TikTok is a social media platform for creating and sharing short videos. BookTok is a TikTok subculture for books and readers. Book lovers create opinionated and entertaining video book reviews, sharing them with the #BookTok hashtag so readers can find them.

BookTok for book marketing is big – but will it help you?

Who’s on TikTok?

Before adding TikTok’s BookTok to your book marketing plan, you need to know if your ideal readers are active on that social network.

TikTok is popular primarily with Gen Z (24 and younger); they make up 41% of its users. That means that 59% of the app’s users are millennials, Gen X, and baby boomers.

Only 2 percent of boomers report using TikTok, though, so if that’s who you write for, don’t spend time figuring out how to use BookTok for book marketing. Put your social media time into Facebook, the most popular social network for that age group.

(Remember this when you continue to see articles and other commentary about how authors must be using TikTok and BookTok for book marketing.)

If you write for a young adult audience, you need to master this social network. Your readers are waiting for you there.

The press is buzzing about BookTok

What else do you need to know about BookTok on TikTok? Here’s a roundup of what publications are saying about the trend and why it’s important to authors.

“TikTok for Viral Book Marketing,” Publishers Weekly

This guest commentary was written by a co-founder of Big Black Chapters, a marketing resource for indie authors of color. Scroll down to the “TikTok’s online book community” subhead and read from there to learn why it’s important and get tips for using it.

“TikTok is driving book sales. Here are some titles #BookTok recommends,” NPR

This excellent overview of the types of book videos shared on TikTok points out that it’s word-of-mouth marketing at its best. We all want to write books that are so good that others do the marketing for us.

Worth noting: BookTok is turning older books (“backlist titles” in publishing parlance) into best-sellers. Remember, though, that TikTok reviewers have to discover your books before they rave about them.

“The rise of BookTok: meet the teen influencers pushing books up the charts,” The Guardian

Watch the BookTok videos in this article to get a sense of what these book lovers are creating and sharing. (If you’re like me, you might get a few ideas for what to read next, too.)

“BookTok has passion—and enormous marketing power,” The Economist 

Not convinced yet? In this article, one publisher describes BookTok as an “absolute phenomenon.” The writer points out that many of the reviews are so emotional that they might make “fogeyish literary types” roll their eyes.

Some of us might see that as a good thing.

“How Crying on TikTok Sells Books,” The New York Times

Get insights into how and why the BookTokkers create videos that go viral and sell books. It’s also fun to read author reactions to sales surges that seemed to come out of nowhere, and how they feel about the source.

“BOOKTOKERS ARE COMPLETELY CHANGING PUBLISHING,” Mic.com

Check out the reviewers profiled as “11 of the best BookTok accounts to follow.”

How to use BookTok for book marketing

The first thing you need to do is use TikTok yourself.

Research how to do that online. For example, there’s good advice from one of the Young People in “How to Use BookTok: A Guide for Authors and Publishers” at the Literary Ladies Guide site. Or, take a course. Register for a free Udemy account, then watch your email for a sale that will get you a discount on one of the TikTok courses.

You can create videos for your own book, but is it possible to get a BookTokker to review your book instead?

Most authors writing for a younger audience or who write mainstream fiction would be thrilled if a BookTokker reviewed their book. That starts with a top-quality book, which is usually the norm with a traditionally published book. If you’re self-published, your book needs to look and read like there’s a big-name publisher behind it.

The quickest route to reaching influential TikTok reviewers is hiring a specialist or agency offering this service.

Going all D-I-Y

Or, you can do it yourself.

Identify the up-and-coming reviewers who are still building a following. Begin to establish relationships with them. Support them by liking, commenting on, and sharing their videos.

And, note that these enthusiastic reviewers like to hold a print book, so if your book is only available as an e-book, getting BookTok reviews might not be a realistic goal. (Or, once you immerse yourself in the platform, you might find some who do review e-books.)

Eventually, you might be in a position to contact a few reviewers personally with a direct message. But first put the time into using the app yourself and supporting the reviewers who love the kinds of books you write.

There’s no question that BookTokkers are having a profound impact on book sales. If you start small and you’re patient, you might enjoy some of that success yourself.

Or, you might just have a lot of fun learning how to create short videos. That’s good, too!

Do you use TikTok and BookTok for book marketing? What’s working for you? Please tell us in a comment.

COVID-19’s impact on most industries is stunning. On the book publishing side, publishers have furloughed or laid off staff. Printers have struggled to print and ship books according to pre-COVID timelines. Authors who rely on in-person promotion had to re-think their book marketing strategies.

And yet, as an author, you’ve kept moving forward, haven’t you?

I have, too. This past year, I’ve published dozens of book marketing articles designed to help you rise above the chaos and confusion so you continue to sell books.

Which Build Book Buzz articles made the most difference for you? Here are your favorite book marketing articles according to blog traffic reports.

1. 2020 literary calendar with 122 occasions for book fans

This month-by-month list of occasions that celebrate all things books during the year we’re leaving behind makes it easy to find opportunities you can work into your book marketing plans. It includes information on how to use the 122 special days and holidays for year-round book marketing.

2. Book cover re-designs: A pro offers 7 before and after examples

This guest post by cover designer Alexander von Ness explains the thought process behind makeovers of seven fiction and nonfiction book covers. Each example includes the original cover and Alexander’s redesigned version, along with a link to a more detailed examination on his site.

3. “I wish I had known that before I self-published.” 25 authors share what they’ve learned

I asked self-published authors, “What do you know now about self-publishing that you wish you had known when you started?” This article showcases their responses on everything from where to learn what you need to know to whether you should publish on Amazon exclusively and the importance of a book marketing plan.

4. TikTok demographics for authors

TikTok was the fastest growing social network in 2019. This 2020 article digs into the video platform’s demographics so you can see if it’s a good fit for your target readers.

5. 3 Amazon secrets every author needs to know

In this guest post, book marketer Rob Eagar explains how to use Amazon’s power to your advantage. He presents three little-known Amazon secrets that can make a big difference, including how to use the platform to build your author email list.

6. The shy author’s guide to book promotion

While some authors embrace book marketing and promotion with enthusiasm, many just wish it would go away. In this article, I detail five “I can’t do this” obstacles I see the most from shy authors. It includes ideas for getting around them.

7. 2021 literary calendar with 137 occasions for book lovers

This December update to the popular 2020 list published last January takes things up a notch with more holidays and a “download and save this calendar” option designed to make it even more useful.

8. Trade book reviews: Behind the scenes with a professional reviewer

Rose Fox, director of BookLife Reviews, Publishers Weekly‘s paid review service for indie authors, explains trade reviews (also known as media and literary reviews) and how to get them. She walks us through exactly what happens on the publication review side. She also explains why getting a book reviewed can take a lot longer than you’d think.

9. How to get awesome book cover blurbs

Many self-published authors refer to their book description as a blurb, but the publishing industry uses that word for pre-publication endorsements and testimonials. This article addresses who to approach for endorsements and presents nine steps for snagging blurbs your mother would be proud of.

10. 4 steps to new book marketing habits

This article breaks down the habit-making recommendations of B.J. Fogg, author of Tiny Habits: The Small Changes that Change Everything. It’s a must-read if you’re serious about improving your life by replacing habits that don’t work for you anymore with those that will do the job.

I was happy to see that three of the top 10 book marketing articles here were written by guest bloggers.

It’s a reminder that guest blogging in reverse — bringing top authorities and experts to your site instead of going to theirs — helps provide your readers with useful content that matters to them.

Help me create content that will hit the top 10 list next year! Please add a comment telling me what you’d like to learn more about in 2021.

Tip of the Month

I like to share a “Tip of the Month,” a free resource or tool for authors, on the last Wednesday of the month.

This month, it’s Blogging Bistro’s 2021 Content Calendar Template.

People use content calendars to plan their blog posts and social media posts in advance. They help you become more thoughtful and organized, with the end result being a more consistent and strategic social media presence.

I love this particular calendar because it’s a Word document, not a PDF file, so you can type in it. You can even change the theme colors to reflect your author branding.

It’s the perfect companion to my popular 2021 Literary Calendar (and be sure to download the PDF version of that, too, here). Laura Christianson, the calendar’s creator, even linked to that list and pre-loaded the calendar with some of its writerly occasions.

I’ve downloaded the 2021 Content Calendar Template and have started adding the literary holidays that I’d like to promote in coming months. Give it a try yourself.

With user-created videos that typically involve singing or dancing, the social network even gets credit for turning Lil Nas X’s “Old Town Road” into a hit.

It’s all the rage now, to the point where even the “Today Show” anchors have jumped on board. Nothing says “we’re mainstream” quicker than baby boomer Al Roker showing up on the app in a dance video.

Before the old folks scare the youngsters off the platform (Facebook, anyone?), let’s dig into the numbers behind TikTok to see if you should be using it for your book. Here are the TikTok demographics for authors.

Who is using TikTok?

• Worldwide, half of its users are younger than 34.
• 60 percent of its monthly U.S. users are 16- to 24-year-olds.
• In the U.S., 26 percent of users are between the ages of 25 and 44.
• Also in the U.S., 80 percent of users are 16 to 34.
• 60 percent of the U.S. users are female.
• Just over half – 56 percent – of all users are male.
• There are 60 million active monthly users in the U.S.
• There are an estimated 800 million monthly active users worldwide and 1.5 billion total (versus active) users.

Where are TikTok’s users located?

• The app is available in 154 countries.
• Over 500 million of its monthly active users are Chinese.
• Users in India account for almost one-third of its downloads – 467 million times.

How much time do users spend on the app?

• Most – 90 percent – use the app more than once a day.
• 29 percent open the app daily.
• Users spend 52 minutes on the app each day.

Should you be using TikTok?

The question to answer now is: Is it likely that your ideal reader is using this video platform?

If you’re targeting a young audience and have mastered the art of the short video, this might be a good fit for your book. If it is, don’t wait too long to figure out how to use it effectively. What’s popular today can lose favor by tomorrow.

EDITED TO ADD: A reader has reminded me that there have been security concerns about the TikTok app. He works in internet security; here is his wise message to all of us: “May I respectfully request that you advise your email list that TikTok may not be a safe app/site to use when personal information is kept on the same device.” Please keep this in mind.

Are you using TikTok? What do you like most about it?

Sources:

https://mediakix.com/blog/top-tik-tok-statistics-demographics/

https://www.oberlo.com/blog/tiktok-statistics

https://blog.hubspot.com/marketing/tiktok-stats

https://wallaroomedia.com/blog/social-media/tiktok-statistics/