[5] By 2021, publishers began to reach out to popular creators to collaborate with them to promote specific titles or offer free books.
[9] Melissa Blair, an Anishinaabei user, was revealed to be the author and the book sold about 4,000 copies in the weeks prior.
[12] BookTok has its own culture in the digital world with videos being reposted on Instagram, Facebook and other social media platforms.
[13] BookTok features a variety of content geared towards these audiences such as reviews, book hauls, cosplays, or acting out various scenes.
[14] In this digital space smaller groups are formed on outside servers such as discord and books are able to become more or less popular because of this platform.
[15][better source needed] The BookTok space had been linked to an increase in the desire to read outside of classrooms[16] as well as reacting/rating books emotionally rather than from a solely critical standpoint.
[17] Another popular aspect of the community culture in BookTok is the open discussion and the idea that users are reading the books together.
[22][23] There have also been cases of authors receiving publishing deals for unpublished works that went viral on the app, such as Alex Aster's Lightlark.
[26][4] Many retailers view BookTok as an organic marketing method, as readers find what is trending through the posts and want to read the books in order to engage with the community.