The Rise of TikTok and Increasing Book Sales
In an ever-evolving landscape of social media platforms, TikTok has emerged as a dynamic and influential space that can offer authors a golden opportunity to thrust their books into the spotlight. With its captivating short-form videos, music, and engaging trends, TikTok holds immense potential to create viral sensations, and savvy authors increasingly recognise its power as a promotional tool.
Trends can never be predicted; sometimes, they just come from nowhere, becoming the next 'must follow' activity. When TikTok got involved in promoting books i
The transformation of TikTok into BookTok, a phenomenon centred around books and literature, can be attributed to the organic growth of niche communities within the platform and the creative ways users began to share their love for reading and books.
New Books That Went Viral Thanks to TikTok
First, look at some authors who went from 0-60 overnight. Using TikTok, their books rocketed the charts, and sales exploded. The impact is mindblowing; in both cases, TikTok or BookTok was entirely responsible for the success.
Our first example is the remarkable success achieved by author Colleen Hoover this year. Before the rise of BookTok's popularity in 2020, Hoover's book sales totalled 237,000 copies. However, as of August 2022, Hoover's sales figures have surged to an impressive 2.3 million units, even the annual sales of Bibles in the U.S. amounting to 7.3 million print copies. According to McLean, Hoover's dominance is evident as she occupied six out of the top 10 positions on August's NPD BookScan print bestseller list. An astounding six of her books currently occupy positions in the top 10 of the Times' paperback fiction bestseller list.
In the case of "The Starless Sea," by Erin Morgenstern, first published in November 2019, TikTok users created videos that showcased the book's enchanting prose, intricate storytelling, and visually captivating world-building. They often paired these videos with cosy reading nooks, ethereal music, and snippets of the book's text. The videos quickly gained traction, spreading through the platform's algorithm and catching the eye of readers seeking a unique and immersive literary experience. One TikTok trend that emerged around the book was when users started sharing their interpretations of The Starless Sea and discussing favourite quotes and passages. The trend tapped into the book's storytelling, destiny, and magic themes, resonating with a wide range of readers. As more and more users joined, the hashtag #TheStarlessSea started to trend on TikTok, leading to a snowball effect. People who had never heard of the book before were captivated thanks to the beautiful videos and the intriguing discussions surrounding it. The book's publisher also noticed the growing trend and collaborated with TikTok influencers to further amplify its presence on the platform.
The viral TikTok trend drove significant book sales and led to discussions and conversations about the book beyond the platform. Traditional media outlets, literary blogs, and book clubs began to take notice, further fueling its popularity. The Starless Sea became a prime example of how TikTok's community-driven culture and creative content can elevate a book from relative obscurity to a widespread literary phenomenon. The platform's ability to connect readers, spark discussions, and create a sense of shared discovery was crucial in the book's journey to becoming a viral sensation. It's more than just newly published books that have also been able to leverage the power of TikTok. There are a few instances where books published several years ago or longer have managed to enjoy a second run and achieve even more success than they did the first time. Some of these have gone entirely viral, which is a real shock to the author but undoubtedly a very happy surprise.
The Seven Husbands of Evelyn Hugo, written by Taylor Jenkins Reid and Madeline Miller's The Song of Achilles, which achieved viral status several years after their publication dates in 2017 and 2011, are excellent examples. Remarkably, both titles secured spots on the bestseller lists years after their original publication, a remarkable accomplishment that defies conventional expectations within traditional publishing. Stone Maidens, a thriller published by Amazon Publishing a decade ago, has experienced a resurgence in popularity, with over 100,000 copies sold recently, all thanks to a viral TikTok video shared by the author's daughter.
Lloyd Devereux Richards dedicated 14 years of effort to craft his debut novel, amidst raising three children and maintaining a demanding role as a corporate attorney, he tirelessly penned the story during evenings and weekends, often retreating to his attic writing space in Montpelier, Vermont. Upon finalizing the manuscript in 2011, Lloyd embarked on an extensive search for a publisher that spanned months. His efforts culminated in 2012 when Amazon's distinguished trade publishing arm, Amazon Publishing, embraced the novel and brought it to the market.
Fast forward to the present day, a TikTok video associated with the book, masterminded by the author's daughter, has gained extraordinary traction. With over 50 million views, 10.7 million likes, and 40,000 comments, the video captured the collective imagination. By the time Valentine's Day arrived in 2023, Stone Maidens had surged to the top of the Amazon Best Sellers list, overshadowing works penned by renowned authors. In March, the novel's popularity further escalated, crossing the remarkable threshold of 100,000 copies sold. Garnering a commendable review rating of 4.6 stars, Stone Maidens continues to captivate readers and solidify its place as a literary sensation.
Leveraging TikTok to Propel Your Book into Viral Heights
If you're an author seeking to harness the prowess of TikTok, here's a comprehensive guide on how to make it work for you.
1. Understand the Platform's Culture
TikTok is not like any other social media platform. It thrives on creativity, authenticity, and relatability. Spend time on the platform to grasp its unique tone, style, and trends. Engage with various content, study the kinds of videos that go viral, and identify what resonates with users. Familiarity with TikTok's culture will help you tailor your content effectively.
2. Create Engaging Content
Engagement is the key to TikTok's success. Craft attention-grabbing, concise videos that creatively introduce your book. Use visual elements, effects, and music to make your content stand out. Consider making teaser trailers, behind-the-scenes peeks, or book-related challenges to intrigue potential readers.
3. Leverage Challenges and Trends
TikTok thrives on challenges and trends. Participating in prevalent challenges relevant to your book's theme can significantly boost your visibility. Tailor challenges creatively to your book's narrative or characters, encouraging users to join in and spread the word.
4. Authenticity Wins
TikTok users value authenticity. Share personal stories about your writing journey, struggles, inspirations, and breakthroughs. Let viewers connect with you on a human level, fostering a sense of camaraderie that translates into book interest.
5. Collaborate and Partner
Collaborating with TikTok influencers, who already have a large and engaged audience, can boost your book tremendously. Try and partner with influencers whose content aligns with your book's genre or theme for authentic endorsements and creative promotions.
6. Utilise Hashtags Wisely
Hashtags on TikTok function as discoverability tools. Research and use relevant hashtags to ensure your videos reach users interested in your book's genre. Participate in trending hashtags and create unique ones specific to your book.
7. Keep it Short and Snappy
TikTok's maximum video length is 3 minutes, but shorter videos often perform better. Aim for attention-grabbing videos within the first few seconds, as this is crucial to hold viewers' interest.
8. Engage with the Audience
It is important to be interactive, reply to comments on your videos, engage in conversations, and show appreciation for user-generated content related to your book. Building a connection with your audience can foster loyalty and excitement.
9. Teasers and Cliffhangers
Employ the art of suspense. Use cliffhangers or teasers in your videos to intrigue viewers, prompting them to seek out your book for the whole story.
10. Utilise TikTok Live and Q&A
Engage with your audience in real time through TikTok Live sessions. Host Q&A sessions about your book, writing process, or personal experiences. This interactive approach builds a deeper connection with potential readers.
11. Cross-Promote
TikTok videos can be shared with other social media platforms to expand your reach. Get your friends and followers from your other social channels to join you on TikTok.
12. Consistency Matters
You can't just post once and expect overnight success! It is really important that you create a consistent posting schedule. A steady stream of engaging videos can help you gain traction and keep your audience engaged.
13. Adapt and Evolve:
TikTok is constantly changing and evolving, with new features and trends emerging. Stay up-to-date and adapt your content to incorporate these changes.
In a world where attention spans are shrinking, TikTok offers a unique opportunity to capture the interest of a diverse audience. By creating engaging, relatable, and authentic content, authors can harness the viral potential of this platform to propel their books to new heights of popularity. Remember, the key lies in understanding TikTok's culture, connecting with your audience, and being creative in your approach. With dedication and a touch of creativity, TikTok can become a powerful tool in your book promotion arsenal.
