How TikTok Helped Fuel The Best-Selling Year For Print Books (forbes.com)

Readers purchased 825 million copies of print books in the U.S. in 2021—the best-selling year for print books, NPD Bookscan says, since it began tracking data in 2004—and analysts believe young people posting about books on social media played a serious role in those big numbers.

The U.S. print book market was up 9% compared to 2020, according to NPD Bookscan, finishing 67 million copies ahead of 2020, and selling 125 million more copies than in 2019.

Kristen McLean, executive director and industry analyst at NPD Bookscan, said social media—particularly TikTok users who post about books, known collectively as BookTok—has “definitely been a factor” in surging book sales, along with the pandemic in general, with many of the sales gains coming in Q1 and Q2 before the Covid-19 vaccines were widely available.
more at source: https://www.forbes.com/sites/annakaplan/2022/01/28/how-tiktok-helped-fuel-the-best-selling-year-for-print-books/?sh=7d0023da7c3a

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