RIYADH: While TikTok is often criticized for minimizing attention spans with its fast-paced content, the social media platform’s “BookTok” community has sparked renewed interest in reading among young adults in Saudi Arabia and beyond.
Described by The New York Times as a “best-seller machine,” BookTok has become a global phenomenon.
The platform has emerged as a virtual book club, where readers connect to share recommendations and discuss their favorite titles — especially in genres like romance, fiction, and thrillers.
Sales in this genre increased by 8.5 percent in 2022, followed by an additional 1 percent rise in 2023. (SPA)
Arab News spoke to a number of authors and content creators who described how the social media trend is driving book sales and reshaping the local publishing industry.
Mohammed Al-Ashaari is a young reader who regularly shares book recommendations and discussions on his TikTok account.
The platform’s fast-paced nature prioritizes aesthetically pleasing content that can be shared in bite-sized clips, and Al-Ashaari spoke about how this algorithm is changing reading habits.
BookTok has brought about significant changes in how people read novels, as the reading trends within the BookTok community are constantly evolving, and with each trend, a new way or habit of reading emerges
Mohammed Al-Ashaari, TikTok user
“BookTok has brought about significant changes in how people read novels, as the reading trends within the BookTok community are constantly evolving, and with each trend, a new way or habit of reading emerges,” he said.
Al-Ashaari explained that this impact was not only limited to readers on the platform but also extended to authors, influencing how they approach their writing and adapt their work to fit the tastes and interests of the platform’s active community.
The BookTok community emerged on TikTok during the COVID-19 lockdowns, and its impact on publishing is undeniable, with authors and publishers seeing remarkable sales growth. (SPA)
He added that the most trending genres on BookTok are fantasy, science fiction, and horror: “Books that gain the most engagement tend to be in these genres, which has led many authors to shift their focus on popular categories.”
The BookTok community emerged on TikTok during the COVID-19 lockdowns, and its impact on publishing is undeniable, with authors and publishers seeing remarkable sales growth.
This impact is especially notable in how it has affected book sales and author engagement.
A report by the US-based retail tracking service Circana revealed that TikTok has significantly influenced book sales in the US, particularly in the adult fiction category.
Sales in this genre increased by 8.5 percent in 2022, followed by an additional 1 percent rise in 2023. Other genres, such as dystopian, romance, and thriller, also witnessed notable growth during this period.
Yasmina Al-Mutabagani, the Saudi author of “Beyond the Surface,” said BookTok has played a significant role in boosting the sales of her latest novel, which explores the story of two strangers who form an unexpected connection during a pandemic.
“I did paid ads multiple times on a video I posted that talked about my book; however, at that time, I didn’t think it was going to be that effective. After a while, I went to Jarir Bookstore, and the man told me it was sold out in multiple branches,” she said.
Al-Mutabagani highlighted BookTok’s broader influence on the literary world. “There’s a positive impact on literature and publishing because BookTok offers advice on writing in general, how to publish your book, how to find a literary agent, and it can be useful in promoting your book if you’re an author,” she said.
Kendah Jambi, a Saudi author of the fantasy novel “Al-Rahala,” said that many attendees at Saudi book fairs recognized her from TikTok’s BookTok.
Her novel follows a group of people called Al-Rahala, or nomads, who possess the ability to shift realities and travel through the multiverse.
Jambi emphasized the importance of building a connection between authors and readers. “Interaction between author and reader is often underrated. It’s very important for readers to be genuinely interested in the author as a person to maintain their interest in the books,” she said.
She further elaborated on the impact of BookTok, adding, “BookTok definitely helped readers express their opinions, which is valuable to the author on both an emotional and constructive level.”
