The BookTok Phenomenon: A conversation with Cameron Capello
Welcome to the world of BookTok — a lively community of avid teenage readers. The more you interact with these creators and their book-themed videos, the more they’ll frequent your for you page, and soon you’ll be enthralled by the many recommendations, POVs, fanarts, and cosplays displayed on the hashtag.
During the pandemic, many of us began to explore new ways to spend our quarantined days. Some took up baking, some picked up a paint brush, but on TikTok, many gravitated to the escapism that stories could provide. Now, with more than 15 billion views, the influence of this reading movement has inspired a spike in book sales, launched authors’ careers, and added reading into the list of accepted Gen Z hobbies. Like everything online, this niche corner of the internet — or book nook, should I say — has its flaws. I reached out to BookTok creator and aspiring author Cameron Capello (also known as @chamberofsecretbooks), to discuss the ups and downs of this trend.
Capello, who began regularly posting mid-2020, has gotten the opportunity to see BookTok — and her account along with it — grow in both followers and views.
“Initially, I joined TikTok because of its popularity. My friends kept saying how similar it was to Vine, and I was an avid ‘Viner’ back in the day. I was pretty late to the bandwagon as I had the preconceived notion that TikTok was exclusively for hot guys dancing into the camera, and creepy POVs, so I couldn’t understand the fascination. It wasn’t until I began to see TikToks about Gilmore Girls and books that I realized how many different communities there were on the app. I immediately began making videos,” says Capello, who now, one year later, has an outstanding following of 470k and counting.
But a fascination and following of this magnitude doesn’t come without questions: Why is it that TikTok’s bookish creators are just now suddenly succeeding? In previous years, many of the popular TikTok creators had been sharing their love of books on other platforms such as Instagram, Tumblr, Youtube, and Facebook. So it begs the question of why TikTok has been such a successful environment for book lovers. Cameron Capello launched @chamberofsecretbooks — her mini reading empire — on Instagram in late 2019. And yet her TikTok following already outnumbers her Instagram by hundreds of thousands.
“Instagram, where I posted my bookish thoughts before I found TikTok, is more distant. A little colder. There’s no opportunity to showcase your personality, to demonstrate your passion for literature. Instead, it’s oriented more towards aesthetics, which can be difficult when professional photographers and stagers are on the app. I found myself wanting to talk more and possibly showcase my own writing.”
And that is where TikTok comes in.
“I think Tik Tok is a great resource because it combines entertainment and relatability with actual recommendations. The virality of this platform connects millions of people who otherwise would not have known that there is a whole community of people interested in the same genres and tropes as them. I’ve met so many people through this app that I now consider genuine friends, and I owe it all to us both liking high fae smut! Getting to know who people are while also discovering what types of books they like to read ultimately makes the recommendation more meaningful.”
The popularity of the TikTok app isn’t the only reason Booktok gets such high views. Credit also has to go to the creators of this community, attracting billions of views with their consistently imaginative content.
“I think making consistent videos that you are passionate about is the key to building an audience. I try to answer as many comments and dm’s as I can to try to connect with people who like watching my videos. Knowing that there are actual people behind these usernames is insane, and the fact that they take time out of their day to watch what I create is one of the surreal feelings. I was fortunate that my first few story-telling, point-of-view videos were well received and gave me the foundation of my audience. From there, I just tried to remain active and creative and hope that people will still like watching my videos!”
When exploring these videos on the BookTok hashtag, you will run into book hauls and unboxings, book recommendations to help you with this and that or deliver some trope or theme, videos displaying aesthetics, and more. Capello posts a wide range of content — sharing current reads, recommendations, and excerpts of the book she’s writing, as well as humorous character imitations and clips. Yet, her POVs give an insight on what content is racking up the most views.
“I am so grateful that my POV videos resonate with people. For a long time, it was this unnamed but specific type of storyline that I loved and didn’t know how to express. I have been daydreaming about these small moments since I first read Twilight. Being wounded by a sword battle or having to stay the night at a local inn. Finally, I decided to write my own perfect story and see if anyone else could relate. Who would have known that so many people also wanted a label on this unnamed narrative (which now has been solidified as the enemies to lovers trope).”
While this community connects online over love for certain storylines and romantics, this online craze has also made its way to the outside world, with teens and young adults venturing from bookstore to bookstore to try to get hold of the next novel that’s been recommended to them. From Barnes & Noble to Indigo, bookshops are filled with young readers bonding over their favourite on-paper characters.
“Every time I go to Barnes & Noble now, the YA section is quite literally packed, with young people. I see them squeal and laugh when they see the BookTok table presented in the middle of the room. It makes them feel seen; their passions are validated. It really is beautiful to see!”
It is still surprising that an online, short-form content platform has become the go-to stop for young people who harbour such enthusiasm over long, hard-copy books. You might say that this new generation of book readers overcame a large barrier when they decided to merge the two.
“I love that there’s a slight disconnect — that people spend hours editing videos, screaming into a camera, and using viral sounds to display their love for a paper book. We’ve combined tradition with modernity! Because we are the generation of technology, it’s beautiful to see that we have found a way to combine our expertise with social media and passion for written words.”
Overall, TikTok is a welcoming and easy-to-use platform for any creator wanting to join in and share their thoughts. Users praise this community for their constant recommendations, discussions, and entertainment. Noone’s afraid to share their opinions and critiques, and there’s no shame in liking romances that otherwise might’ve been deemed silly or indecorous.
“There are so many positives about BookTok! There is a stigma about fantasy and romance books being juvenile. Many people don’t consider the books popular on BookTok to be ‘real literature.’ And yet, these books are so immersive and interactive. They have gotten people out of years-long reading slumps! So how can we not praise books that get people reading again? The BookTok community has collectively demolished that stereotype, and readers are now unabashed by their choice of books!”
While The Audacity applauds the openness and collaboration BookTok has generated among Gen Z readers, there are a few cons to sharing all our bookish thoughts online. You’re bound to find people whose ratings you disagree with, spoilers on your upcoming reads, arguments over certain characters and books, and the odd author controversy. Capello can attest that BookTok has its downsides.
“While I am eternally indebted to BookTok, it’s not without its faults. I’ve definitely fallen victim to the overconsumption of books because of the sheer volume of recommendations that are being posted daily. It can be dangerous for your wallet! Because I am a ‘mood reader,’ having a finite TBR pile is a lost cause. If I see one passionate recommendation, I’m off to the bookstore. Additionally, many of the same novels/genres circulate in popularity, which is impressive but also can create a divide in the bookish community. If you publicly state you are not a fan of the most recent trend, your credibility can be damaged. Vise versa, if people don’t like a book you recommend, there’s no shortage of comments telling you they hated the book. No one should feel fearful of sharing their opinion.”
But, really, where can you go in life where someone doesn’t disagree with something you have to say? Overall, BookTok fosters a positive atmosphere that combines a love for reading with collaboration and creativity. You can choose to follow up on some of the many book recommendations or go explore a bookstore and find one on your own. There is a never ending supply of books to deliver whimsical stories in all genres, offering a magical experience on whatever path you choose. It’s all there between the covers — inspiration, escapism, entertainment, knowledge, and so much more.
