In the past few years, TikTok has become a cultural phenomenon, influencing various industries, including the book industry. The literary corner of TikTok, known as BookTok, has gained considerable power, with viral recommendations catapulting unknown authors into the spotlight and boosting the sales of backlist titles. This democratizing force has allowed diverse authors and books to thrive, disrupting the traditional gatekeeping of the publishing industry. However, recent developments suggest that TikTok’s influence might extend even further, as its parent company, ByteDance, files a trademark for a publishing company named 8th Note Press. This move raises concerns about the potential impact on the book publishing industry and the dynamics between social media platforms and traditional publishers.
The Power of BookTok
BookTok has emerged as a platform where readers and authors can challenge the stratified nature of book promotion. Unlike traditional publishing, where marketing resources are primarily allocated to lead titles, BookTok allows anyone to propel a book to success through viral recommendations. Cecilia Beard, writing for Catapult, describes BookTok as a community that welcomes diverse authors and books, giving them a chance to shine. The platform’s simplicity and reach have proven to be staggering, as seen when a single TikTok mentioning a book led to its sold-out status on Amazon within 72 hours. This level of disruption challenges the notion that a massive marketing budget or a traditional publisher is necessary for a book to reach bestseller status.
The impact of TikTok on the book world extends beyond BookTok itself. Big-box bookstores have dedicated shelves to trending books, influenced by the platform’s recommendations. BookTokers have also engaged in paid partnerships with publishers to promote titles to their audiences. Even publishers have joined TikTok to market their books, although the platform’s discerning users quickly dismiss anything that appears inauthentic or corporate. While these efforts may seem clunky, they demonstrate the book world’s attempts to embrace and adapt to TikTok’s influence.
The Birth of 8th Note Press
On April 20, a subsidiary of ByteDance filed a trademark for 8th Note Press, a publishing company with a social media twist. The trademark filing covers various book formats and mentions downloadable software for connecting users to virtual communities. A job posting for an “Online Publishing Lead” hints at the power and promotional advantages that this outfit might wield. By utilizing their data strength and promotional capabilities, 8th Note Press aims to help writers find their target readers and make their books go viral both online and offline. This move by ByteDance signals a potential full-circle relationship between TikTok and the publishing industry.
The Threat to Traditional Publishers
While TikTok’s foray into publishing holds promise for authors and self-published works, it also poses a threat to traditional publishers. If the TikTok algorithm prioritizes videos featuring books from its sister company, it could hinder the organic virality of lesser-known titles. Moreover, the promotional advantages of 8th Note Press could give it an edge over traditional publishers when it comes to signing self-published authors with existing audiences. Traditional publishers are concerned that ByteDance could manipulate the scales in favor of its own projects, diminishing the chances for under-the-radar titles to gain attention and succeed.
The news of 8th Note Press comes at a time when the book publishing industry is grappling with declining sales, layoffs, and the closure of outlets that offer books coverage. In the first half of 2023, book sales were down compared to the previous year, and long-time editors from Penguin Random House accepted buyout packages while others faced layoffs. As social media becomes an increasingly vital avenue for readers to discover new titles, its reliability is also called into question. Twitter, a critical tool for writers to share their work and build their platforms, is losing users due to functionality issues and a perceived right-wing drift. These challenges further complicate the already difficult task of reaching readers.
While TikTok’s expansion into publishing may be seen as a threat to traditional publishers, it also risks diluting the authenticity and subversive potential that made BookTok so compelling. The platform’s initial allure lay in its ability to empower readers to champion the books they genuinely loved. However, with TikTok’s pivot towards profit, the grassroots thrill of discovery and the possibility of sleeper hits may be compromised. If the algorithm determines which books people see, the organic enthusiasm and passion-driven community of readers may be overshadowed by videos that feel forced and inauthentic.
The Randomness of Publishing
Publishing has always been a realm of uncertainty and randomness. Markus Dohle, the former CEO of Penguin Random House, once humorously remarked that everything in publishing is random. Success, bestsellers, and the fate of authors are all subject to chance. While this statement should be taken with a grain of salt, it highlights the reality that most authors do not earn back their advances. In this context, the potential return on investment offered by a viral TikTok recommendation becomes an enticing prospect. The chance for a self-published writer to reach a wide audience through BookTok or 8th Note Press might be an opportunity worth pursuing.
The emergence of TikTok and its subsequent influence on the book publishing industry has been both transformative and disruptive. BookTok has democratized book promotion, allowing diverse authors and lesser-known titles to gain recognition and success. However, TikTok’s expansion into publishing with 8th Note Press raises concerns about the impact on traditional publishers and the potential loss of authenticity in book recommendations. As social media platforms continue to evolve and book sales face challenges, the dynamics between TikTok, traditional publishers, and readers are at a critical juncture. The future of the book publishing industry hinges on striking a delicate balance between technological advancements and preserving the passion-driven community that has made books a cherished part of our culture.
