TikTok Communities Like BookTok and MovieTok Need a New Home

A TikTok ban appears imminent, and members of TikTok’s thriving communities, like #BookTok, #PerfumeTok, and #MovieTok, will need to find new platforms to connect.

BookTok is not just a thriving community, but a space where people can build careers. For example, Eli Rallo is a published author who gained popularity on TikTok along with creator Kierra Lewis, who has partnered with Audible and Starz from her viral book content. According to Forbes, since the rise of #BookTok in 2020, bookstores like Barnes & Noble have seen a 14% increase in sales.

“A ban would likely push a significant number of consumers who’ve discovered their passion for reading on this platform to seek alternative online spaces for community, book recommendations and to engage with other readers,” said Ian Morris, CEO and co-founder of recommendation platform Likewise, about the impact of #BookTok’s creators and followers if TikTok would take place.

As the potential ban becomes more serious, creators from these communities are turning to other platforms like YouTube and Instagram to maintain their connections and reach new audiences. With YouTube Shorts and Instagram Reels regularly updating their features to cater to short-form content creators, both platforms are positioning themselves as alternatives to TikTok.

@elirallo

♬ original sound – Eli Rallo

Reddit, Substack, YouTube, and Instagram

Substack and Reddit are good options for creators who are part of specific subgroups and want to engage in meaningful discussions, said Julianne Fraser, founder and CEO of the influencer marketing company Dialogue New York. These platforms have smaller communities compared to TikTok, “but are great ways to diversify and test new audiences.”

YouTube and Instagram have attractive tools for creators or community members of #FragranceTok and #BookTok, said Kelly Ayres, the director of SEO at Jordan Digital Marketing. For instance, Stories offer interactive features like polls and Q&As, and carousel posts are ideal for sharing reviews and recommendations.

And YouTube has an advantage over the other platforms for these communities by offering both short—and long-form content options.

“Creators can easily transition by repurposing their existing TikTok videos for YouTube Shorts while also creating more detailed content, such as in-depth reviews or tutorials,” said Ayres.

As of December, #BookTok has more than 42.2 million posts on TikTok. It has inspired readers to share how a book has impacted them, improved discovery, and contributed to the resurgence of physical bookstores.

Morris said the community played a role in the success of authors such as Colleen Hoover, known for her hit book and movie It Ends With Us, and Taylor Jenkins Reid, whose novel The Seven Husbands of Evelyn Hugo is being adapted by Netflix.

@kellyclarksonshow #booktok just gained a new member! @Kierra Lewis #fourthwing #kellyclarkson ♬ original sound – Kelly Clarkson Show

Communities like #BookTok let smaller brands reach global audiences, which is more challenging on other social media platforms, said Samantha Hicks, managing director of talent agency Shine Talent Group.

“These groups, which don’t exist elsewhere, create organic, community-driven reviews in comments, amplifying products like Byredo fragrances nd local spots while giving smaller brands global reach,” said Hicks. For example, creator Paul Fino’s content on TikTok finding new and unique fragrances many may not have heard about without #PerfumeTok.

But communities rarely overlap platforms

To keep their audience informed and engaged, creators are increasingly sharing information about other platforms where they can be found to keep their followers.

However, for communities like #BookTok and #MovieTok, this has its challenges.

“Communities generally do not overlap across platforms,” said Fraser. “Pinterest, for example, offers a strong alternative for #BookTok given its functionality as a search engine rather than solely a social network.”

Fraser also noted that creators of niche communities can diversify their content by encouraging followers to access exclusive material on platforms like Patreon and by connecting with audiences across multiple platforms.

Due to the fluctuations of social media platforms, creators are increasingly looking for ways to connect directly with audiences by launching blogs, websites, or newsletters.

“More creators are recognizing the importance of ‘owning your audience’ and have made moves to drive followers to newsletters or other more private community spaces,” said Natalie Silverstein, chief innovation officer at Collectively.