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But since June, it’s sold an average of 17,ooo copies per week thanks to passionate fans sharing the book on the app.Īs an avid reader and a Millennial who does not quite grasp the trends of today’s youths, I tend to lean more on “Bookstagram” (Instagram’s readers) for my book recommendations. Case in point: Publishers Weekly reported that Colleen Hoover’s 2016 novel, It Ends With Us, about a young woman who finds herself in an abusive relationship, rarely sold more than 100 copies per week after an initial spike in popularity when it was first published. Publishers have noticed these so-called “BookTokkers” generate renewed interest for backlist books, leading to a spike in sales. However counterintuitive it may seem to get book recommendations from short videos on an app, this corner of the Internet is making its mark. Or maybe, just maybe, you picked up a book because you saw it on the “As Seen on TikTok” display at your local Barnes and Noble. Or you had to push through throngs of people trying to see the app’s latest star live. Maybe you spent part of this summer trying to save your milk crates from being used for a viral challenge. Let’s face it: Even if you’re resistant to the ways of TikTok, you’re not impervious to the effects of the clock app.