Readers Go from Shelf to Scrolls

For centuries, books have been sanctuaries, transporting readers to distant realms and offering solace in troubled times. Social media platforms have transformed into vibrant book communities, with BookTok and Bookstagram at their heart. What began as an online trend has blossomed into a cultural phenomenon, reshaping the publishing industry and rekindling our love for the written word.

The Bookish Buzz

BookTok and Bookstagram emerged as dedicated spaces for book lovers on social media around 2020. Today, these platforms have become hubs for sharing short book reviews, recommendations, and creative content like character personifications that enrich the reading experience. “I have always been an avid reader. So, in 2018, when the creator culture was still a bit new, I stumbled upon bookstagram,” says Hari Prasath, a marketing professional and content creator, whose Instagram (@theobviousmsytery) has over 10K followers. Inspired by this engaging content, he decided to launch his own page, to create content around his favourite reads and build a community of readers.

Numbers released by Statista in 2023, after surveying 10,000 Americans, reveal that around 48% of TikTok users read more books than before the use of BookTok. A report by the BBC also stated that by December 2023, #BookTok had over 200 billion views over TikTok, which is equivalent to everyone in the world viewing it 25 times. While the rave about BookTok/Bookstagram is more prevalent in the West, it has made a significant impact on the marketing strategies of publishing houses. “Publishers now bank on Bookstagrammers and BookTokers, to gain traction and sales for new releases,” says Shreya Punj, an independent publishing consultant and former Penguin India employee, whose page (@theeditorrecommends) has a following of 107K on Instagram.

Worth the hype

BookTok/gram, has been praised for its diverse and inclusive nature. Dimple Gehlot, a media graduate who also began her Bookstagram page (@whatissheupto_) says that Bookstagram really transformed her taste in reading. “Earlier, the only two genres I read were romance and thrillers. My reading list was devoid of any Indian or diverse authors, but that was changed,” she says. Her reading now includes Black, Indigenous, and People of colour (BIPOC) translated literature, classics, and many more underrated books.

Through these online spaces, readers can explore diverse genres. Punj says that due to algorithms, readers get homogenized content based on their interests. Hence, this might limit exposure to new genres of stories. But the biggest silver lining of this trend is the revival of reading among the masses. BookTok and Bookstagram have also created some interactive and vibrant communities of readers. “I have made such great friends who have influenced my reading journey,” says Aamna Mishra, another bookstagammer, whose page (@spoonfulofpages) has around 16.5K followers.

Different Views

However, BookTok and Bookstagram have often been critiqued for their superficial obsession with the aesthetics or the “virality” of books, rather than its literary content. “Often there are books that get overshadowed, some great underrated pieces just do not get the deserved attention. Sometimes, a book gets killed at the publishing table itself, because it may not have the potential to get popular on BookTok/Bookstagram,” says Prasath.

Aastha Atray Banan, a podcaster and author of the book: The L-word: Love, Lust and Everything In-Between, says, “In the digital age, to have a mainstream publisher, the writer also has to be a marketer as having a strong social media presence is beneficial.” However, she argues that influencers with large followings often have a better chance at book publication than skilled writers without a significant online presence. “I write for enjoyment, not fame. But authors who want to make a profitable career must adapt to these trends,” says Banan. There is also skepticism about the authenticity of Insta reviews. Banan says that since this phenomenon has taken a huge commercial turn, it is difficult to confirm whether a review is organic or a paid sponsorship.

Prasath adds, “As an influencer, I always stress honesty in my book reviews. While many authors appreciate this, there are a handful who expect positive reviews and withdraw their books if I’m upfront about giving a less-than-stellar rating.”

Facing Flak

Many criticise BookTok’s fixation on romance, fluff, and “smutty” (sexually explicit) novels. Many readers dismiss them as frivolous distractions from literary classics. Some show concern over its glorification of sexual violence. Punj says, “Life is already serious, so why should it be troubling if people want to read fantasy to escape the mundaneness and chaos of their daily lives? I don’t understand this snobbery since classics too, were once popular books among the masses, that’s how they earned their title.” Punj wonders why women-centric content is hyper-scrutinized when other problematic content, across different media, is often overlooked.

For Tejal Tank, a student of hospitality from Mumbai, it’s good to see that people have rediscovered the joy of reading. “As long as a person isn’t doom-scrolling and rather chooses to read, it’s a win!”

BookTok and Bookstagram have undeniably broadened the reading community, making book recommendations more accessible. While these platforms have the potential to amplify diverse voices, especially Indian authors, there’s still room for improvement. Nevertheless, this trend signals a promising future, one filled with a lot more reading and stories to share with the future generations.

Many publishers now bank on Bookstagrammers and BookTokers, to gain traction and sales for new releases” — Shreya Punj, Independent publishing consultant, content creator

In the digital age, to have a mainstream publisher, the writer also has to be a marketer as having a strong social media presence is beneficial.” — Aastha Atray Banan, Podcaster, Author

I feel in India, the non-fiction genre has been quite predominant. Hence as a passionate reader of fantasy books, it's great to see fiction gain popularity.” — Hari Prasath, Bookstagrammer (@theobviousmsytery)

I have made such great friends who have influenced my reading journey.” — Aamna Mishra, content creator/bookstagrammer