"TikTok Made Me Buy It"

In recent years, the phrase "TikTok made me buy it" has become a cultural phenomenon. From beauty products to kitchen gadgets, and of course, books. Book recommendations, especially those labelled with the hashtag #BookTok have gained massive traction on the platform, leading to a surge in book sales and an entire genre of books being dubbed as "TikTok made me buy it." But does this hype always live up to the expectations? Or does it often lead to a let-down when the reality of the book doesn't align with the social media buzz?

TikTok has revolutionized the way people discover books. #BookTok, a community of book lovers on the platform, has become a go-to space for sharing book recommendations, reviews, and reactions. Users post videos discussing their favourite reads, and often, these books get a massive surge in popularity. Books like The Seven Husbands of Evelyn Hugo by Taylor Jenkins Reid, It Ends With Us by Colleen Hoover, and The Song of Achilles by Madeline Miller have all seen skyrocketing sales due to the viral success of #BookTok.

While this is fantastic for authors and publishers, the rapid rise in popularity can sometimes lead to unrealistic expectations. When a book gets caught in the viral winds of TikTok, it often becomes a cultural touchstone, with everyone from influencers to casual readers talking about it. But when expectations are set so high, can the book ever truly live up to them?

When a book becomes a TikTok sensation, it’s often accompanied by enthusiastic, sometimes exaggerated, praise. Users rave about how life-changing, emotional, or captivating the story is, creating an environment where readers feel they must experience the book for themselves to understand the buzz. However, this overhype can set readers up for disappointment. When the book doesn't meet the heightened expectations, it can feel like a let-down. A book that might have been enjoyable in a different context or with lower expectations might seem underwhelming when it's been hyped up as the next great literary masterpiece. This phenomenon is not exclusive to books—many products or trends labelled as "TikTok made me buy it" can suffer from the same fate. The more viral the book becomes, the more pressure it faces to meet the unrealistic standards set by the masses.

Another factor contributing to potential disappointment is the subjectivity of reading preferences. TikTok is a platform that thrives on quick, digestible content, and book recommendations are often no exception. A video may capture a particularly emotional or dramatic moment from a book, leading viewers to believe that the entire book will be filled with such moments. However, not every reader will connect with the same scenes, characters, or writing style.

TikTok’s viral nature also taps into the concept of social proof—the idea that if everyone else is doing something, it must be worth doing. When a book is labelled as "TikTok made me buy it," there’s often an underlying fear of missing out (FOMO). Readers feel compelled to pick up the book, not necessarily because they are genuinely interested in the content, but because they don’t want to be left out of the conversation. This can lead to readers investing in books that may not align with their tastes or interests. While the hype may get them to buy the book, it doesn't guarantee that they will enjoy it. The pressure to conform to popular opinion can cloud judgment and lead to the purchase of books that don’t resonate on a personal level.

In the long run, the overhype of books on TikTok can have a mixed impact on the reading community. On one hand, it helps bring attention to lesser-known authors and genres, allowing them to find a wider audience. On the other hand, it can create a cycle of inflated expectations and eventual disillusionment. If readers consistently feel let down by overhyped books, they may become more sceptical of future recommendations, potentially leading to a decline in trust in viral book trends.

One of the tragic consequences of TikTok's influence on the book world is that deserving authors who don't fit into the latest trends can easily get overlooked. The platform’s algorithm favours books that align with current viral trends, often pushing certain genres, themes, or writing styles into the spotlight while leaving others in the shadows. As a result, authors who write outside of these popular trends may struggle to gain visibility, even if their work is exceptional. This can be particularly disheartening for emerging authors or those who don’t conform to the mainstream tastes of the moment. Their stories, which might offer unique perspectives or tackle important themes, risk being lost in the noise of viral hits, depriving readers of diverse voices and fresh ideas. The tragedy lies in how the focus on trending books can overshadow literary gems that deserve just as much recognition and appreciation.