Earlier this year I wrote about the hype machine and its influence on the book industry (and on our own subsequent reactions to the hyped books). In that post, I talked about how Instagram (“Bookstagram”), YouTube (“BookTube”), and Goodreads all contribute to the success of certain books. But, in my ignorance of the app, I neglected to pay tribute to the actual behemoth in the hype game: TikTok.  

Confession: as an organization comprised mainly of adults, staff at the library are not as TikTok-literate as some of our younger patrons. A lot of us were scratching our heads as to why, for example, The Song of Achilles—a book published in 2011—currently has a combined total of 115 holds (and our neighbour to the south, the Toronto Public Library, boasts a total of 1911 holds). I mean, it’s a great book, but why the sudden burst in popularity? The story behind this is the same for titles like We Were Liars (2014), They Both Die at the End (2017), and One of Us is Lying (2017), which all have disproportionately long waitlists for how long they’ve been out. And the story is, to put it simply, that someone cried about them on TikTok.  

Influence on book popularity often comes from outside the literary world. At the library, we know that if a book is adapted into a film or television show, the hold list will jump astronomically (if anyone is still interested in reading the first book of the Bridgerton series, it looks like it’s finally available). Same thing happens when a celebrity endorses a book, or if an author goes on TV to talk about their work (this is particularly true for health-related topics like dieting and aging). So it’s not surprising that social media would be a similar force. But where Instagram users pitch books via artfully arranged, hyper-controlled, aesthetically conscious images, and where YouTube creators talk about books for anywhere from 5-30 minutes, TikTokers create short, quick videos pivoting almost entirely on emotional reactions: “books that will make you sob” is a popular topic, and often features people wailing dramatically into the camera. In an interview with the New York Times on the topic, the director of books at Barnes & Noble shared the following tidbit: “These creators are unafraid to be open and emotional about the books that make them cry and sob or scream or become so angry they throw it across the room, and it becomes this very emotional 45-second video that people immediately connect with.”