The unprecedented study “BookTok Brasil e as novas experiências literárias” [BookTok Brazil and new literary experiences], developed by Reglab, investigates how digital interactions on TikTok manifest in the offline context of physical bookstores. The digital ecosystem of BookTok has consolidated itself as an informal infrastructure for discovery and social validation, boosting book sale
In this industry study, we analyze how social networks, such as TikTok, transform the solitary act of reading into a collective practice of belonging. We investigate phenomena such as “literary gossip” (known as storytime on international BookTok) as an engine for emotional engagement and the unexpected rediscovery of literary classics, like Machado de Assis and Dostoyevsky, by new digital audiences.
Research Highlights
- TikTok as a literary curation hub: The platform has consolidated itself as a central destination for discovery, where the algorithm acts as a dynamic curator of new repertoires and genres for the Brazilian reader.
- New voices in book validation: The commercial success of a title is now driven by niche communities and creators who prioritize authenticity and genuine connection.
- Impact on retail and logistics: From publishers’ inventory strategies to window display planning, digital trends are redesigning the shopping experience and the organization of shelves in physical bookstores.
- Representation and diversity as a driving force: The central role of LGBTQIA+ narratives, mental health themes, and diverse protagonists in audience engagement, balancing catalog expansion with the logic of going viral.
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