Time is officially running out for TikTok.
What once seemed far-fetched now seems more real than ever. After a long and contentious battle – with TikTok arguing that a ban would be unconstitutional and violate the right to free speech, and lawmakers citing concerns about data privacy and foreign influence – the app recently lost his legal efforts in the D.C. Circuit of the United States Court of Appeals.
Currently at the Supreme Court, there is no indication that the justices will overturn the current legislation at the January 10 hearing. Although some still hope that President-elect Donald Trump save the app (although she supported the measure four years ago), the ban should come into force on the eve of his inauguration – with his capacity for intervention still uncertain.
If the Supreme Court upholds the current legislation, TikTok will be banned in the United States on January 19, 2025. So there are only 11 more days left to say goodbye to the app.
Today, TikTok is loved by more than 170 million Americansmany of whose communities and livelihoods are intertwined in its digital playground. And while many would feel the repercussions of a ban, few would feel the loss as deeply as the BookTok Community.
A book sales center
Over the past few years, BookTok has made its mark on the literary world. With more 71.7 billion views on the #BookTok hashtag (for comparison, #dance, a topic many equate with the popularity of TikTok, has 449 billion views), BookTok has inspired many, including Generation Z consumersto discover a passion for reading. Its influence is so profound that ByteDance, TikTok’s parent company, recently launched its own publishing arm, 8th Note Press, to capitalize on its own reach and virality.
TikTok has become a major driver of readership and book sales for the publishing industry and authors. A Study 2023 found that nearly half of US users are actively reading more books due to their exposure to BookTok, with 60% of users reporting an increase in their overall reading activity.
Data from NPD Group shows that books by popular authors on BookTok saw a 66% increase in sales compared to previous years, with authors like Taylor Jenkins Reid (The Seven Husbands of Evelyn Hugo) and Madeline Miller (The Song of Achilles) reaching new heights thanks to the platform’s dynamic subculture.
BookTok has also had a significant impact on the retail landscape. Although the considerable impact of TikTok on consumer purchasing behavior is undeniable…55% of TikTok users say they have purchased something from a brand or product after seeing it on the platform: retailers like Target and Barnes & Noble have visibly capitalized on the virality of the application. Many have probably spotted “As seen on #BookTok” signage in more than one place during the holiday season alone! Even physical bookstores have seen a resurgence thanks to the broad reach of the movement.
A wake-up call for marketers
The TikTok debate goes well beyond its impact on the publishing world. BookTok is a great example of the influence of niche communities in today’s digital ecosystem and their ability to drive massive engagement and sales.
The potential loss of TikTok raises a fundamental question for marketers: What happens when a platform that has played such a central role in your marketing strategies suddenly disappears? Those who are only thinking about this question now are already late. But all is not lost.
Marketers across all industries (from publishing to retail and entertainment) should take a moment to evaluate their reliance on any given channel and begin diversifying their marketing efforts. Apps like YouTube are already attracting the attention of creators, brands, and publishers to meaningfully connect with consumers. A recent HubSpot study found that YouTube remains one of the most effective social media platforms for brands and a prime place for consumer engagement.
Likewise, small entertainment discovery apps are seeing a renewed interestwith all of the Big Five publishers, plus dozens more, now advertising on these platforms as TikTok’s potential loss draws closer.
It’s time to act now
TikTok has been a boon for marketers in publishing and beyond, allowing brands, authors and creators to build community and shared experiences with consumers. But as many are learning with a possible TikTok ban, putting all your eggs in one basket is risky.
In an age defined by social engagement and social connections, reaching audiences and nurturing communities is essential to success. Community engagement needs to be conducted across many platforms, both to mitigate the risk associated with a TikTok ban and because, as we have seen time and time again, consumer interests and behaviors, particularly in regarding social media platforms, may be subject to change. quite inconsistent.
Consumers are looking for authentic, trusted recommendations and experiences, and brands must prioritize spaces that deliver these qualities while fostering shared experiences and community. Without it, marketers risk losing more than just revenue: they risk losing relevance in an increasingly digital and community-driven world.
Time is running out for TikTok; the literary world and marketers everywhere must act.
