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Thanks to BookTok, publishers are changing how they leverage social media to reach young readers.

Oct 25 2021

Thanks to BookTok, publishers are changing how they leverage social media to reach young readers. YPulse told you about #BookTok and how the growing subculture has led to a surge in book sales: The NPD BookScan reported that sales for print books jumped 18.5% in the first six months of 2021 compared to one year prior, and young adult fiction is seeing the largest gain, with sales up by 48.8%. Book publishers are listening, and they’re working with content creators on TikTok and Instagram to promote new and current titles. Random House Children’s Books has started paying attention to BookTok creators who are garnering mass engagement on TikTok by reaching out to select creators to hear how their unique perspectives on titles can influence the publisher’s social media strategy. According to Random House Children’s Books SVP of Marketing John Adamo, “Unlike on Instagram, where we have a running list of influencers we tap, this is more organic…we’ve never seen a response from an Instagram campaign the way we’ve seen those efforts translate on the TikTok platform,” further explaining how the publisher has reallocated its budget to spend more online and on social media versus on print ads and physical promos while using creators to boost older titles in addition to new releases. Cindy Callaghan (author of Just Add Magic and her newest release, The Girl Who Ruined Christmas) even tapped TikTok to find creators who were already familiar with her work to promote her upcoming release. (Kidscreen)