The real data behind BookTok

Just before Christmas 2019, a friend who worked at a major UK publisher messaged me to ask whether I could help advise them on how to get onto TikTok. They had seen the first ripples of the app’s success breaking on the shore, and thought it may be useful to try and meet the next generation of readers where they’re most comfortable. They knew I was writing my own book on TikTok and wanted some help.

In the end, it came to nothing, but the industry has finally woken up to the power of TikTok – at just the right time.