Jessica Mendoza

Felicity Valance has been in legacy publishing for nearly two decades. And she says BookTok allows her to reach readers in a way that she was never able to before, even on other social platforms.

And that's different than how algorithms worked with other social media platforms in the past.

And that's different than how algorithms worked with other social media platforms in the past.

And that's different than how algorithms worked with other social media platforms in the past.

That shift from being shown what is generally popular to what you were interested in meant that readers didn't have to look for content about the books they liked. It was just served up to them. In fact, that's what happened to me. BookTok kept feeding me content and I kept eating it up. There were straight-up book reviews, sure. But people also use memes.

That shift from being shown what is generally popular to what you were interested in meant that readers didn't have to look for content about the books they liked. It was just served up to them. In fact, that's what happened to me. BookTok kept feeding me content and I kept eating it up. There were straight-up book reviews, sure. But people also use memes.

That shift from being shown what is generally popular to what you were interested in meant that readers didn't have to look for content about the books they liked. It was just served up to them. In fact, that's what happened to me. BookTok kept feeding me content and I kept eating it up. There were straight-up book reviews, sure. But people also use memes.

They make skits about their favorite plot points. They joke about story tropes. And they share their opinions on everything from character arcs to book covers.

They make skits about their favorite plot points. They joke about story tropes. And they share their opinions on everything from character arcs to book covers.

They make skits about their favorite plot points. They joke about story tropes. And they share their opinions on everything from character arcs to book covers.

So now, with BookTok, someone like Felicity from her perch at Penguin Random House is able to see in real time what readers actually care about, what books were featured in the videos with the most comments, which titles were being recommended the most. And then she can respond accordingly.

So now, with BookTok, someone like Felicity from her perch at Penguin Random House is able to see in real time what readers actually care about, what books were featured in the videos with the most comments, which titles were being recommended the most. And then she can respond accordingly.

So now, with BookTok, someone like Felicity from her perch at Penguin Random House is able to see in real time what readers actually care about, what books were featured in the videos with the most comments, which titles were being recommended the most. And then she can respond accordingly.

That second look at old titles in particular has led to a slew of re-releases in the book talk era because publishers realized if you give its packaging a glow up and put it in the hands of the right influencers, a book years or even decades old can see a fresh uptick in sales.

That second look at old titles in particular has led to a slew of re-releases in the book talk era because publishers realized if you give its packaging a glow up and put it in the hands of the right influencers, a book years or even decades old can see a fresh uptick in sales.

That second look at old titles in particular has led to a slew of re-releases in the book talk era because publishers realized if you give its packaging a glow up and put it in the hands of the right influencers, a book years or even decades old can see a fresh uptick in sales.

And BookTok hasn't just changed how publishers are thinking about marketing their catalog. Felicity has also been trying to work with authors and influencers to get her books in front of the right readers.

And BookTok hasn't just changed how publishers are thinking about marketing their catalog. Felicity has also been trying to work with authors and influencers to get her books in front of the right readers.

And BookTok hasn't just changed how publishers are thinking about marketing their catalog. Felicity has also been trying to work with authors and influencers to get her books in front of the right readers.

Would you say that TikTok today is more influential than, say, a publisher's weekly review or, you know, a ranking, a top 10 books of the year ranking?