Brands are leaning into readers. (Thanks, #BookTok!) Embracing the massive community of readers that #BookTok has inspired since emerging in 2020 is nothing new, but more and more brands are tapping into IRL reading activations and marketing. Right now, book clubs are a popular site of community for young people seeking connection offline, and brands have found tons of ways to be part of it. Everyone from Warby Parker to Miu Miu to Neutrogena to Hinge are releasing book lists, hosting author events, and even publishing their own stories. Many are partnering with existing large-network book clubs, too, tapping into their existing community and sponsoring events to fit naturally into their plans. (AdAge)
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