This community, made up primarily of young women, has real power in the industry, and they say the system and its effects are all organic. Maas.Īuthors who catch the attention of #BookTok can suddenly reach thousands of devoted readers who will add them to their #TBR (to be read) pile immediately. Other popular BookTok authors include romance novelists Emily Henry, Ali Hazelwood, Elena Armas, and fantasy author Sarah J. BookTok is large and diverse in its interests, but the books that tend to become the most popular among the group generally appeal to young women, with an emphasis on the romance and thriller genres. Another notable author who has benefited from online support is Taylor Jenkins Reid, whose 2017 novel The Seven Husbands of Evelyn Hugo has spent 52 weeks on the chart after becoming a BookTok favorite. When a book or author receives the stamp of approval from top BookTokers, they often race up the New York Times bestseller lists. “It was such a powerful book that talked about the dark aspects of relationships and what it is like for the women to be in that situation, and how difficult it is to leave,” she said. Sunny (who declined to provide her last name), a BookToker with 16,000 followers, first got into Hoover after reading It Ends With Us about a year and a half ago. (Hoover shared on TikTok that the book was inspired by her own mother’s experiences and thanked BookTokers for helping the book sell so well that she could do nice things for her mom, including buying her a car.)
It Ends With Us, arguably her most popular novel, is about a young woman attempting to break the cycle of domestic violence, abused by her husband after observing her father assaulting her mother as a child. She’s also known for dealing with serious issues in her work. She writes with a flair for the dramatic and her characters have strong feelings that they don’t shy away from expressing. Hoover’s books are wildly emotional fans often describe being flung from devastated to exhilarated to moved, all within one reading session.
Hoover’s romance novels have always attracted devoted fans who relate deeply to her descriptions of tortured young love (some persuaded Atria to create a print version of one of her e-book titles with a meme campaign in 2014). Although seven of her books were reviewed by trade publications like Kirkus Reviews upon release, major news outlets have taken notice recently as her popularity has grown. Hoover’s dominance of the charts proves that #BookTok is not only a huge TikTok niche (the hashtag has been used on more than 60 billion videos) but also that the community of online book lovers can have a significant impact on sales. According to Atria, Hoover’s most popular books on TikTok have spent 151 weeks on the list combined, with no signs of dropping off, even though the most recent title currently in the top 15 was published four years ago, in 2018. 1 spot earlier this year, and has sold over 3 million copies, according to its publisher, Atria (the title also spent two weeks on the list in 2016 after its initial publication). One of these books, 2016’s It Ends With Us, has been on the list for 58 weeks, hit the No. As of this writing, her books hold four of the top 15 spots on the New York Times bestseller list for combined print and e-book fiction, including No. Online popularity has translated into explosive real-world success for Hoover. “Most of those viewers have read the book, know someone who has read the book or they want to read the book themselves,” Keens, whose account has more than 11,000 followers, told me.
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