When TikTok increases the desire to read a book
Young people spend a lot of time on social media, and it can actually be beneficial for their desire to read. Many young people use these platforms to find communities and get inspiration for the world of books.
Have you heard of BookTok? A phenomenon on the social media platform TikTok where influencers transform the platform into a virtual book club by reading books and posting recommendations. These videos have helped to create a community around books on TikTok and other media platforms to which the trend has spread.
There is a lot of talk about young people's lack of concentration, and while this may be true for some, it is far from the case for all. This is demonstrated by young people's engagement on social media, where books have become a regular part of many people's feeds. This development has also been noticed by editor Kari Joynt from our Norwegian publisher, Cappelen Damm, and although it poses challenges for the traditional book, she also sees many opportunities.
"We are in a situation with great challenges because we are competing for people's attention," she explains, and continues: "For young people, the difference between a TV series, a good movie, a podcast, listening to a book or reading a book is not as big as we, who are a bit older, might think."
Cappelen Damm sees great potential in digital development, as it makes it possible to reach very specific readers who are interested in very specific books.
"A book can have so many lives. It can take many different forms and reach people in various ways," Kari Joynt elaborates.
Cappelen Damm is trying to seize this opportunity by, among other things, throwing events with the so-called "booktok’ers".
One thing is clear though: young people do want to read, as long as publishers can meet their reading desires and habits.
