A new era for literature
Here we are going to analyse and understand the overall impact of social networks on our book consumption and our relationship with books.
Let's start with a quick question: have you heard of booktok or bookstagram?
These are the names of reading communities on Instagram and TikTok that have existed since the 2010s and grew in popularity during COVID. However, today it is no longer just about discussing which books people have read and sharing reviews; it is about promoting a way of life.
Spoiler alert: as a reader, I check this kind of content on a daily basis. I have often answered the siren call, bought (and even adored!) books I would probably never have read or heard of otherwise. Does that make me a bookish fashion victim? Absolutely, yes.
Let us dive in!
For some time now, numerous posts on social media have been repeating the same catchphrase: “buying books and reading them are two completely different hobbies,” and with it, a new question has emerged: are books the new fast-fashion products?
Social media, and TikTok in particular, have changed the way people approach reading and the way they present themselves as readers: today, being a reader is no longer just about reading; it's also about adopting a lifestyle and a personality carved around books.
Some influencers have clearly understood it, and it has become a very profitable business. Content like massive book hauls or book unhauls, stories about the latest expensive online purchases, and merchandising sales of every bookish item imaginable are becoming a standard on Bookstagram and BookTok. And it is generating millions of views.
Videos of people building their dream library by buying THE bookshelf model from a famous Swedish furniture brand and filling it with hundreds of books bought on a no-less-famous online store (aka The Everything Store) are now a trend. And it generates views, likes and money especially!
Buying tons of new books online is an undeniable pleasure, yet is the temptation worth the hype, considering you might end up giving half of your books away because you never read them or because they don’t fit your aesthetic anymore?
Celebrities also use books to make themselves look more intellectual, not only with the publication of celebrity memoirs or the creation of exclusive book clubs, but also as a fashion statement. Vogue magazine published an article in October 2024 where they stated that :
“It makes sense, after all: books carry a social and intellectual cachet. What people read (or, at the very least, appear to be reading) conveys far more than a regular paparazzi shot.”
And guess what? Now books are on the runway too! By reading this article in Women’s Wear Daily, you’ll be amazed to learn that some Spring 2025 Haute Couture shows in Paris (like Chanel, Dior or Armani Privé) were inspired by famous writers, such as Samuel Beckett (Waiting for Godot) or Robert Harris (Conclave) to create exclusive outfits.
What about reading and sharing an honest opinion on social media? Sure, a lot of people still do it, but it generates far less clickbait than general bookish content, and it comes with its share of conflicts, insults and threats (yes, we are still talking about books).
On the other hand, if you are looking for recommendations, there is a fair chance that you’ll find posts and reels promoting the same content.
Looking for a new romance novel? Check the latest book written by Coleen Hoover or Emily Henry! You’d rather read fantasy? Two series written by Sarah J. Maas, with some of the most popular tropes on social media, such as enemies-to-lovers or forced proximity, are waiting for you!
All of these authors are equally skilled in their own way, but it has to be said: they are among those the algorithms promote the most.
And because they are popular and constantly appearing in our feed, everyone is talking about them on social media; we have come full circle.
According to the ISBN Database, “UNESCO estimates that 2.2 million books are published every year”.
How do libraries navigate through this? Are the social media trends drowning them for the benefit of the online store?
Well, in fact, no! Many libraries are able to take advantage of the rise of the bookish communities on social media. And some bookshops specialised in specific genres have even opened in the past few years, such as Lovestruck Books (2025) and Octavia’s Bookshelf (2023).
The libraries of the City of Marion have “vibrant community spaces that help thousands of people find all sorts of information for enjoyment and lifelong learning.” They even made one of their employees, Denise, become one of the most liked recurring characters on their Instagram account.
There are also good aspects in the bookstagram and booktok communities. Many influencers promote the libraries by reminding their audience that they are free public services, accessible to everyone and should remain that way, especially in these troubled times.
That being said, it is a good reminder that libraries must adapt themselves to a constantly changing environment, and that nothing can be taken for granted, especially when it comes to technology.
So, it is fair to say that even if bookstagram and booktok have their dark side, these book communities are an efficient (and inevitable) solution for libraries in order to gain visibility to audiences who do not yet visit libraries. We librarians must adapt and learn how to use different book communities correctly.
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Dès mon plus jeune âge, les livres m'ont ouvert des fenêtres sur le monde. Chaque page tournée était une nouvelle aventure, chaque histoire m'a aidée à construire mon imagination et mon esprit critique. Cette fascination pour le monde des livres m'a naturellement menée vers ma vocation, devenir agente en information documentaire. Mon but est de continuer à connecter les gens avec les bons livres et les bonnes ressources numériques. Il me tient également à cœur de rester engagée dans la mission primordiale des bibliothèques : promouvoir l'accès à la culture pour tous les publics malgré les nombreux défis qui s'imposent.
