One potential solution to the uncertainty caused by the possible ban of TikTok is cross-platform engagement. Letitia Asare, a resident of New York, is proactively preparing for this scenario by following her favorite content creators on various platforms such as Instagram, YouTube, and Substack. She fears losing touch with them if TikTok becomes unavailable and wonders if these creators will be able to sustain their audiences or if their hard work will go unrecognized. Despite the ban being specific to the U.S., Nic Marna, known as @bookbinch to his followers in Montreal, also feels the impact. He observes a sense of urgency among creators, with everyone seemingly in a state of upheaval. Marna has taken steps to promote his YouTube channel more within his TikTok videos and invest more effort into his Substack, as a significant part of his bookish community resides in the U.S. He acknowledges the need to adapt to the shifting landscape, recognizing the potential shift in his interests if his connections on TikTok disappear.
The emergence of alternative platforms like Bookstagram offers a lifeline to the literary community amidst the looming TikTok ban. Dominique Raccah, publisher and CEO of Sourcebooks, draws parallels to India’s TikTok ban in 2020, where users migrated to Instagram and YouTube for similar video content. Raccah suggests keeping an eye on platforms like BlueSky and Threads for potential growth opportunities. Letitia Asare anticipates that platforms like Substack and YouTube could attract literary fiction enthusiasts seeking in-depth discussions and analyses. She acknowledges the irreplaceable nature of TikTok and the potential void its absence may create, necessitating an adjustment period for users.
Letitia Asare, an active user on BookTok and Bookstagram under the handle @bookshelfbyla, notes the differences in search functionality between the platforms. While BookTok offers curated recommendations based on specific searches, Bookstagram lacks this feature. YouTube is another alternative, but the pressure to produce high-quality videos can be daunting. Rachel Whitehurst, who heads the literary marketing company The Nerd Fam, anticipates a period of community rebuilding post-TikTok ban, emphasizing the platform’s accessibility and engagement that facilitated rapid growth.
The accessibility and discoverability of TikTok have empowered individuals like Carr to share their book reviews and opinions. Carr highlights the inclusivity of TikTok, where everyone has a chance to be heard, fostering a sense of community among like-minded individuals. However, concerns arise regarding the potential shift to platforms like Instagram or Threads, especially in light of Meta’s decision to scale back content moderation measures. Creators express apprehension about the possibility of increased hate speech and negative comments on these platforms, particularly impacting marginalized voices.
In light of the potential TikTok ban, some users are considering exploring new platforms as alternatives to ensure the safety of their content. While acknowledging the role TikTok has played in providing a platform for creators, there is a growing sentiment among some users that it may be time to seek out new spaces for expression. For individuals like Wright, the allure of fresh avenues for discussing topics like books is becoming increasingly appealing. She expresses a desire for a different kind of environment free from the transient nature of TikTok’s content.
Expressing a sense of saturation within the BookTok community, Wright reflects on the current landscape and questions the future trajectory of the platform. She highlights concerns about the overemphasis on certain books and the seemingly fleeting nature of the discussions taking place. Wright suggests that BookTok may have reached its peak and speculates on the impact of the proliferation of Advanced Reader Copies (ARCs) and paid promotional opportunities on the platform.
In response to the evolving dynamics of the online literary community, Sera Wright and Emma Berry have joined forces to create “Readin’ Magazine,” a new publication dedicated to catering to the interests of readers. The magazine is set to launch on February 1st and has already garnered significant interest from volunteers eager to contribute to various columns, book discussions, and interviews styled after the Y2K era.
Reflecting on her experience, Wright acknowledges the transformative impact TikTok has had on her life while underscoring the importance of smaller, more intentional communities that exist beyond the confines of the app. She emphasizes the potential for growth in these alternative spaces to foster deeper connections and conversations among book enthusiasts.
Looking ahead, Berry envisions a future where BookTok continues to expand and thrive outside of TikTok, tapping into diverse platforms to cultivate a robust and engaged community. The shifting landscape of social media and digital content creation presents both challenges and opportunities for users to explore new avenues for connecting with like-minded individuals and sharing their passions.
Clare Mulroy, USA TODAY’s Books Reporter, serves as a vital voice in the literary world, offering insights into trending releases, engaging with authors, and delving into the rich tapestry of reading culture. Readers are encouraged to connect with her on Instagram, explore her recent articles, or share their current reading preferences via email at cmulroy@usatoday.com.
As the future of TikTok remains uncertain, the question lingers: where will BookTok find its next community if faced with a potential ban? Amidst this backdrop of change and adaptation, the resilience and creativity of users like Wright and Berry signal a promising future for the online literary landscape, with new ventures and platforms emerging to cater to the diverse interests and needs of readers worldwide.
