首推的准客户：谷歌外贸推广找谁？TikTok上老外卖书全靠哭
In late 2020, the novel "It Ends With Us" suddenly topped The New York Times bestseller list, leaving its author Colleen Hoover both thrilled and confused—after all, the book had been published four years earlier.
"Honestly, I had no idea what was happening. Even my publisher was baffled—why did this book suddenly go viral after four years?" she recalled. Soon, Colleen discovered that young readers were posting videos on TikTok discussing her book, all tagged with #BookTok. She realized that this small hashtag had created a massive sensation.
In 2020, the global pandemic drastically changed people's lifestyles. With young people stuck at home and looking for entertainment, TikTok's rise coincided with the birth of a community of readers who shared book reviews and emotional reactions through short videos. Gradually, #BookTok became a hub for these young readers, growing into a highly cohesive consumer group.
It's hard to quantify the exact size of BookTok, as TikTok hasn't released official analytics. However, with 4.25 billion views under the hashtag, its influence—especially in the contemporary romance novel market—is undeniable.
Most #BookTok users are young women, a demographic highly engaged in reading and sharing emotional interpretations of stories. Books like It Ends With Us frequently appear in videos, with its own TikTok tag #TheyBothDieAtTheEnd surpassing 75 million views. Many fans burst into tears while discussing tragic endings, which significantly boosts video engagement.
"On #BookTok, if a book can evoke strong emotions and you share your raw reaction, a 45-second emotional video can easily go viral," said a Barnes & Noble executive. "No other social media platform can make a book sell tens of thousands of copies overnight like this."
Interestingly, crying has become a key strategy for increasing video reach in this niche market. Barnes & Noble even launched a "BookTok" section on its website and in stores, highlighting TikTok's most popular books—something not seen for Instagram or Twitter recommendations.
Unlike traditional advertising, BookTok's power lies in grassroots recommendations. Young users trust peer reviews more than paid promotions, proving that authentic literary enthusiasm can't be bought.
Google Trends data shows that searches for "BookTok" surged from late 2020 to early 2021, peaking in March 2022. Top search regions include Norway, Canada, Singapore, and Portugal, indicating global interest.
Popular genres on BookTok include:
- Romance novels with tragic endings
- Fantasy (e.g., Harry Potter, Lord of the Rings)
- Dystopian fiction (similar to Chinese apocalyptic novels)
- Self-help "inspirational" books
Notably, young-adult (YA) literature dominates Amazon's bestseller lists, proving that the mantra "forever young, forever weeping" holds true in the BookTok era.
