Additional Notes from US Book Show 2022: Session on "Tik Tok and Books"

Another session I listened to after the conference. This is my last set of notes for the conference this year.

 

This panel featured a BookTok influencer (just one by the way) and rest were book publisher marketing representatives. Part of the reason I listened to this panel was curiosity. A couple of people have suggested to me that I should give Tik Tok a try. I remain skeptical. I recently launched a YouTube channel, bare bones as it is, and to add another bit of work filming content, even if it is very short, sounds like more of a work burden and perhaps too high a price for whatever little additional exposure I may get as reviewer, writer, and cartomancer. But, in part to be aware, I listened to what they had to say.

• As of 2022, Tik Tok has experienced large growth and has become the 3rd most popular social media platform with 1 billion active users as of this year. They are 3rd behind Facebook and Twitter. (Publishers are basically tripping themselves with interest in TikTok, or BookTok, as the niche community of book talkers and reviewers is known, due to the platform's very high engagement numbers. Not too shabby for a channel that features videos of 1 to 3 minutes in length.)
• The short form video is appealing to TikTok users. They also mention that finding content on TikTok is easier versus finding content on YouTube. Overall, this is still about the algorithms both platforms use. 
• They cite the "authenticity" in TikTok, that videos there are less staged than in other platforms. (Given some TikTok videos I have seen, they can be just as staged as any other platform.) In theory at least, there is less need to edit, and users say that is appealing. 
• Diversity of voices is cited as a good element in TikTok (so far in the panel, everyone is just gushing about the service like it's the 2nd Coming). 
• The main demographic is 18-34 years old, and it is mainly women (women predominance is consistent in social media overall). Males may or not exist in BookTok it seems, or if they are there, it is in very niche communities, so not as visible. 
• Common BookTok genres that "work well" include romance, romantic comedy, and fantasy. Also some literary fiction. 
• (In a way, the publishers here sound a lot like many librarians back in the Library 2.0 days, as in wanting to be in spaces where they may or not be wanted.) 
• The panel's lone BookToker argues there are niche areas for some genres, depending on interests. The platform has progressed a bit according to them. 
• They may find new books to read from follower suggestions. Finding other BookTokers they like and trust. 
• Sponsored content does not do well on TikTok. Like other reviewers, publishers and authors, especially indie authors, need to tailor their communications to potential reviewers on BookTok. Mass e-mails get mostly ignored (and as a reviewer, I can agree with that. Mass e-mails asking for a random review are e-mails I delete). It is better for authors and publishers to do their own research, find fans of whatever genre they write in or market, and go from there. 
• On publishers reaching into TikTok. (And by the way, let me say again they needed more than one BookTok influencer on this panel.)
• Pay attention to what people are interested in. Making contacts and networking are important. Keep in mind a BookToker may not be interested in your specific book, but they are likely to know someone who does, and if you have a good relationship with the influencer they may be willing to pass the book suggestion on down their network. 
• Overall, BookTok cannot be forced. It needs to be organic. 
• A question I wish they had answered but left "for a later panel" was how to find time for TikTok. (I would have liked the answer now. Managing social media for me to share my blogging and writing takes a chunk of time as it is.) 
• Is TikTok a flash in the pan? The influencer thinks it will stay. (Personally, I am skeptical.) 
• Currently, TikTok is growing, especially BookTok. BookTok is a reviewers' platform mostly. Not all book authors need to be on TikTok, or if they are, they need to do authentic things other than peddling their books; authors already have made that mistake on other platforms like Facebook and Twitter, and they need to learn from that mistake. An author "messing up" is basically a "death sentence" on BookTok (i.e. being racist, homophobic, etc.) as BookTokers will just ignore and block them. Also, an author bitching about a bad review is a big mistake, again, one that will earn an author getting ignored and blocked. 
• Transparency for everyone is essential on BookTok.