The BookTok Era: When Literature Meets Social Media

What if a simple scroll on TikTok led you to your next literary crush?

The #BookTok phenomenon, which emerged spontaneously on TikTok, has become a viral trend in the publishing industry. Since 2020, the hashtag has garnered over 211 billion views worldwide (source: TikTok Creative Center, 2024) and more than 350,000 videos tagged #BookTok were published in France in 2023 alone. This trend is very much of the moment and continues to drive book sales.

Take The Song of Achilles by Madeline Miller, for instance. First published in 2015, the novel had sold around 10,000 copies by 2020. But in 2021, a viral TikTok video brought it back into the spotlight: thanks to the #BookTok community, sales skyrocketed, reaching over 500,000 copies sold.

In France, according to the National Publishing Syndicate, more than 60% of 15-25-year-olds say they have already bought a book after seeing it recommended on social media. And booksellers have taken note: some titles resurface on shelves months or even years after release, simply because of a viral video.

BookTok is more than just a trend. It’s a new way of reading, sharing, and emotionally connecting with books.

Why does it work ?

Several factors explain the success of BookTok:

• It’s an emotional experience: Here, people laugh, cry, scream, and connect.

• The creators are passionate: You don’t need to be a literary critic to share your love for a book. Their tone is spontaneous and authentic, that’s what draws people in and keeps them coming back.

• TikTok’s algorithm does the job: Short, immersive videos are perfect for teasing a story in just a few seconds.

• The communities are highly engaged: Whether it’s around a genre (romance, dystopia, dark academia...) or a feeling (“this book broke my heart,” “an insane plot twist,” etc.).

How Does Clark Influence Fit into This Trend?

Now that BookTok has become an essential part of the publishing world, standing out in this flood of content takes more than just being present. The key? Creating unique experiences that captivate and surprise. That’s where creative strategies and powerful storytelling make all the difference, and it’s exactly the approach we take at Clark Influence.

Rather than focusing solely on traditional BookTokers who specialize in literary reviews, we broaden the scope to include influencers passionate about a wide range of interests: thrillers, historical fiction, cinema, even food.

The idea is to go beyond BookTok and reach broader audiences interested in literary themes in various forms. This approach not only grabs attention but also builds genuine connections with diverse communities eager to engage with compelling stories and meaningful conversations.

Here are a few examples of successful campaigns:

Audible : When Audiobooks Find Their Place on BookTok

Long overlooked by the younger generation, audiobooks are now carving out a space in this highly visual universe through a more emotional, immersive, and personal approach.

For Audible, we designed an immersive ambassador program to help audiences experience audiobooks differently. Whether passionate booklovers or lifestyle profiles, all shared their experiences with authenticity.

The result: over 50 pieces of content published on TikTok and Instagram, centered around audio, its uses, and the emotions it sparks. Audio comes to life, and it’s making noise.

Key results:

→ Target audience: 20–49 years old

→ Performance: 16M+ impressions generated

→ Influencers activated: 9

Dargaud: When Dystopian Graphic Novels Captivate Young Readers

With the release of their new graphic novel Les Enfants du Solstice, Dargaud aimed to reach a young, engaged audience, one that is drawn to powerful storytelling and striking visuals.

Clark designed a 100% BookTok-focused campaign, partnering with four literary creators who each shared their personal take on the graphic novel: the strength of the visuals, the theme of friendship, and the societal echoes of its dystopian setting.

Each video offered a genuine perspective, far from traditional review formats.

The result: a campaign full of emotion and resonance.

Key results:

→ Target audience: 18–25 (Young Adult)

→ Performance: 256K+ impressions generated

→ Influencers activated: 4

Calmann-Lévy: La Menace Takes Over TikTok

Released in April 2025, La Menace by Niko Tackian tackles a pressing topic: the incel phenomenon. To support this hard-hitting thriller, we launched a TikTok campaign with two BookTok creators to position the novel as the must-read thriller of the moment. Inspired by a real TikTok experience, the book blends suspense with social awareness. A bold campaign with real cultural resonance.

The launch coincided with the release of the Netflix series Adolescence, which explores the same theme. This timing allowed us to tap into an ongoing cultural conversation and insert the novel with relevance and impact. And that’s Clark’s strength: staying plugged into pop culture, identifying the right social conversations, and integrating our clients into them with intelligence and purpose.

Campaign highlights:

→ Target audience: 25–35 years old

→ Influencers activated: 2

When Twitch Starts Reading

Proof that books can resonate even with gaming and streaming communities: Maxime Biaggi, a leading figure on Twitch, launched his own book club in early 2024, an innovative initiative aligned with the rise of BookTok.

Each month, a new novel is recommended to the 75,000 members of Maxime Biaggi’s Instagram broadcast channel. Followers then take the time to read it before gathering live on Twitch to discuss it with Maxime — in a chill, funny, and passionate atmosphere. The latest livestream brought together over 65,000 viewers for nearly three hours of book talk.

The result: thousands of young people are rediscovering the joy of reading through an accessible, relaxed format that proves we can come together online, even between streams, to talk about books.

Want to know more ?

Conclusion: BookTok Is Much More Than a Passing Trend.

Want your book to be heard? At Clark Influence, we help you navigate the world of BookTok and craft campaigns that truly resonate with your audience.

Shall we talk?

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Clark Influence: a team of passionate experts ready to amplify your message on social media.

Our teams are constantly on the lookout for profiles and trends to design content and strategies tailored to each campaign. We believe that a creative strategy and a meticulous selection of creators have a far greater impact than traditional media campaigns.

If you’d like us to come up with creative concepts that reflect your company’s image through a turnkey influencer marketing campaign, contact us at info@clarkinfluence.com. We’d be happy to send you an offer.