BookTok And Retail Book Stores

Books are a part of the culture. They can bring us back to a moment in time, or push our ideas forward. Until recently, bookstores like Barnes and Noble or Books-A-Million have been on the decline. As more people turn to e-readers or audiobooks for their entertainment, publishers are having to adjust their numbers to still have a chance in the business. For several years the number of retail book stores have been consistently declining. But, a new movement online could swing that pendulum back.

If you haven't heard of TikTok by now, welcome to the internet! It can get scary sometimes, but platforms like TikTok really are changing the world. One of the biggest groups on the platform, #BookTok, has over 55 billion views. Yes, billion. Other platforms like YouTube or Instagram have similar groups, named “BookTube” and “Bookstagram”, with just as many people paying attention to the content produced there. Where BookTok's content is usually 30-second book reviews or marketing for new books, BookTube has longer video essays or shopping vlogs in popular bookstores. Either way, these platforms are creating huge shifts in the way people across the globe engage with booksellers - and retail.

Can Social Media Impact Retail Locations?

Fifty five billion views on a major platform like TikTok isn't something to scoff at, but what else can #BookTok offer? While its massive inventory made Barnes and Noble the powerhouse it once was, Barnes & Noble can't keep up with the price or convenience of online mega-sellers like Amazon. However, with new leadership at the helm for Barnes & Noble, it seems like times are changing. The new strategy? Listen to the people. Now, each store accumulates its own unique inventory based on the interests of its consumers, starting with data from social media platforms like TikTok.

A 15-minute video of someone walking around a bookstore sounds boring on paper, but in reality, they establish Barnes & Noble, as well as other booksellers, as the epicenter of the community. A recent survey found that 80% of Gen Z and millennial shoppers have purchased products on their social media feeds. That same survey also found the same demographic also bought in-store 50% of the time and shopped online before making purchases in-store. Clearly, younger generations, like the ones on TikTok, are influenced by what is happening online. These vlogs invite shoppers into stores to browse, interact with other community members, and most importantly - buy stuff.

Barnes & Noble has always had books, that's no secret. But over the past decade, Barnes & Noble has been expanding its offerings to all things nerdy in order to draw more people into its stores. Games, collectibles, crafts, and even toys are all in one place, ready to be explored. Some Barnes & Noble locations have even found better sales from these selections (like the new Manga category) than their normal fiction and bestseller books. A 500% increase in sales also means at least that level of increased interest. While some stand by and let another fad pass by, Barnes & Noble, Books-A-Million, Half-Price Books, and other booksellers will continue to bring in swarms of shoppers on Friday nights. •

Last Modified June 17, 2022