How BookTok has been influencing young people’s reading
“Some studies have shown an increased interest in reading among young people that is related to BookTok,” says Tuva Haglund, postdoctoral researcher in literary studies at Uppsala University. Photo: Mikael Wallerstedt, Uppsala University.
Could young people be finding their way back to reading via TikTok? Some researchers have been exploring this question in depth. Under #BookTok, readers have been sharing their experiences about reading on the TikTok app. “BookTok offers role models to young readers,” says Tuva Haglund, postdoctoral researcher in literary studies at Uppsala University.
What is BookTok?
“It’s a community on the TikTok app, defined by a hashtag, for posts about books and reading. BookTok has reviews, book tips and humorous posts, but also clips about reading habits. What distinguishes BookTok, and TikTok in general, is its use of short videos where the poster speaks directly to the camera. It’s a personal and spontaneous way of addressing an audience. As a user, you scroll through posts which results in a high tempo. What’s important is keeping the reader’s attention. Which is why posts on the app are often pithy.”
Has BookTok led to more reading among young people?
“Some studies have shown an increased interest in reading among young people that is related to BookTok. It’s also a trend being noted in libraries and bookstores. Once BookTok became really popular, a recurring type of post was often seen in which young readers talked about how they had discovered or rediscovered reading via BookTok. The strong algorithm on TikTok also means that if you show an interest in BookTok, you’ll get more of that type of content in your feed.”
What sets BookTok apart?
“The conversation about literature is different on TikTok compared to how we talk about books and experiences of reading in schools and higher education. BookTok features a high-tempo video format, a personal way of addressing the audience, strong emotions, and clear opinions. It’s exciting to explore. By the readers directly addressing their viewers showing their books and bookshelves, and talking enthusiastically about their reading, Booktok offers role models for young readers, which is an important factor in BookTok having become so popular so broadly.”
What is the aim of your postdoc project?
“I’m exploring Swedish young people’s use of BookTok from a broad perspective that includes digital as well as analogue reading contexts such as reading in school, at home, or with friends. The focus is on how readers use BookTok in their everyday lives and how that relates to their interest in reading.”
Is BookTok the only platform out there offering digital social reading?
“BookTok has gained a unique position among the public and in the book market. The threshold to this environment is extremely low, and the feature of addressing the audience directly and a high tempo make shared book tips easy to digest. BookTok really took off and gained attention in connection with the pandemic. But BookTok isn’t the only platform for digital social reading – and certainly not the first. There are many others too: YouTube, Instagram and Goodreads, and more fan-oriented platforms like Tumblr and Archive of Our Own as well.”
Matilda Nilsson