What happens to BookTok and readers if TikTok is banned?

BookTok reshaped publishing, boosting authors and readers. Experts discuss the impact if TikTok is banned.

BookTok, the thriving TikTok community that reshaped the publishing industry, faces uncertainty as the Supreme Court debates TikTok’s future in the U.S.

If the platform is banned, authors, readers, and publishers are left wondering about the fate of this digital book haven.

Emerging during the 2020 pandemic, BookTok turned into a powerful marketing tool for authors. Viral content skyrocketed sales for authors like Colleen Hoover, whose romance book sales surged 693% from 2020 to 2021, and Sarah J. Maas, who fueled a 75% revenue boost in 2024. The platform allowed self-published authors to gain traction, with viral creators like Alex Aster securing book deals.

Regina Brooks, president of the Association of American Literary Agents, described BookTok as a “cost-effective marketing tool,” enabling authors to engage directly with fans and build authentic connections.

The algorithm-driven platform brought together niche reading communities, supporting creators like Rachael Beck, who transitioned to full-time business thanks to TikTok. However, the loss of TikTok would mean adapting to less effective platforms like Instagram, where content often reaches smaller, less engaged audiences.

Despite the uncertainty, experts believe readers and creators will adapt. “There’s always going to be an iteration of this. It’s about community,” says Pamela Jaffee, senior director at Bloom Books. Industry professionals expect readers to carry forward the passion and innovation fostered by BookTok, potentially sparking new platforms and creative marketing strategies.

While BookTok’s future hangs in the balance, its impact on readers and publishing has already laid the groundwork for a more connected and dynamic book industry.