The Big Book Break 200 million print books were sold in 2020 – the highest level of sales since 2012. With lockdown leading the world to rediscover an oldfashioned hobby, how does the growth in screen time correlate with this surge? The answer, of course, is TikTok.
Words by Emma McAndrew
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fter years of failing to complete an entire book, the world that replaced this love in my life happens to be the one to reignite it. It appears I’m not the only one emerging from a reading rut, as book sales have reached an eight-year peak. Although social media is to blame for crushing my inner bookworm, it was a popular new platform that helped me revive it. I was your typical Jacqueline Wilson superfan as a child and spent hours upon hours re-reading Roald Dahl’s masterpieces. An assortment of works proudly filled my bookshelf, awaiting regular revisits and new additions. But after ten plus years of dedicating time to reading, dust began to gather on my assortment of titles. Technology was to blame. Instagram, Twitter, Snapchat – I would not say that I was obsessed with these platforms, but they undoubtedly overtook reading in terms of how much time I spent on them throughout my teens. Then along came TikTok – the short video sharing app providing us with an eternity of entertainment. With 3.7 million users in the UK scrolling through TikTok for nearly an hour every day, the platform was a saviour for many of us during lockdown. Just how much of that “pointless scrolling” was actually pointless? For me, and legions of others, not as much
as you would think, as a new trend new reads, and connect with fellow is promoting a rise in reading. bookworms. Between the dance routines and When we’re not being whisked away skit videos, an all-inclusive book to wonderous worlds and trying to club appears constantly on the app. crack the latest murder mystery, you Forget Berries and Cream and Savage will most likely find us in our newLove, #BookTok is reportedly gathfound haven – the #BookTok section ering 5.8 billion views. of Waterstones. Sharing book recThe revamped corner ommendations and of the store is now posting reviews is all devoted solely to sell part of this new craze, books recommended which appears to be by the hashtag, and it’s pushing the publishclearly having an effect ing world to release on their popularity old classics and inspire The number of with the general public. a whole new generaviews #BookTok Over 1,500 copies of tion of readers. reportedly received Madeline Miller’s “The A video titled as of October 2021 Songs of Achilles” were “Books To Help sold across the UK in You Reach Your Full a single week following Potential” introduced me to litits recognition on #BookTok. That’s erature surrounding success and a 240% sales increase from the same manifestation. Suddenly, I was week a year prior. The hashtag devoted aspiring to be the next girl boss with to the romantic novel exploring the an array of mind-altering works Greek Heroic era racked up 22 million quickly added to my basket. “Stand views on the platform. If you’re not Alone Romance Novels You Need” already on the bandwagon, I would was next, and immediately, I was strongly recommend it. invested in the love lives of fictional From ancient Greece to historical characters who were vividly alive in Hollywood, #BookTok advertises the my head. ability to travel across the world from My habit of blankly browsing the the comfort of our homes. It lets us web is gone. My days are no longer experience extinct time periods and spent prioritising notifications and befriend those who are works of ficgetting lost down digital rabbit tion. It allows us to escape reality, even holes. Social media is now used if only for an afternoon. to aid my new pastime, research
5.8 billion
