Héloïse Goy with Alexis Patri
The social network Tik Tok, very popular among teenagers, has recently given new, more dynamic and modern visibility to reading. This is good news for French publishing houses, who no longer hesitate to invest directly in this platform to directly address young readers.
The phenomenon of the Chinese social network Tik Tok, very popular among adolescents, is mainly known to other generations for its viral choreography, its recipes of all kinds and its videos of cute animals. But Tik Tok also boosts a sector that we did not necessarily expect on this platform: books. Social network users are increasingly investing in the #BookTok hashtag, which has accumulated more than 30 billion views.
Increased sales for French publishing houses
On this keyword, tiktokers post reading videos, book tips, and summarize great literary classics in just one minute. This phenomenon is increasingly benefiting the publishing world. And French publishing houses have understood this well, so that several of them, such as Albin Michel and Hachette Romans, have already launched their accounts on the platform.
Hachette Romans has 37,000 subscribers and already has its first “Tik Tok best seller” with the novel A thousand kisses for a boy, by Tillie Cole. The novel was released in 2016, but following a buzz on Tik Tok, 9,000 copies have been sold in the past six months.