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

After 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 is promoting a rise in reading.

Between the dance routines and skit videos, an all-inclusive book club appears constantly on the app. Forget Berries and Cream and Savage Love, #BookTok is reportedly gathering 5.8 billion views. Sharing book recommendations and posting reviews is all part of this new craze, which appears to be pushing the publishing world to release old classics and inspire a whole new generation of readers.

A video titled “Books To Help You Reach Your Full Potential” introduced me to literature surrounding success and manifestation. Suddenly, I was aspiring to be the next girl boss with an array of mind-altering works quickly added to my basket. “Stand Alone Romance Novels You Need” was next, and immediately, I was invested in the love lives of fictional characters who were vividly alive in my head.

My habit of blankly browsing the web is gone. My days are no longer spent prioritising notifications and getting lost down digital rabbit holes. Social media is now used to aid my new pastime, research new reads, and connect with fellow bookworms.

When we’re not being whisked away to wonderous worlds and trying to crack the latest murder mystery, you will most likely find us in our newfound haven – the #BookTok section of Waterstones. The revamped corner of the store is now devoted solely to sell books recommended by the hashtag, and it’s clearly having an effect on their popularity with the general public. Over 1,500 copies of Madeline Miller’s “The Songs of Achilles” were sold across the UK in a single week following its recognition on #BookTok. That’s a 240% sales increase from the same week a year prior. The hashtag devoted to the romantic novel exploring the Greek Heroic era racked up 22 million views on the platform. If you’re not already on the bandwagon, I would strongly recommend it.

From ancient Greece to historical Hollywood, #BookTok advertises the ability to travel across the world from the comfort of our homes. It lets us experience extinct time periods and befriend those who are works of fiction. It allows us to escape reality, even if only for an afternoon.