# How BookTok Saved Barnes & Noble
If you’ve walked into a Barnes & Noble recently, you’ve probably noticed the overwhelming presence of BookTok. Entire tables are dedicated to books that have gone viral on TikTok, adorned with colorful signs that boast “#BookTok Made Me Buy It.” But if you take a closer look, you’ll realize that all the books are the same—since romantasy is popular, that’s all that dominates the tables. From the latest romantasy phenomenon to tearjerking contemporary reads, these displays prove that TikTok has played a massive role in revitalizing Barnes & Noble’s book sales. But did it really or make the same authors more popular?
The Struggles of Barnes & Noble Before BookTok
A few years ago, Barnes & Noble was struggling. The rise of Amazon and digital books put the company in a precarious position, and many thought the brick-and-mortar chain wouldn’t survive. Ebooks surged in popularity, and many readers moved away from physical bookshelves, preferring the convenience of digital libraries.
Despite this shift, I have always maintained my physical bookshelf, even though my Nook library contains 310 books and my Kindle holds about 50. Yes, I could probably build a small fortress out of my digital books alone, but there’s just something about seeing a physical book on my shelf that makes me feel like a scholar—or at least someone who has their life together. Meanwhile, my TBR pile continues to grow at an alarming rate, and if books were currency, I’d be a billionaire (but still somehow broke, because I’d just buy more books).
And if you’ve ever watched one of my videos that I create alongside these blogs, you’ve likely seen my bookshelves standing proudly behind me, an ever-present testament to my love for physical books. No matter how many ebooks I own, my shelves remain stocked, ever-growing, and sometimes threatening to collapse under the weight of my book-buying habits.
The love of physical books never truly faded, and BookTok played a crucial role in bringing readers back to in-store browsing. The viral power of TikTok’s bookish community brought a surge of readers back into physical bookstores, eager to get their hands on the latest sensation. According to reports, sales skyrocketed, and Barnes & Noble even credited BookTok with driving a new generation of young readers into their stores. Studies such as The Rise of BookTok and Its Influence on Publishing by Publishers Weekly and How TikTok Brought Readers Back to Bookstores by The New York Times provide deeper insights into this phenomenon. If you’re curious about the numbers behind this resurgence, NPD BookScan’s Annual Report on Book Sales is also a great resource for understanding just how much BookTok has impacted the industry.
The Dual Nature of BookTok
But here’s where my feelings on TikTok get complicated. Depending on what side of BookTok you’re on, your experience can be vastly different.
Black BookTok: A Hub for Fresh Discoveries
If you’re on Black BookTok (or really any space dedicated to diverse authors), you’re constantly exposed to fresh recommendations, underrated gems, and books by authors who don’t always get mainstream recognition. There’s a richness in variety, a chance to discover books outside the repetitive cycle of the same five bestsellers.
Black BookTok actively works to uplift books by authors of color, queer authors, and stories that often go ignored by mainstream publishing. It fosters deep discussions about representation, the importance of own-voices narratives, and the way books reflect lived experiences. Instead of cycling through the same viral recommendations, Black BookTok dives into different genres, from hard-hitting contemporary fiction to fantasy epics infused with cultural influences. These spaces also highlight indie and self-published authors, ensuring that a wider range of voices is celebrated.
Additionally, readers on Black BookTok engage critically with books, not just hyping them up for the sake of trends. Reviews tend to be more honest, analyzing themes, writing styles, and impact. This makes the community feel like a trusted space for book lovers who are looking for more than just surface-level bookish content.
Mainstream BookTok: Repetitive and Homogeneous
On the viral (often white-dominated) side of BookTok, however, the recommendations can feel stagnant. The same books—Fourth Wing by Rebecca Yarros, It Ends With Us by Colleen Hoover, A Court of Thorns and Roses by Sarah J. Maas—circulate endlessly. These books are fantastic in their own right, but the homogeneity of recommendations means that lesser-known books, especially those by marginalized authors, struggle to get the same visibility.
I also don’t like TikTok for its short-form content and creators’ tendency to chase virality rather than be honest about the books they promote. Many influencers prioritize engagement over genuine recommendations, which can make it difficult to trust the hype around certain titles. Sometimes, it feels like books go viral not because they’re groundbreaking, but because they fit into a trend or a quick aesthetic appeal. This can lead to great books being overlooked while the same few dominate the conversation.
How Barnes & Noble Reflects These Trends
It’s frustrating when Barnes & Noble’s BookTok tables reflect this lack of diversity. Walk into any store, and you’ll see the same trending books prominently displayed, while other incredible books—especially those outside the mainstream—are buried in less noticeable sections. Even within different genres, the selections remain limited to what has already proven to be a bestseller. This creates a feedback loop where only the most hyped books continue to dominate while fresh voices struggle to gain exposure.
Meanwhile, on Black BookTok, you’ll see readers hyping up books like Blood Debts by Terry J. Benton-Walker, Legendborn by Tracy Deonn, or The Blood Trials by N.E. Davenport—books that are just as gripping, yet rarely get the same level of bookstore promotion.
What This Means for Other Brick-and-Mortar Bookstores
While Barnes & Noble has benefited greatly from BookTok, the impact on smaller, independent bookstores is more nuanced. Many indie bookstores have adapted by curating their own BookTok sections, often with a more diverse selection than mainstream retailers. Some even partner with local influencers or host BookTok-themed events to engage their communities. However, they still face challenges in competing with the marketing power of large chains.
For independent bookstores, BookTok represents both an opportunity and a challenge. While it can drive sales, it also risks reinforcing the same viral book trends, making it harder for lesser-known but equally deserving books to thrive. If readers want a broader literary landscape, supporting local bookstores that champion diverse voices is essential.
In the end, the revival of bookstores is something to celebrate, but ensuring a truly inclusive and varied literary market requires ongoing effort from publishers, booksellers, and readers alike.