Adult Fiction Titles are Booming, Thanks to BookTok
During the pandemic, a global community of readers and authors converged on video sharing app TikTok to discuss their favorite titles, offer recommendations, and post reactions to viral novels, giving rise to major author success stories like Colleen Hoover, Sarah J Maas, and Taylor Jenkins Reid, among others.
The #BookTok hashtag has garnered over 35.6 million posts, and counted more than 200 billion total views on the app at the end of last year. Zoom out, and you can even see a broader jump in the popularity of young adult fiction (+50%) and adult fiction (+42%) titles — BookTok’s bread and butter — relative to pre-pandemic 2018, per Circana research on the US book industry; meanwhile, nonfiction titles have seen a slight slump over the same period.
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