Jessica Mendoza

Sirkana BookScan, a publishing tracker, says that in a typical year, overall print sales grow or shrink by about only 1% to 2%. And this year was no exception. But for BookTok authors, it's a different story. In the U.S., BookTok authors sold 20% more books in print this year than the year before. That's 55.4 million books.

Sirkana BookScan, a publishing tracker, says that in a typical year, overall print sales grow or shrink by about only 1% to 2%. And this year was no exception. But for BookTok authors, it's a different story. In the U.S., BookTok authors sold 20% more books in print this year than the year before. That's 55.4 million books.

Sirkana BookScan, a publishing tracker, says that in a typical year, overall print sales grow or shrink by about only 1% to 2%. And this year was no exception. But for BookTok authors, it's a different story. In the U.S., BookTok authors sold 20% more books in print this year than the year before. That's 55.4 million books.

And that has piqued the interest of some of the country's biggest book publishers.

And that has piqued the interest of some of the country's biggest book publishers.

And that has piqued the interest of some of the country's biggest book publishers.

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.

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.

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.