The vast majority of BookTok videos happen organically, posted by enthusiastic young readers. Now publishers are starting to catch on, contacting those with big followings to offer free books or payment in exchange for publicizing their titles. (The Lee sisters have received books from authors but have yet to be contacted by publishers or paid for their posts.) Many popular TikTok users have strategies to maximize views. “But the most popular videos are about the books that make you cry.

Source: New York Times March 20, 2021 15:56 UTC