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  • The Guardian

    Reader, I followed them: TikTok expands its content to tap into the BookTok phenomenon

    Aug 15, 2022 3 minutes

    Social media app TikTok is making increased efforts to tap into the power of its books content, with new retailer partnerships, live events and clubs.

    “BookTok”, as users have dubbed TikTok content about books, consists of everything from videos of creators’ to-read piles to livestreamed crying at emotional novels. BookTok can be credited with a number of hits, sometimes reigniting interest in older titles such as the 2016 novel It Ends With Us by Colleen Hoover (dubbed “CoHo” by TikTokers) which was launched back into bestseller charts

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