The logo of the TikTok app.
(illustration) -
Jaap Arriens / Sipa USA / SIPA
Videos uploaded to TikTok around the world, under the hashtag #BookTok, have recently had an effect on book sales in the United States.
Some of the works featured in these clips see their sales figures take off, sometimes several years after their release.
A majority of the accounts on which these recommendations are published were created by young girls, notes
The New York Times
.
This is for example the case of @ alifeofliterature, launched in February by Elodie and Mireille Lee, two British sisters aged 13 and 15.
The account has attracted more than 205,000 subscribers.
Their publication on February 14 to the novel
We the Liars
, published by Dell Publishing and written by E. Lockhart in 2014, has been viewed more than 5.4 million times.
@alifeofliterature
Anna Karenina ✨ ## booktok ## book ## books ## bookworm ## reader ## annakarenina ## bookish ## booker ## booknerd ## literature ## fyp ## tolstoy
♬ original sound - Lyrical Vibes
Influences and publishing houses join forces
On the @ aymansbooks account, Ayman Chaudhary, a 20-year-old Chicago resident, also shares her literary favorites.
His seven-second highlighting of the
Chant d'Achille
, published by Rue Fromentin, was seen 161,000 times.
The 2012 book won numerous awards for its author, Madeline Miller.
It currently sells around 10,000 copies per week, nine times more than after it received the prestigious Orange Prize for Fiction.
@aymansbooks
Keep the secret.
Live the lie.
Earn your truth.
LINK IN BIO @ fiercereads ## ad ## firekeepersdaughter ## bookrecs
♬ SINGING WITH THE WOLVES - Anica
The impact of these TikTokeuse accounts is such that in the United States, the Barnes & Noble bookstore chain has placed in its stores stalls dedicated to the works highlighted on the social network.
Never had videos posted on YouTube or Instagram had such an effect.
Publishing houses have also started to partner with some of these literary influencers.
In France,
BFMTV
reports that the hashtags #booktokfrance and #frenchbooktok respectively generated 4.7 million and 732,000 views on TikTok.
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