By Danrochelle D. Yumul
The narrative surrounding bookstores – both independent and corporate – was one of decline. The rise of e-books and the dominance of online retail seemed to spell doom for traditional booksellers. But, social media, particularly TikTok’s literary subculture ‘BookTok’, ushered in the bookstore comeback.
The BookTok Phenomenon
BookTok, the community of book lovers on TikTok, transformed the way readers discover and engage with books. Enthusiastic readers and book lovers post about their favorite (or least favorite) books, offering reviews, emotional reactions, and recommendations. The platform has an uncanny ability to turn backlist books into bestsellers seemingly overnight. Titles like The Song of Achilles by Madeline Miller, Dragonlance Chronicles by Margaret Weis and Tracy Hickman, and It Ends With Us by Colleen Hoover saw massive spikes in sales years after their initial publication, all thanks to viral BookTok videos. It skyrocketed the popularity of books a million times over and helped launch books like A Little Life by Hanya Yanagihara, The Seven Husbands of Evelyn Hugo by Taylor Jenkins Reid, Legends & Lattes by Travis Baldree, Assistant to the Villain by Hannah Nicole Maehrer, and Fourth Wing by Rebecca Yarros to the top of the proverbial charts.
This phenomenon isn’t just affecting individual books—it’s shaping the publishing industry and revitalizing bookstores. The demand for trending books pushed retailers to increase stock, highlight BookTok picks in-store, and even reopen previously shuttered locations.
One of the most unexpected beneficiaries of the social media book boom is Barnes & Noble. Just a few years ago, the mega-bookseller was struggling, closing stores and facing stiff competition from Amazon. However, fueled in part by BookTok and a renewed love for physical books, Barnes & Noble has reversed course. Earlier this year, the company announced plans to open over 60 new stores—a sharp contrast to the closures of the past decade.
This revival is driven by the enthusiasm of young readers who want to experience books beyond the screen. Many Barnes & Noble locations now feature prominently displayed BookTok sections, where readers can easily find the books taking the internet by storm. The social media-fueled demand also helped independent bookstores thrive, as local shops curate selections based on viral trends. Independent bookstores like local favorite, The Last Bookstore, have been able to open two more locations: The Lost Bookstore in Monrovia and The Last Bookstore in Studio City within the last five years.
From TikTok to Festival Stages: The 30th Los Angeles Times Festival of Books
The resurgence of bookstores and the power of social media in driving book sales make this year’s Los Angeles Times Festival of Books even more significant. Now in its 30th year, the festival has always been a celebration of storytelling, but it now exists in an era where a viral video can elevate an author to overnight fame or catapult a book into the bestseller’s list.
Set to take place on April 26-27, 2025, at the University of Southern California, the festival will feature over 500 authors, journalists, poets, and celebrities, including bestselling BookTok sensations. Attendees can expect panel discussions, book signings, interactive exhibits, and even a dedicated space for BookTok influencers and authors to engage with their fans.
Beyond the author panels, the festival will feature storytelling sessions, poetry readings, and workshops designed to inspire both emerging and seasoned writers. Book lovers will have an opportunity to explore exhibitor booths from independent bookstores, major publishers, and literary organizations. As social media continues to shape reading habits, the festival’s growing embrace of BookTok and digital communities makes it a must-attend event for modern readers.
While the internet was once considered the death knell for bookstores, platforms like TikTok prove that digital and physical book cultures can coexist and enhance one another. Social media has made book discovery more interactive, leading to increased bookstore visits, higher book sales, and a renewed appreciation for the reading experience.
As the Los Angeles Times Festival of Books celebrates three decades of literary culture, it also marks a new era—one where bookstores, authors, and readers thrive in a world where social media and traditional bookselling work hand in hand. Whether online or in-store, one thing is clear: the love of books is stronger than ever.
Danrochelle D. Yumul is a Communications Specialist with Cowe Communications.
