As part of my Assignment X, I discussed the importance of third place—a physical gathering place outside of home and work or school for people to connect. I touched on the challenges of forging and maintaining in-person connections due in part to our reliance on modern technology and social media. For my reflection on hyperlinked communities, however, I am going to shift gears just a bit and delve into one positive outcome of social media that can and should be utilized by libraries to promote literacy and a general love of reading.
I have a somewhat unique position as both an author and a reader who has experienced the rise of #bookstagram and later #BookTok from both sides. As an author, I have used Instagram and TikTok to connect to readers with my books, and have also observed how readers “spread the love” of their favorite reads and introduce their followers to new books every day. As a reader, I have also been part of that community. Further, though I realize this is anecdotal data, I have encountered many individuals indicating they were never readers but now love to read thanks to book-forward social media content. As I move into librarianship, that experience and knowledge has been a spark of excitement and great potential for connecting with patrons, particularly the up-and-coming generations. But how can we use social media effectively to connect with and relate to our younger patrons?
A quick tick on #BookTok
TikTok’s BookTok subculture (#BookTok) is just as it sounds: a community where books are the primary focus (Dera, 2024). Generally, TikTok users skew towards the younger age groups; similarly, the BookTok subculture is mainly comprised of Millennials and Gen Z (Dera, 2024; see also Jensen, 2022). Other characteristics include being a tight-knit member base that naturally excludes non-readers thanks in part to the platform’s algorithm behavior. Additionally, there is a canon and history to the popular and trending genres and books over time: for example, YA was most popular in the early #BookTok days (i.e. just before COVID) but has since been overtaken by romance and fantasy. Further, the nature of the platform and community enables increased connections to readers and authors from marginalized groups. Tropes, character types, themes, and community memes that key into emotional reactions, needs, or particular vibes are king (see Jensen, 2022). Dera (2024) also noted that BookTok has transcended the virtual boundary; for example, teens discuss or share books they discovered on TikTok with their real life friends. Regarding the content itself, users typically employ strong affective components to further draw in and connect with followers (see Dera, 2024). The fervor of TikTok’s #BookTok community propelled a rise in book sales across the board and even led to many book series becoming television series (Brown, 2022a; see also Dera, 2024; Jensen, 2022). Ultimately, the true net positive was the creation and building of a community centered around books and reading (Brown, 2022a; Dera, 2024).
Below are two BookTok videos from two book influencers on TikTok utilizing emotion-driven content and humorous community “canon” (respectively) to connect with and relate to their viewers.
@yannareads Its safe to say, I AM UNWELL 🙆🏼♀️ #ironflame #forthwing #booktok #books #tbr
@courtneystbr Which ones are you guilty of? Bc it’s definitely all of them for me😭😭 #romantasybooks #romantasybooks #romantasybooktok #fourthwing #booktok #bookrecs #throneofglass
Meet them where they are
As librarians working with social media, it is necessary to understand what platforms our patrons are using and how they are using it. For example, targeting senior patrons’ interests on TikTok would not be as effective because older generations predominantly use Facebook as their social media platform. According to Pew Research Center (2025), 57% of American adults aged 65 and over use Facebook while only 12% of that same group uses TikTok. Conversely, 63% of American adults aged 18 to 29 use TikTok: their usage is the highest of any age group. Not to forget Instagram, the age 18-29 group also boasts the highest usage at 80%, compared to only 19% of the 65+ group. I use these two bookend age groups to signify the difference in social media usage. As such, we must meet them where they are in the virtual world if we wish to make meaningful and effective connections.
A video is worth a million words
One of my goals as a future youth services librarian is to tap into BookTok to better connect with our Millennial, Gen-Z, and eventually Gen-Alpha patrons. Currently, as a circulation aide, I have little input into our library’s social media (we primarily use Facebook and Instagram, but we could utilize them better). However, I hope to see it utilized in the future. I feel it can be a powerful way to generate the seeds of connection. What could begin as virtual social connection could translate to in-person social connection. After all, one of the biggest challenges faced by libraries (especially those in smaller communities) is simply getting people in the door. What better way than by putting a little of ourselves out there and lead with humor, warmth, camaraderie, and a message of welcome?
Below are a some examples of two libraries who are keying into the #BookTok community. I encourage you to check these out and also explore other hashtags such as #librariansofbooktok, #librariansoftiktok, and #librarytiktok.
Fowlerville District Library (Michigan)
I enjoyed this simple TikTok utilizing humor to connect with a common problem among most readers: picking that ONE favorite book! It has the dual effect of making the librarian (and by extension, the library) feel more relatable and approachable. The video utilizes the #BookTok hashtag as well as several library/librarian subcommunity hashtags.
@fowlervillelibrary The struggles of working in a library…😂#Inverted #librarytiktok #booktok #librariesoftiktok #librarian #librariansoftiktok #library #librarybooks
City of Marion Libraries (Australia)
This TikTok honestly made me want to visit this library. It conveys subtle humor while also projecting a welcoming vibe. Their entire TikTok has some fantastic examples of connecting with the #BookTok community, but this one in particular tickled me.
@cityofmarionlibraries The library will never let you down 💕📚 #marionlibraries #librariesoftiktok #librariansoftiktok #booktok
Do you use social media to connect with your patrons? I would love to hear what you are doing in your libraries. Or, please share your thoughts about libraries connecting with the #BookTok or #Bookstagram communities!
References
Brown, H. (2022a, October 20). The influence of #BookTok. The Prowler. https://cfhsprowler.com/8806/showcase/the-influence-of-booktok/
Brown, H. (2022b, October 20). TikTok book banner [Image]. The Prowler. https://cfhsprowler.com/8806/showcase/the-influence-of-booktok/
Dera, J. (2024). BookTok: A narrative review of current literature and directions for future research. Literature Compass, 21(10-12), e70012. https://doi.org/10.1111/lic3.70012
Jensen, K. (2022, February 10). As seen on #BookTok: Inspiring young readers, TikTok is a boon for books. School Library Journal. https://www.slj.com/story/as-seen-on-booktok-inspiring-young-readers-tiktok-is-a-boon-for-books-libraries
Pew Research Center. (2025, November 20). Social media fact sheet. https://www.pewresearch.org/internet/fact-sheet/social-media/
The duties of a hyperlinked librarian lies with staying relevant, and social media is a popular way to get in touch with the public. As an upcoming Gen Z librarian, I find myself always browsing through TikTok and Instagram, and my algorithm eventually leads me to #BookTok and its plethora of fantasy novels. I have also seen many librarians utilize their social media page on Instagram and release fun reels for the public to see. This is a great way of advertising library services and giving personality to a library. This was a fascinating read, thank you for sharing!
Thank you for your comment, Ruby! I love Instagram, too. There really is so much potential for us to tap into in the service of connecting and relating to our patrons. 🙂
I almost screamed when I saw you linked the City of Marion TikTok account; it is my favorite! Incorporating TikTok is a topic I have been interested in for a long time, and I think it provides a great platform to reach younger patrons. BookTok has really taken off in the past few years, and now is a great time to take advantage of all the readers and reader communities that exist on online social media platforms!
Thanks Zoe! They are really killing it on TikTok. I totally agree with you, with BookTok and Bookstagram still very popular and relevant, it is absolutely a prime time to utilize it!