From the WireNewsPublishers Weekly

Booksellers Add TikTok to the Toolbox

In the ever-evolving world of social media, booksellers have discovered a new and powerful tool to connect with their audience: TikTok. With over 175 billion global views, the hashtag #BookTok has taken the platform by storm, experiencing a remarkable 140% increase in total views over the past year. Encouraging users to participate in a Global #BookTok Challenge focused on “underrated reads” and small businesses, TikTok has provided bookstores with an unprecedented level of visibility and engagement. By utilizing popular hashtags such as #independentbookstore, #bookish, #indiebookstore, and #fallbooks, these stores have tapped into a community of passionate readers, eager to discover new literary treasures. While TikTok offers business accounts and representatives to assist in content development, many bookstores have found success through their own observations and creations. From discovering breakout authors to connecting with customers both online and in person, TikTok has become an invaluable resource for booksellers in promoting their appearances, identifying popular titles, and ultimately expanding their stores. Despite the time and effort required, the engagement and growth they experience on TikTok make it a truly worthwhile endeavor.

Booksellers Add TikTok to the Toolbox

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TikTok’s Impact on Booksellers

In recent years, TikTok has emerged as a powerful platform that can greatly influence various industries. One such industry that has seen a significant impact is bookselling. With the rise of #BookTok, increased visibility and engagement, and the platform’s assistance to bookstores, TikTok has become an invaluable tool for booksellers looking to connect with their audience and grow their businesses.

The rise of #BookTok

The TikTok hashtag #BookTok has taken the platform by storm, accumulating over 175 billion global views. This surge in popularity has translated into a 140% increase in total views over the past year alone. The hashtag has enabled users to discover new books, discuss their favorite reads, and engage with the vibrant book-loving community on TikTok.

Increased visibility and engagement

For bookstore owners and staffers, TikTok provides an opportunity to showcase their passion for literature and connect with a wider audience. By sharing curated book recommendations, hosting live Q&A sessions, and providing behind-the-scenes glimpses into their stores, booksellers have seen a boost in their visibility and engagement levels. TikTok’s algorithm, which prioritizes engaging content, has propelled certain booksellers to new heights, attracting followers and customers alike.

TikTok’s assistance to bookstores

Recognizing the power of TikTok in boosting small businesses, the platform has actively encouraged users to support independent bookstores and underrated reads. TikTok has urged users to participate in a Global #BookTok Challenge, where creators are invited to generate content highlighting lesser-known books and small businesses. This initiative has not only raised awareness about independent bookstores but has also resulted in increased sales for these establishments. Moreover, TikTok has designated representatives and business accounts specifically for bookstores, aiding them in developing effective content strategies and harnessing the platform’s potential.

Popular TikTok Hashtags for Booksellers

One of the key aspects of TikTok’s success is its effective use of hashtags. These tags enable content creators and users to categorize their videos and make them more discoverable. For booksellers, utilizing popular hashtags can significantly boost their reach and attract relevant audiences. Here are some of the most popular TikTok hashtags for booksellers:

#independentbookstore

The hashtag #independentbookstore celebrates and promotes local, independent bookshops. By incorporating this hashtag into their TikTok content, booksellers can connect with likeminded individuals who appreciate the unique charm and personalized experiences that independent bookstores offer.

#bookish

The #bookish hashtag encompasses all things related to books, literature, and reading. Booksellers can leverage this hashtag to engage with a broad community of book lovers and enthusiasts on TikTok. From book recommendations to must-read lists, including the #bookish hashtag can generate greater visibility and interaction for their content.

#indiebookstore

Similar to the #independentbookstore hashtag, #indiebookstore specifically targets independent bookshops on TikTok. This hashtag emphasizes the importance of supporting local businesses and encourages users to discover new reads from lesser-known authors and publishers. Booksellers who include this hashtag can tap into a community passionate about indie bookstores and build meaningful connections.

#fallbooks

As the seasons change, so do the reading preferences of many individuals. The #fallbooks hashtag is particularly popular during autumn and showcases books that are perfect for cozying up with during the cooler months. Booksellers can join in on this trend by recommending their favorite fall reads, creating themed book displays, and sharing nostalgic autumnal vibes to capture the attention of TikTok users looking for their next seasonal read.

Booksellers Add TikTok to the Toolbox

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Utilizing TikTok for Business

While TikTok was initially known for its entertainment value, the platform has evolved into a robust tool for businesses seeking to establish their online presence and engage with their target audience. Here are some key aspects of utilizing TikTok for business purposes:

TikTok’s business accounts

TikTok offers business accounts specifically tailored to meet the needs of brands, including bookstores. Business accounts provide access to enhanced analytics, allowing booksellers to track the performance of their content, gain insights into their audience demographics, and optimize their strategies accordingly. By utilizing a business account, booksellers can take advantage of TikTok’s promotional features and unlock additional resources to support their marketing efforts.

Benefits of creating original content

While TikTok provides access to a vast library of popular audio clips and trends, booksellers have found that creating original content yields the best results. By injecting their unique perspectives, showcasing their literary expertise, and offering personal insights into their favorite books, booksellers can establish themselves as trusted authorities in their niche. Original content not only grabs the attention of viewers but also helps differentiate bookstores from competitors and fosters a genuine connection with their audience.

Discovering breakout authors and connecting with customers

One of the greatest advantages of TikTok for booksellers is its potential to help them discover breakout authors and connect with customers on a deeper level. As TikTok users share their book recommendations and discuss their favorite reads, booksellers can actively listen and identify emerging literary talents that resonate with their audience. By staying attuned to the tastes and preferences of TikTok users, booksellers can curate their inventory to include trending titles and capture the attention of potential customers.

Promoting Store Appearances and Locations

TikTok offers a versatile platform for booksellers to effectively promote their store appearances and locations. By harnessing the creative possibilities TikTok offers, booksellers can generate excitement among their followers and encourage them to visit their physical stores. Here are some strategies for promoting store appearances and locations effectively:

Effective promotion through TikTok

Booksellers can utilize TikTok to create engaging content that highlights upcoming store appearances, book signings, or author events. By showcasing snippets of live events, sharing customer testimonials, or providing intriguing glimpses into the ambiance and atmosphere of their store, booksellers can captivate their audience and generate interest in visiting their physical locations.

Identifying popular titles to stock

TikTok serves as an excellent platform for booksellers to identify popular titles that resonate with their audience. By paying attention to the books that gain traction on TikTok, booksellers can quickly gauge which titles are in demand and adjust their inventory accordingly. This proactive approach ensures that the booksellers are well-equipped to meet the preferences of their customers and offer a selection of highly sought-after titles.

Enhancing online and in-person connections

TikTok offers an excellent opportunity for booksellers to forge connections both online and in person. By engaging with viewers through comments, responding to inquiries, and participating in conversations surrounding their content, booksellers can create a sense of accessibility and approachability. Additionally, by encouraging viewers to visit their physical stores and experience the ambiance firsthand, booksellers can cultivate a community of loyal customers who value the unique experiences provided by their establishments.

Booksellers Add TikTok to the Toolbox

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The Value of TikTok Engagement

While utilizing TikTok for business purposes requires effort and dedication, the rewards it offers to booksellers are well worth it. Here are some reasons why TikTok engagement holds immense value for booksellers:

Effort versus reward

Although maintaining an active presence on TikTok requires time and effort, the potential rewards far exceed the investment. The platform’s algorithm, which prioritizes engaging and high-quality content, greatly amplifies the visibility of booksellers who create captivating videos. By combining creativity, authenticity, and a genuine passion for literature, booksellers can build a loyal following and significantly expand their reach.

Growing stores through TikTok engagement

Engaging with the TikTok community can lead to tangible growth for bookstores. Whether it’s attracting new customers, increasing foot traffic to physical stores, or driving online sales, TikTok can have a direct and positive impact on a bookstore’s bottom line. By consistently providing valuable content and fostering meaningful connections with viewers, booksellers can create lasting impressions that ultimately translate into business growth.

In conclusion, TikTok has proven to be a game-changer for booksellers, revolutionizing the way they connect with their audience and promote their stores. From the rise of #BookTok to increased visibility and engagement, TikTok’s impact on the bookselling industry cannot be overstated. By utilizing popular hashtags, creating original content, and leveraging TikTok’s features, booksellers can effectively promote their store appearances and locations while enhancing their online and in-person connections with customers. Despite the effort required, the value of TikTok engagement for booksellers is undeniable, as it can result in significant growth and success for their stores.

Source: http://www.publishersweekly.com/pw/by-topic/industry-news/bookselling/article/93201-booksellers-add-tiktok-to-the-toolbox.html