2024 was a year of superlatives for the world of books - at least on Tiktok. Over 25 million books were sold on the platform under the hashtag BookTok in Germany last year. That's more than twice as many as in the previous year - and a record figure, as an analysis by Tiktok and the market research company Media Control shows.
"Suddenly it's cool to talk about books again"
"#BookTok has managed to completely change the image of reading - suddenly it's cool again to talk about books, show them and experience them together," says Felicia Hofmann, Marketing Manager at dtv Verlag, to dpa.
Literature on Tiktok is aimed at a young target group that traditional literary criticism probably didn't pick up in the past. "On #BookTok, the focus is on emotions," says Hofmann. Questions such as: "What did this story trigger in me?" or "What made me cry?"
