A book called “ Cain’s Jawbone” was first published in the 1930s, and was out of print until “one person made a TikTok about it … and it came back into print. Photo by Matthew Modoono/Northeastern Universityīut in some cases, TikTok was clearly the main driver.
The film debut of “Where the Crawdads Sing” caused a surge, and the Madeline Miller book “Song of Achilles” may have risen in popularity because of the publication of Miller’s follow-up, “Circe.” Yakov BartĪssociate Professor, D’Amore-McKim School of Business.
#THE SURGE 2 CAIN OR SYDNEY MOVIE#
Watson notes that the publication of sequels and the release of movie adaptations drive sales as well. But I don’t think any of us really could foresee how much TikTok pushed this series.” “It was a great story has a really great fanbase. She experienced this firsthand when the 2020 Blue Box Press novel “From Blood and Ash” surged in sales after TikTok users posted about it. “TikTok is definitely what drove that,” Watson says. Of the 22 books listed in Business Insider’s top #BookTok books, 11 of them were first published before 2017. Watson has noticed the revival of older novels thanks to #BookTok, including works that were published as early as 2011. In her role, Watson works with Colleen Hoover along with the small publishing company Blue Box Press. Books popularized by #BookTok take up the top three spots on the young adult fiction list for August.įor books like “It Ends With Us” to succeed so long after publication, “that’s unheard of,” says Jenn Watson, owner of Social Butterfly PR, which manages marketing and public relations for independent and traditionally published authors. Now, it stands at number two, and the third, fourth and sixth books on the list are other Hoover books. Colleen Hoover’s romance novel “It Ends with Us” was published in 2016, but it’s seen a surge in popularity in the past two years thanks to #BookTok, and has been on the New York Times Bestseller list for the past 59 weeks. Some of these books have “blown up” in unexpected ways. “We’ve seen things blow up on TikTok,” Nazzaro says. She points out that the independent bestsellers table at its Cambridge location mostly features books that went viral thanks to #BookTok. It’s a quick way to get titles out there,” says Katherine Nazzaro, manager of the Porter Square Books’ Boston location, on the #BookTok phenomenon. “It’s definitely influencing the titles that are bought. Thanks to TikTok users posting reviews of their favorite books with the hashtag #BookTok, a crop of books has skyrocketed in popularity, and some Gen Zers are discovering that reading can be fun.
But it’s only a small part of a surprising TikTok trend that has amassed over 68 billion. In the video, Vogel flips through the book, showing off her favorite parts, which are highlighted and marked with Post-It notes. “This one right here was a great escape, could not put it down,” wrote Rachel Vogel, a business and psychology student at Northeastern, in a TikTok post featuring the novel “The Midnight Library” by Matt Haig.
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