26 May 2025

By Verena Riffel and Ann Biedermann

“Ms, I think a saw you on bookstagram, are you on there?” -„I don’t even know what that is”

My (Ann) first experience with bookstagram or booktok was slightly embarrassing. I was teaching a year 12 class in English in 2020 when two eager students tried to connect over something we all had read in the last weeks. One student went on to explain that this is the side of Instagram/tiktok where people discuss their recent book reads and give recommendations for like-minded people. I wasn’t sure what to think of it: Isn’t social media often considered the cause of people not reading anymore? And now, people go to this fast-paced medium to discuss something ‘slow’ like reading an ENTIRE book. Lo and behold, 5 years later booktok is everywhere and has inspired more people, women more so than men, to pick up a book. The dark romance fantasy bubble is often ridiculed but huge, and this interest in books also extends to classics from the antiquities. In brick-and-mortar bookshops you’ll find stands with booktok recommendations. And at the moment I find it hard to not get the next book spoiled I want to read -I should draw the conclusion to spend less time on social media and finally buy it. Yet, I cannot help but wonder what it is like to be a booktoker. Does it take away the fun of reading? Does it become a chore? Do they still read what they want to read or are they following the next fad? Unfortunately, I don’t see myself becoming a booktoker (I am sorry, the students 5 years ago were equally disappointed). So I did the next best thing, I asked one… 

Verena:

“Just start this social media book thing. Go tell random people on the internet about your books – and leave me alone with the dragon and romance stories.”

That was my boyfriend’s way of encouraging me to get into bookstagram, booktube, and booktok. And of course, at first – like probably everyone – I wondered what other people, strangers (and maybe even friends), would think about this “online passion” of mine. But honestly? I’d make the same choice again any day.

While many people associate the bookish corner of the internet with pressure, I never really felt that. Sure, every now and then you think, “Maybe I should read tonight instead of watching that new Netflix show,” just so you actually have something to talk about in your wrap-up at the end of the month. But to me, it’s always just been a hobby, not a chore.

Let’s be real: Even if it sometimes feels that way – the book bubble is big enough. No one’s going to cry just because you didn’t post a video. No one but maybe yourself. Because yes, if you post more often, you’re probably going to grow your following faster. And it would be a lie to say bookstagrammers or booktokers don’t get excited about views and followers. But it’s not about the money (if you're trying to make fast cash, the book-niche is definitely the wrong place). It's more about the feeling that your content connects with people – a little bit of recognition.

There are some tried-and-true ways to get those clicks – consistency, of course, but also hyped books and the intensively discussed genre of Dark Romance.

Let’s start with the hyped books: Titles that blow up on American booktok are pretty much guaranteed a spot on the German bestseller lists once they’re translated. They also guarantee a bunch of views. I’ll admit it, sometimes I catch myself debating which book to hold up for the camera, knowing one will probably perform better than the other. Before booktok & co., my reading choices were way more influenced by just browsing bookstores than by social media. Still, I always end up reading what I actually want to read – and to me it’s often the underdog books only a few people might recognize.

And as for Dark Romance: I’m not a big reader of it (yet), but the genre is everywhere on booktok right now. The fact that there are so many discussions about it even outside the book community just proves how popular it is. Still, I’d never recommend reading something or posting about it if it’s just not your thing. Your audience might not now you personally, but they can tell pretty quickly whether you’re being honest and real – or just faking it for the views. And if that’s the vibe, people will scroll right past. After all, the next funny video or (authentic) book rec is just a swipe away.

Another characteristic about booktok is: Nobody really has time for long reviews anymore. That kind of deep-dive stuff is more of a booktube-thing. On booktok, it's all about fast formats – like monthly wrap-ups where you show books into the camera and comment  “Yes, No, Maybe” to summarize your thoughts and make (no) recommendations. If you get too detailed, people swipe before you even get to your main point.

As off-putting as all this might sound – the short attention spans, the focus on trends, clicks, and followers, and the constant drama surrounding Dark Romance – I still have to defend booktok and its siblings. These platforms somehow manage to turn a pretty solitary hobby like reading into something you can share with others. I myself have made close friendship with several other content creators via bookstagram and booktok. Moreover, they have proven to (re)ignite a love for books in so many people. According to a study by Publishers Association, almost two-thirds of 16- to 25-year-olds say that booktok or book influencers in general have helped them discover a passion for reading.^[1] And as long as that’s the case, who cares where you got your next read?

Verena is a German bookie (this is what people call themselves who do not want to be tied to one platform). If you want to listen to her takes on recent books check her out under  @books_and_butterbeer on youtube, Instagram or tiktok.