A Ban on TikTok appears imminentand members of TikTok’s thriving communities, like #BookTok#PerfumeTok and #MovieTok will need to find new platforms to connect.
BookTok is not only a thriving community, but a space where people can build careers. For example, Eli Rallo is a published author who gained popularity on TikTok with its creator Kierra Lewiswho joined forces with Audible And Starz of the content of his viral book. According to Forbessince the rise of #BookTok in 2020, bookstores like Barnes & Noble have seen sales increase by 14%.
“A ban would likely drive a significant number of consumers who discovered their passion for reading on this platform to seek alternative online spaces for community, book recommendations and to interact with other readers,” Ian Morris said. , CEO and co-founder of recommendation platform Likewise, on the impact of #BookTok creators and followers if TikTok took place.
As the potential ban becomes more serious, the creators of these communities are turn to other platforms like YouTube and Instagram to maintain their links and reach new audiences. With YouTube Shorts and Instagram Reels regularly updating their features to cater to short-form content creators, both platforms are positioning themselves as alternatives to TikTok.
Reddit, Substack, YouTube and Instagram
Substack and Reddit are good options for creators who are part of specific subgroups and want to engage in meaningful discussions, said Julianne Fraser, founder and CEO of influencer marketing company Dialogue New York. These platforms have smaller communities than TikTok, “but are great ways to diversify and test new audiences.”
YouTube and Instagram have engaging tools for creators or community members #FragranceTok and #BookTok, said Kelly Ayres, director of SEO at Jordan Digital Marketing. For example, Stories offer interactive features like polls and Q&As, and carousel posts are great for sharing reviews and recommendations.
And YouTube has an advantage over other platforms for these communities by offering both short-form and long-form content options.
“Creators can easily transition by repurposing their existing TikTok videos for YouTube Shorts while creating more in-depth content, like in-depth reviews or tutorials,” Ayres said.
Since December, #BookTok has over 42.2 million posts on TikTok. This inspired readers must share a book’s impact on themimproved discovery and contributed to the resurgence of physical bookstores.
Morris said the community has played a role in the success of authors such as Colleen Hoover, known for her hit book and film. It ends with us, and Taylor Jenkins Reid, whose novel The Seven Husbands of Evelyn Hugo is being adapted by Netflix.
@kellyclarksonshow #booktok I just gained a new member! @Kierra Lewis #fourthwing #kellyclarkson ♬ original sound – Kelly Clarkson Show
Communities like #BookTok allow small brands to reach global audiences, which is more difficult on other social media platforms, said Samantha Hicks, managing director of talent agency Shine Talent Group.
“These groups, which don’t exist elsewhere, create organic, community-based reviews in the comments, amplifying products like Byredo perfumes and local spots while giving small brands global reach,” Hicks said. For example, that of the creator Paul Fino content on TikTok finding new and unique perfumes that many might not have heard of without #PerfumeTok.
But communities rarely overlap platforms
To keep their audiences informed and engaged, creators are sharing more and more information on other platforms where they can be found to keep their subscribers.
However, for communities like #BookTok and #MovieTok, this comes with its challenges.
“Communities generally don’t overlap between platforms,” Fraser said. “Pinterest, for example, offers an interesting alternative to #BookTok given its functionality as a search engine rather than just a social network.”
Fraser also noted that niche community creators can diversify their content by encouraging their followers to access exclusive material on platforms like Patreon and connecting with audiences across multiple platforms.
Due to fluctuations in social media platforms, creators are increasingly looking for ways to connect directly with audiences by launching blogs, websites, or newsletters.
“More creators are recognizing the importance of ‘owning your audience’ and have taken steps to attract their subscribers to newsletters or other more private community spaces,” said Natalie Silverstein, director of the innovation at Collectively.
