Young literary influencers are increasing sales for publishers by sharing their favorite videos on TikTok. The challenge is over.
A cry of joy accompanies the opening of the package. Galian Gural tears through the cardboard with childish fever at Christmas. Her manicured pink fingernails pull the long-awaited treasure out of the bubble wrap. A pair of sneakers? A collector’s bag? Better than that, a book. “I don’t know if I have the right to show you this,” Galianna rejoiced in her TikTok video. It is impossible to resist. In front of the camera, the beautiful 19-year-old blonde opens the cover on her account (@urfrenchbookworm). real life Emma Green’s new romance, which she got autographed and exclusive just days before release. “librarian” privilege. Gallianne is a literary influencer on TikTok, the teen favorite video app.
In the video StayAtHomeGirlFriend. the problematic TikTok trend
“Something fun and outgoing”
account of Big bookstore limited to 3680 subscribers. The young girl, who lives near Toulouse, collects about 180,000. Interested in addictive blues, Gallian is one of the pioneers of this planetary literary club, where for two years he shares his advice, his “10 best romances” and his tears close the saga. Calloway Sisters. “I convey my pleasure of reading while having fun, I try to change the image of readers, who go from shy to serious,” he explains. In TikTok, the book has something fun and extroverted, we can talk about it like we talk about fashion or football.
Ambassador is not boring
TikTok offers more than just hit challenges: cooking, dancing, putting on shoes for a child…. app makes people read. And reconciles a young man addicted to life on screens with a passion as old as the show Apostrophes. the book. Hailing from the United States, the #BookTok phenomenon is reaching global proportions with 85 billion views, 13 million videos and a 120% explosion in traffic since the start of 2022. Who said young people don’t read anymore? In this mostly female bookstore, open to all, we share our favorite passages out loud, we prepare ourselves ten titles to devour during the month, we recommend Zola as a saga of vampires.
It’s great if I can get a young person to want to read
Zoe, @ozeezoe on Tiktok
To her grandmother, Zoe Espitalier (@ozeezoe), a fan of Marguerite Duras, she explains that she is the “future François Bousnel” of TikTok. This 23-year-old communications student, who has read “a lot, often, constantly” since she was a teenager, is part of the first generation of “literary ambassadors” chosen by the platform in September 2022. At the foot of his bed. he collects the thirty or so books that make up his ‘PAL’, his stack to read in ‘bookseller’s’ slang, where appear; About love, bell hooks or Goncourt live fast Brigitte Giraud… “I share the books that have moved me the most, in a short format, no more than a minute, with music on to avoid the boring side,” Zoe explains. It’s the creativity, the humor, the tone that makes it fun attractive advice given like a shopping list; five books that make me cry, a book I will never stop recommending. It’s great if I can make a young person want to read.”
A link between generations
Reinventing the codes of literary criticism, this generation of columnists 2.0 expresses its taste in front of the camera. You don’t have to be normal to give an opinion. Sporting a soccer t-shirt and afro, Tnzl93 (@tnzl93) sings “Mitera, I’ve decided to forgive your infidelity because your history with your mistress Anne Pinjo is unbelievable,” before sharing a fiery correspondence with the former president. Disciple critics divide romance into categories that people in their 20s may not know: edgy (sensual), rom’com (romantic), enemies to lovers (hate to love).
Joining a community of readers, joining a writer’s narrative universe gives self-confidence; you feel your taste among peers of the same generation
Laurence Allard, sociologist of digital use at the University of Lille
And arrange their books by color, giving their library a rainbow of beauty. “This need to aestheticize their daily life is explained by two years of Covid. Restraint removed by BookTok. to transform boredom, empty moments, young people have filmed themselves dancing, putting on make-up and even reading,” explains Laurence Allard, a sociologist of digital use at the University of Lille. “Joining the community of readers, joining the writer’s narrative universe gives self-confidence. you feel your taste among peers of the same generation.”
Feeling first
There is neither small nor big literature on TikTok. Fantasy like the classics has its noble letters there. Accented by a Miss France song or Lana Del Rey on air, Café de Jeanne’s advice (@lecafedejeanne, 33,400 subscribers) never turns into a snobbish directive or school prescription. Everyone is free to like or dislike, read or not. “I’m 20 years old, I’m a young person who talks to a young person, it makes the relationship with reading easier,” says Zhanna Feidel, a graduate of the business school. I choose the part that moves me, the sentence that hits me. Someone who has never opened a Hugo might say to themselves. “Ah yes, if so miserable I want to read it.”
The passion for literature on the internet is nothing new, it is part of the pedigree of Instagram or YouTube. The impact on sales is unprecedented. The charm of the “bookman”. Discover forgotten novels. In the summer of 2021, all you need is the hashtag #millebaiserspourungarçon on the account @nous_les_lecteurs to activate this love tragedy by Tilly Cole, which went unnoticed when it was released in 2016 (Éd. Hachette). “I filmed myself crying with all the tears in my body saying, “You’re going to cry like me.” There’s something comforting about characters who are sick, bullied, overweight,” explains Victoire Ducluzo, 18-year-old brunette with bangs and glasses, the creator of this account, which flirts with 160,000 subscribers.
Publishers are adapting
Influencers are now noticed, wooed, pampered by publishers, sometimes paid €1,000 for a minute of video or even much more. Seizing on this new communication tool, Hachette Novels has created its own account and list, such as “three novels that show it’s not easy to forget your ex.” “The power of prescription is stronger on TikTok than on any network, it allows you to reach young people who never read,” says Cécile Teruan, Director of Hachette Romans, Le Livre de Poche Jeunesse and Hachette Lab. The spirit of BookTok isn’t just about filming flowing mascara, the promise made is extremely powerful, teenagers talking to teenagers; “this emotion that I felt, you will feel.”
Digitized word of mouth that led Gallimard Jeunesse to join the app. One of his titles We are liars From , Lockhart saw his sales increase fivefold after the TikTok takeover. “The phenomenon goes beyond romance and fantasy. In the last few months, all genres have been concerned,” says Cécile Petitbon, digital marketing manager at Gallimard Jeunesse. Communicating on TikTok, apologizing for entertainment, is not betraying our DNA. We adapt to our readers by talking about the book more creatively, more naturally, more sincerely. One of the latest challenges launched by @gallimardjeunesseromans to win a copy of the album 101 Ways to Read Continuously(by Timothée de Fombelle). share her three favorite reading positions or favorite reading in the video. “Under the covers,” suggested 18-year-old Riku, who didn’t like to read but had just started the third grade. Harry Potter.
In the video: eight iconic scenes from Christmas movies
Source: Le Figaro
