signs up for a Substack essay that digs into the same idea. Short-form is the hook. Long-form builds loyalty.
Why this matters for business
If you’re an entrepreneur or thought leader, this is the playbook:
Show up on social where attention is short.
Offer depth on platforms like Substack to convert followers into loyal readers.
Position your book as the next logical step.
The Numbers Behind the Trend
By the end of 2024, the #BookTok hashtag had attracted 42 million posts and over 200 billion views, helping resurrect backlist titles and catapult new authors to bestseller status.
Around 59 million print book sales in 2024 were linked to BookTok-driven content.
In the UK, fiction sales, including fantasy and romance, grew by 6.2% in 2024, lifting the genre to a record £552.7 million; fantasy in particular surged with 41.3% growth, much of it rooted in the romantasy subgenre.
Globally, fiction revenue climbed in 14 of 16 major markets, with BookTok credited as a key driver.
Why It Works
BookTok thrives on emotional resonance. Short, authentic videos, ranging from heartfelt recommendations to dramatic readings, grab attention. Creators review both new releases and decades-old titles, effectively turning niche favourites into mainstream hits. Publishers and booksellers are taking notice, embedding TikTok shelves and collaborating with popular influencers.
What's Changing in Publishing?
Backlist Revivals: Books released years ago are finding new life. Titles like The Song of Achilles and The Atlas Six have seen resurgent demand thanks to viral TikTok posts.
Genre Shift: Fiction genres, particularly fantasy and romance, have boomed. One “romantasy” author saw her book reach the UK’s top sales charts after BookTok exposure.
Retail Adaptation: Bookstores like Waterstones and Barnes & Noble have created BookTok-themed sections and invested in social content, boosting footfall and sales.
Is It a Fad?
Some early signs of saturation appeared in mid-2023, BookScan reported a 4.5% dip in BookTok-attributed sales compared with the previous year. Still, the community remains influential and evolving, prompting publishers to integrate TikTok strategies into their marketing mix.
What It Means for Authors and Small Publishers
If you're a writer or small business, here’s what to note:
Being “real” is key
Authors who genuinely engage, review books they love, or discuss their writing process stand to gain traction.Backlist has renewed value
Even older titles can find new audiences. A well-placed TikTok clip can revive catalogue sales.Community building matters
Engaging with readers through comments, challenges, or live sessions helps foster loyalty and word-of-mouth buzz.Stay multi-channel
BookTok won’t cover everything. BookTube (YouTube) and Bookstagram (Instagram) also drive visibility—combine platforms for the best results
So, what’s next?
Social media isn’t killing reading; it’s reinventing it. Authors who ignore it will vanish into the noise. Publishers who cling to old-school PR will lose to creators filming 30-second reviews in their car. And readers? We’re spoilt for choice - curated by algorithms, hyped by strangers, and bought with a tap.
The platforms that distracted us from reading are now the ones dictating what we read. Welcome to the age of viral books, whether they’re fantasy smashes or the next business bible.
Practical Tips to Get Started
Know your audience. If you write romance, head to BookTok. If it’s business or self-help, think LinkedIn. Don’t waste energy on platforms where your readers don’t hang out.
Keep it short and engaging. A 30-second video with a strong hook performs better than a five-minute monologue.
Show the human side. Readers love to know the person behind the book. Share your writing journey, wins, and even struggles.
Collaborate. Influencers and micro-creators can give you more traction than expensive ad campaigns.
Be consistent. One post won’t make your book a bestseller, but showing up regularly will build momentum.