TikTok Publishing: A Literary Revolution or Industry Disruption?
by Denise N. Fyffe
The Rise of BookTok and Its Impact on the Publishing World
In the wake of TikTok’s explosive growth in North America, its unique influence has permeated every aspect of the book industry. Enter “BookTok,” a corner of the platform dedicated to literary content, where a single viral recommendation can catapult an unknown debut author to fame or breathe new life into a forgotten backlist title. For readers, TikTok’s notoriously specific algorithm uncovers hidden gems that perfectly align with their tastes. Aspiring authors find a seductive, albeit unpredictable, avenue for self-promotion. Publishers, however, find themselves facing both a threat and an opportunity.
Traditionally, book promotion has followed a hierarchical structure, where publishers invest heavily in lead titles, leaving others to fend for themselves. Social media, especially BookTok, disrupts this system. BookTok’s community acts as a democratizing force, propelling any book to success, even those outside the industry’s traditional circles. More diverse authors, stories, and creators find their way to the forefront, shaking up the literary landscape.
Cecilia Beard, a BookTok creator, experienced the platform’s power firsthand when her TikTok about Michele Filgate’s anthology caused a surge in sales, reviving a book that had been published over two years earlier. This unprecedented impact sparked a realization: Rewriting bestseller lists no longer required a six-figure marketing budget or even a publisher. A TikTok account would suffice.
TikTok as a Transformative Publishing Force
TikTok’s influence on the publishing industry is undeniable, with bookstores now dedicating entire sections to trending titles promoted on the platform. Some BookTokers even engage in paid partnerships to boost book sales. Publishers themselves have joined TikTok, though the community is quick to detect anything overly corporate or inauthentic.
But now, TikTok is set to further revolutionize the way people discover and buy books. ByteDance, TikTok’s parent company, recently filed a trademark for “8th Note Press,” a potential publishing company with a social media twist. This new entity could sit at the crossroads between a major publisher and a platform like Amazon or Goodreads. The trademark filing suggests that 8th Note Press will offer book publishing in various formats, as well as downloadable software for connecting users to virtual communities and fostering discussions and reviews.
The “Online Publishing Lead” job posting on ByteDance’s website hints at the power this new outfit could wield. Using data strength and promotional advantages, the goal is to help writers find their target readers and make their books go viral both online and offline.
A Tug of War Between TikTok and the Publishing World
As TikTok grows from a disruptive force to an establishment player with 150 million US users, publishers worry that the platform may tip the scales in favor of its own projects. If the TikTok algorithm prioritizes books from its sister company, it could stifle the chances of lesser-known titles going viral organically. Conversely, 8th Note Press might gain an advantage over traditional publishers when it comes to self-published books that are already garnering attention. This power struggle over book promotion on TikTok could change the landscape of publishing.
A Challenging Climate for Book Sales and Social Platforms
As book sales decline, layoffs in the publishing industry increase, and social media platforms face challenges, TikTok’s pivot to publishing adds to the uncertainty. Readers increasingly rely on social media to discover new titles, but the platforms’ reliability diminishes as they grapple with changes, including potential threats to BookTok. Twitter, once a critical tool for writers to share their work and build platforms, faces an exodus due to functionality issues and right-wing drift.
With the lines blurring between social media and traditional publishers, reaching readers becomes even more difficult. TikTok’s shift towards publishing risks cheapening the authentic discovery potential that made BookTok so compelling. The grassroots thrill of discovery, sleeper hits, and passion-driven communities could be overshadowed if algorithms dictate what readers encounter.
The industry faces a crucial question: Will TikTok’s foray into publishing lead to literary revolution or industry disruption? Only time will tell as authors, publishers, and readers navigate this ever-changing landscape.
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About the writer:
Denise N. Fyffe is a published author of over 50 books, in over ten years. She is a trainer, lead publisher at Jamaica Pen Publishers, author, and writing mentor; helping others to achieve their dreams.
Check out her book The Caribbean Family
The family is the genesis of all societies. Every culture has its distinct rules by which a family is governed, and the Caribbean family is no exception. Those rules differ within each group; for the Indians, Chinese, and Africans. Making up most of the population in the Caribbean, African families have spawned several sub-units or types; some of which are unique to the African culture. This book explores each family type and their history within the Caribbean.
Available at all online book retailers and Amazon.com
Jamaica Pen Publishers 