Whether you stay away from social media or you’re constantly connected, you’ve likely come across the term “BookTok” if you enjoy reading.

Reading communities have been around for ages, but BookTok stands apart from traditional book clubs or Facebook fan groups from previous generations. It has not only surged book sales but also created a fresh wave of avid readers.

Recently, the Supreme Court started deliberating whether to enforce a law that might force TikTok to sever its ties with the Chinese government or face a ban effective January 19.

If TikTok were to disappear, what would that mean for book enthusiasts?

BookTok’s impact on both emerging and established writers

During the lockdowns of 2020, TikTok’s rise set the stage for an online haven for young adult book lovers. Sales of previously published works surged, particularly in romance and fantasy, with authors like Colleen Hoover and Sarah J. Maas seeing impressive sales increases. The Washington Post noted that Hoover’s romance sales skyrocketed by 693% from 2020 to 2021, while Maas’s revenue rose by 75% in 2024, according to Publishers Weekly. TikTok’s algorithm proved to be a game-changer for many indie and self-published writers.

With the platform allowing anyone to potentially go viral, virtually any book is up for discussion, leading some authors to gain significant followings quickly.

“TikTok is essentially free, making it an invaluable and cost-effective promotional tool for authors,” says Regina Brooks, president of the Association of American Literary Agents. “When readers appreciate your work, you don’t have to push as hard because they act as your advocates.”

Bloom, a Sourcebooks imprint, became prominent in romance publishing by managing the distribution and marketing for some of BookTok’s trending self-published authors like Ana Huang and Lucy Score.

“Social media has truly leveled the playing field, giving all voices, including those of our authors, a chance to be heard,” remarks Maranda Seney, senior online marketing manager of the publisher. “It fostered openness, vulnerability, and a deeper connection between authors and readers, which I believe TikTok and its algorithm greatly facilitated.”

In the past, authors were often advised to keep their interactions with fans to a minimum. Molly Waxman, marketing executive at Sourcebooks with over two decades of experience, recalls when responses to fan mail were best kept distanced, with guidance suggesting that “the postal service should be the barrier between you and your fans.”

Now, TikTok encourages authors to do live streams and answer fan inquiries. Many agents and publishers actively seek to sign authors who already have a significant social media presence. Notably, some TikTok creators, like Alex Aster with “Lightlark” and Katie Siegel with “Charlotte Illes Is Not a Detective,” have secured book deals after sharing viral concept videos.

The emotional bond formed between authors and readers has been “incredible” to observe, says Dominique Raccah, publisher and CEO of Sourcebooks. Rather than maintaining a distance, authors are celebrated for their honesty and approachability. “It’s about being relatable. You’re on this journey alongside someone you admire and love for their writings,” Raccah explains.

But if TikTok does get banned, will this newfound connection fade?

Rachel Whitehurst, founder of The Nerd Fam marketing agency, which provides PR services to independent authors lacking marketing teams, believes the foundation has already been laid. She thinks support for self-published authors will thrive even on the next “BookTok” platform.

“For independent authors, leveraging business insights will be crucial,” she states. “While adapting to change will be essential, I’m not overly concerned.”

The power of the algorithm: BookTok has been a ‘transformative’ experience for many

While authors have gained advantages, it’s primarily the readers and content creators who steer the BookTok movement, discovering unique niches in reading preferences thanks to an effective algorithm that analyzes vast amounts of data to deliver personalized video recommendations.

Rachael Beck, an author and owner of FanCornerCreations, crafts fandom and fantasy-inspired products, such as “Harry Potter” wedding ring boxes and themed earrings. “We create the nerdy products that are unique, driven by the passion of a fellow fan,” her website emphasizes.

Through BookTok, Beck discovered a dedicated, supportive community appreciative of her creations. Her success allowed her to leave her corporate job and commit fully to her business, with half of the traffic to her website originating from TikTok. It also helps draw visitors to her Comic Con booths.

“It’s been truly transformative,” she remarks. “I genuinely feel I’ve discovered my voice through TikTok.”

In light of a potential TikTok ban, Rachael Beck has been sharing her content on Instagram as well, though she finds that the sense of community isn’t the same. She notes that her popular TikTok videos don’t perform as well on Instagram and often attract negative comments.

“I’m essentially the same person, sometimes even sharing the very same content,” Beck points out. “I try to tailor my posts for each platform, yet TikTok’s algorithm undeniably exposes you to a larger audience. The engagement on TikTok is much higher since users there are more interested in the content.”

Regardless of TikTok’s future, Beck plans to keep creating, though she has concerns for other small businesses that might struggle without the proper support.

“I worry many small businesses, especially those who haven’t faced significant challenges before, may not survive this,” she warns.

Adapting to Change: Publishers Will Follow Readers’ Signals

Experts in the publishing industry are keenly observing readers for guidance on what may come next, believing they will find new platforms even if TikTok disappears.

“This is always evolving; it’s about building community,” shares Pamela Jaffee, the senior director of publicity and brand marketing at Bloom Books and Casablanca. “Twelve years ago, in-person book clubs sparked the success of ‘50 Shades of Grey.’” The bookish community transitioned to online platforms like Facebook, blogging, and Instagram over the years.

“With TikTok, readers gained back their voice, and they won’t be quieted. Their passion for sharing books will continue to thrive and will open even more opportunities to connect with readers,” Jaffee adds.

Seney agrees, stating, “It’s now the responsibility of technology to catch up and adapt to where readers are, which is in a collective and connected space.”

Brooks also perceives a silver lining in the event TikTok loses prominence—new avenues for creativity.

“This platform has transformed books into symbols of status in ways that others haven’t. If TikTok were to vanish, it could inspire innovative marketing strategies,” she remarks. “I hope to see more imaginative ways for books to find their audiences.”