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The Sudden Surge in Romance Book Sales
Romance novels have exploded back into the mainstream, and BookTok is a massive reason why. According to NPD BookScan, romance sales in the US soared by nearly 50% from 2020 to 2023. That’s not just a blip—it’s a full-on revival after years of romantic fiction being sidelined in bookstores. BookTok’s viral videos, with their quick reviews and giddy recommendations, have made romance novels cool again, especially with younger readers. Suddenly, books released five or even ten years ago are topping bestseller lists. Booksellers everywhere are scrambling to keep up with demand, and publishers are taking notice by snapping up more romance debuts than ever before. This shift is backed by hard numbers, not just anecdotal hype.
BookTok: The Digital Matchmaker
BookTok, a subcommunity on TikTok, has become a digital matchmaker between readers and romance novels. As of early 2024, the hashtag #BookTok had over 200 billion views, and romance is by far the most popular genre within that space. TikTok’s algorithm rewards passionate, creative posts, so when a reader cries on camera about a book, that emotion spreads like wildfire. The platform’s short videos make it easy for anyone to share a heartfelt review, which often turns into a snowball effect of recommendations and sales. Even authors who struggled for years are now finding audiences they never dreamed of. That’s the magic of BookTok—turning everyday readers into tastemakers.
Colleen Hoover: Queen of BookTok Romance
No conversation about BookTok and romance is complete without mentioning Colleen Hoover. Her novel “It Ends With Us” became a sensation after going viral on BookTok, and she sold over 20 million books worldwide by 2023. Her success is a direct result of TikTok users sharing emotional reactions and dog-eared copies, sometimes through tears. Hoover herself has credited BookTok for reigniting her career, which had been steady but unspectacular before the platform. Today, her books routinely dominate both the New York Times and USA Today bestseller lists, and her effect has inspired other authors to follow suit.
Diversity and Representation in Romance
BookTok hasn’t just revived romance novels—it’s changed what those novels look like. There’s been a remarkable surge in diverse romance stories, with books featuring LGBTQ+ relationships, characters of color, and stories from varied cultural backgrounds. According to Publishers Weekly, 2023 saw a 30% increase in romance novels by authors of color compared to the previous year. BookTok users are quick to champion inclusive stories, often pushing them to bestseller status through grassroots hype. This new visibility is challenging publishers to broaden their horizons and better reflect real readers’ lives.
From Backlist to Bestseller
One wild effect of BookTok is how it’s resurrected older romance titles. Books like Emily Henry’s “Beach Read” and Talia Hibbert’s “Get a Life, Chloe Brown” were published before BookTok’s rise but found new life thanks to viral videos. In some cases, books that had slipped out of print are getting fresh runs and new covers. NPD BookScan reported a 60% sales jump for “backlist” romance titles from 2021 to 2023. This phenomenon is unique to BookTok, where the age of a book is less important than its emotional punch.
The Power of Tear-Jerking Reels
If you scroll through BookTok, you’ll notice an abundance of tears—real, messy, and utterly contagious. Videos of people sobbing after finishing a romance novel have become their own genre. These emotional reactions aren’t just for show; they create a powerful sense of community and urgency. When viewers see someone deeply moved by a book, they want to experience those feelings themselves. This has driven up demand for “ugly cry” romances and made books like “Reminders of Him” and “The Song of Achilles” perennial favorites.
Romance Authors Join the Conversation
Writers are no longer distant figures—they’re part of the BookTok conversation. Romance authors now post behind-the-scenes videos, Q&As, and even react to reader reviews. This level of engagement helps build a loyal fanbase and demystifies the writing process. For example, Ali Hazelwood, author of “The Love Hypothesis,” regularly interacts with fans on TikTok, which builds excitement for her new releases. This direct author-reader relationship is a seismic shift from the old days of distant literary celebrities.
Bookstore Displays Get a Makeover
Physical bookstores have noticed the BookTok effect and are adapting fast. Walk into any Barnes & Noble or indie shop and you’ll see dedicated “BookTok Recommends” tables, with romance front and center. According to the American Booksellers Association, stores with BookTok displays reported a 40% increase in romance sales in 2023. These tables often feature handwritten notes or QR codes linking to viral videos, blending digital buzz with real-world browsing.
The Rise of Spicy Romance
Steamier romance novels—sometimes called “spicy” or “smut”—have benefited hugely from BookTok’s open, playful environment. Books like “Icebreaker” and “Twisted Love” became viral sensations for their steamy, unapologetic love scenes. Readers on TikTok aren’t shy about sharing what they love, and this honesty has broken down taboos about reading and recommending explicit romance. In 2023, spicy romance subgenres saw a 70% sales jump compared to 2021, according to industry analysts.
Genre Mashups and New Tropes
BookTok has also fueled creativity in romance, encouraging genre mashups and new tropes. Fantasy romance, like “Fourth Wing” and “A Court of Thorns and Roses,” blends romance with dragons, magic, or dystopian settings. These mashups attract readers who might not have picked up a traditional romance before. The “enemies to lovers” and “fake dating” tropes are especially popular, often trending for weeks after a viral video. This mix of genres and tropes keeps the romance category vibrant and ever-evolving.
The Impact on Indie Authors
Independent authors have found a golden ticket in BookTok. Without big marketing budgets, indie writers can reach massive audiences through smart, authentic TikTok posts. In 2023, self-published romance titles made up nearly 40% of the top 100 romance eBooks sold in the US, according to Digital Book World. BookTok users love discovering “hidden gems,” and many indie authors credit viral videos for their breakout success. This democratization of publishing is reshaping the romance landscape.
Events and Book Fairs Go Viral
BookTok’s influence doesn’t stop at the screen—it’s reshaping real-world events too. Book festivals and signing events now feature BookTok panels, and appearances by viral romance authors are huge draws. Some events sell out within minutes after being mentioned on TikTok. In 2024, the Romance Writers of America reported a 30% increase in event attendance, attributing much of that to BookTok’s buzz. It’s a new era where online hype translates directly into packed auditoriums and excited crowds.
Young Readers Drive the Trend
The romance revival is powered by young people, especially Gen Z women. Surveys by Pew Research in 2023 found that 65% of BookTok romance content is created or shared by users aged 16-29. This demographic isn’t just reading—they’re recommending, reviewing, and even writing romantic fiction themselves. Their enthusiasm and creativity have pulled romance out of a decades-long slump and made it the hottest genre on American bookshelves.
Publishing Industry Shifts Strategies
Publishers have taken notice and shifted their strategies to cater to BookTok trends. More marketing dollars are going to TikTok influencers, and publishers are actively recruiting rising BookTok personalities as consultants. Some even sign authors based on their TikTok presence. In 2023, Penguin Random House launched a dedicated BookTok team to scout trends and amplify viral books. This is a major pivot from old-school PR, and it’s paying off in blockbuster sales.
Romance Reader Communities Thrive Online
BookTok isn’t just about videos—it’s about building communities. Romance readers have created sprawling digital friendships, discussing books, sharing fan art, and organizing buddy reads. Online book clubs have surged in popularity, with some TikTok groups boasting tens of thousands of members. This sense of belonging keeps readers engaged and excited to try new authors and subgenres, fostering loyalty and long-term interest in romance novels.
BookTok’s Ripple Effect on Other Genres
The BookTok effect isn’t limited to romance, but that’s where it’s most visible and powerful. Other genres, like fantasy and thriller, have seen bumps in sales, but the romance category’s growth has outpaced them all. According to BookScan, romance accounted for 35% of all fiction growth in the US market in 2023. This ripple effect shows just how influential BookTok has become for shaping not only what people read, but how they talk about books.
Secondhand Sales and Library Checkouts Boom
It’s not just new books flying off shelves—secondhand stores and libraries are feeling the BookTok effect too. Libraries in major cities like New York and Los Angeles have reported waiting lists of 100+ people for viral romance titles. Thrift stores and used book retailers are seeing romance shelves empty out faster than they can restock. This gives readers affordable ways to join the trend and introduces even more people to the genre.
Cover Redesigns and Special Editions
Publishers are racing to give romance novels fresh looks to keep up with BookTok demand. Many older titles have been reissued with colorful, illustrated covers that pop on TikTok’s video feeds. Special editions with sprayed edges or exclusive bonus content sell out in days. In 2023, cover redesigns contributed to a 25% boost in sales for certain backlist romance novels, according to industry reports. These visual updates make books more shareable and desirable.
Celebrity Endorsements and Pop Culture Crossovers
Celebrities and pop culture icons are jumping on the BookTok romance train. Stars like Reese Witherspoon and Sarah Hyland have shared their own favorite romance reads on TikTok, driving even more buzz. Some BookTok-famous novels are being optioned for movies and streaming series—Colleen Hoover’s “It Ends With Us” is a prime example, with a film adaptation in the works. These crossovers bring romance novels further into the mainstream.
Romance’s Stigma Fades Away
For years, romance novels were dismissed as “guilty pleasures” or not “serious” literature. BookTok has helped erase that stigma. Readers talk openly about their favorite love stories, and the community celebrates the joy and healing that good romance novels provide. According to a 2023 survey by the Romance Writers of America, 78% of readers now say they feel “proud, not embarrassed” to read romance, a dramatic shift from just five years ago. The genre’s new visibility is changing minds, one viral video at a time.
The Future of Romance on BookTok
BookTok’s influence shows no signs of slowing down. As of mid-2024, romance remains the top trending genre on TikTok, and publishers are already planning releases that cater to its most popular tropes. Readers continue to shape the conversation, and new voices are emerging every day. With more books, more diversity, and more connection, the romance revival in the US looks set to keep growing into the foreseeable future.
Besides founding Festivaltopia, Luca is the co founder of trib, an art and fashion collectiv you find on several regional events and online. Also he is part of the management board at HORiZONTE, a group travel provider in Germany.
