#BookTok is a passionate, powerful community that has transformed the way people discover and engage with books, reignited the publishing industry and created new opportunities for independent authors and bookstores. As World Book Day approaches on April 23 followed by Independent Bookstore Day on April 26, TikTok’s vibrant book-loving community continues its starring role in shaping the new and existing generations of readers.

The power of the community is undeniable: there are nearly 53 million #BookTok posts on the platform (almost an 80% increase YOY*) and in 2024 alone, approximately 59 million print book sales could be tied to BookTok-related creators or content**. BookTok fosters a sense of belonging and excitement around reading both on and off the platform, turning solitary book experiences into shared celebrations.


Independent Bookstores: Hotspots for BookTok Fans

Independent bookstores have become beloved destinations for BookTok creators, who travel across the country to explore and review their favorite local shops. Some even participate in #bookcrawls, sharing their in-store adventures that encourage followers to support these small businesses while helping them build online visibility and increase foot traffic.

@vinopapi23 NYC might have some of the best bookstores on the planet! Bookstores The Lit. bar (Bronx) @The Lit. Bar Liz’s Book Bar (Brooklyn) @Liz’s Strand Book Store (Manhattan) @Strand Book Store #booktok #bookstores #nycbookstores #bookstoresoftiktok #smittybookstoretour ♬ Cozy Day (Lofi) - The Machinist Beats
  • Friends to Lovers Bookstore (@friendstoloversbookstore): Jamie Fortin, founder of the Washington, D.C. area's first women-centric romance bookstore Friends to Lovers, turned her love of reading and BookTok’s influence into a brick-and-mortar shop. After a fire destroyed the store just two days post-opening in November 2024, she raised over $30,000 through TikTok support, rebuilt, and reopened in March 2025.
  • The Ripped Bodice (@therippedbodice): Sisters Leah and Bea Koch are the co-founders of The Ripped Bodice, the first bookstore in the US dedicated solely to romance novels. Since opening in 2016 in Culver City, CA, and expanding to Brooklyn, NY, in 2022, the store has become a beloved community hub known for its inclusive, joyful embrace of the genre.


Authors Finding Their Voice and Audience on TikTok

For many new and self-published authors, TikTok has become a vital platform to connect directly with readers and grow an audience through TikTok Shop and the For You feed. This democratization of the book industry, partly thanks to TikTok, means more voices hold significant sway in what becomes popular and provides authors the opportunity to share their work globally while reaching millions of potential new fans.

@purposefulperformance Yesterday, my life changed. After my book signing at Barnes & Noble, something unexpected happened. A single TikTok video went viral—30 million views and over 4.1 million likes, and my account grew from 1 follower to over 208,000 in less than 24 hours. My first video has already passed 1 million views. And then the unthinkable: My book soared to the top of the Amazon bestseller lists in multiple categories. But it wasn’t the numbers that moved me to tears yesterday. It was you. I’ve received thousands of messages—so many I can’t keep up. Words of encouragement. Stories of hope. Notes from people who said the book changed their perspective… helped them become better leaders… and reminded them of the importance of bringing humanity back into the workplace. When I wrote this book, I had a straightforward hope: That it would help just one person. That someone, somewhere, might read it and realize they’re not alone. That caring, compassionate leadership isn’t soft—it’s powerful. As leaders, our responsibility isn’t just managing outcomes; it's uplifting those who make those outcomes possible. I never imagined this kind of response. And in a world that can often feel lonely, especially as a first-time author… You made me feel seen. You changed my life. And I’ll never forget it. To everyone who has read the book, left a comment, shared a kind word, or reached out with a story— Thank you from the bottom of my heart. I am humbled. I am overwhelmed. I am so incredibly grateful. 💛 #thankyou #gratitude #purposefulperformance #viralvideo #humanatwork #tiktokcommunity ♬ original sound - Jonathan Stanley
  • Jeffrey Mason (@hearyourstory): Jeffrey wrote Hear Your Story to create a place and a way for anyone to easily share and preserve their life story. With TikTok, they've been able to sell 2.5M copies of his self-published book, with over 680K coming directly through TikTok Shop.
  • Johnathan Stanley (@purposefulperformance): Jonathan Stanley is a founder, business strategist and author who gained recognition after a video of a heartwarming interaction at his book signing garnered over 10M likes and nearly 80M views. His book not only sold out but also made it onto the Amazon Bestsellers List.
  • Krystaelynne Sanders Diggs (@authorksandersdiggs): Krystaelynne Sanders Diggs is dedicated to empowering young minds through the magic of storytelling. Since joining TikTok Shop, Krystaelynne has sold over 100K books on TikTok Shop and is expanding her business while sharing her important message.


#BookRecs on TikTok Shop

Running from April 23-29, TikTok Shop is celebrating World Book Day with the #BookRecs campaign to spotlight the power books have to inspire, educate, and connect communities. Tune in to a series of livestreams and access exclusive shopping content featuring top names in the book industry, like Dr. Aditi Nerurkar (@draditinerurkar), Ava Reid (@avasreid), Ethan M. Aldridge (@ethanmaldridge), Gary Vaynerchuk (@garyvee), HarperCollins (@harpercollins), and Jonathan Stanley (@purposefulperformance) along with a special appearance by celebrity author, Craig Conover (@craigconover). Visit the in-app #BookRecs page on April 23 to discover new reads and TikTok Shop deals on books through April 29!


Exciting Opportunities for BookTok Creators

As World Book Day approaches, it’s clear that TikTok’s book-obsessed creators are not just influencing what we read—they’re shaping the future of reading itself. BookTok creators play a pivotal role as tastemakers in the reading community by spotlighting fresh voices and helping them break through traditional barriers to reach bestseller status.

@cassiesbooktok Plot twist #trending #booktok ♬ original sound - Franklin Saint
  • Smitty (@vinopapi23): Smitty is an East Coast-based storyteller and culture enthusiast who brings books, TV shows, and movies to life for his ever-growing community. He recently started the #smittybookstoretour, highlighting independent bookstores across the US.
  • Cassie (@cassiesbooktok): Cassie is a BookTok creator known for spending most of her time in her room. She covers books and pop culture while finding new ways to connect with fans through culturally relevant moments.

This year, TikTok creators can also celebrate their love of books by participating in an in-app contest where they can potentially win cash rewards and a unique profile frame. Search #BookLover between April 23rd and May 21st for more information.


The BookTok community has revolutionized the literary ecosystem, and we can't wait to celebrate reading together on World Book Day and Independent Bookstore Day. If you'll be attending the LA Times Festival of Books, join author @mercedesron, creator @morgannbook, cast members from the Culpables and Dímelo Bajito series and executives from TikTok and Prime Video at our panel discussion From Page to Screen: How BookTok Builds Global Screen Sensations on the YA Stage on Saturday, April 26 at 4:40pm PT.


*1/1/2025-3/31/2025 compared to 1/1/2024-3/31/2024

**according to Circana Bookscan