Home Bookselling Amazon to back TikTok book club likely to spread Gen Z boycott TikTokers

Amazon to back TikTok book club likely to spread Gen Z boycott TikTokers


Recently, Amazon decided to support TikTok’s Book Club, a collaborative initiative to promote the habit of reading books.

TikTok Book Club is a “healthy” community that will serve as a “virtual space” where content creators and users come together and post content themed around their love of reading books.

Amazon’s support comes with the latest campaign, “That Reading Feeling Awaits”, which aims to instill a love of reading in tech-savvy young people.

As part of the initiative, Amazon will create several free, customizable reading emojis for its social media customers.

Users can apply these stickers to their #BookTok videos. Additionally, the Book Club logo and hubs will be stamped “Featured by Amazon Books.”

Amazon seems to nurture its original business: the bookstore.

What is Tik Tok Book Club?

TikTok Book Club is the latest avatar of the popular #BookTok trend. TikTok user @caitsbooks started the trend, after which he found unprecedented traction among fellow creators and the social media handles of famous publishing houses.

Typically, this involves creators picking books and commenting by posting their reviews, impressions, and discussions. It aspires to be a collaborative community focused on the enjoyment of reading books.

By subject, the books follow a wide range of selections. The choices are inclusive, and many tend to focus on young adult fiction, fantasy, thrillers, and more.

To date, the #Booktok has amassed 64.3 billion views and counting. Taking note of BookTok’s huge popularity, social media platform TikTok seized the opportunity and announced the official Book Club.

How does the TikTok book club work?

As per the official announcement, the book club will serve as a resilient sub-community inviting discussion about new or upcoming titles. Anyone is free to join the club, regardless of their reading habit.

A new book will be announced every month. TikTokers should read and join the ensuing discussion.

The #BookClub hub will make it easier for readers to discover the latest monthly titles. They can also follow trends and find any specific topic on the go.

Not only that, as part of the book club, TikTok has also formed a small community of creators with a huge fan base. They should be called “BookTok Winners”.

The platform hopes the winners can follow the trend as their content emphasizes reading books.

The TikTok book club will remain operational throughout the summer and beyond.

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The Amazon pattern

The bookstore accounts for a large portion of Amazon’s annual revenue these days. It earns up to 280 billion dollars and more, or almost 10% of its income.

Therefore, consolidating its brand on one of the most popular social media platforms comes to a logical conclusion.

However, there could be another possible reason why Amazon is trying to push the trend forward.

The recent boycotts

Not too long ago, 70 prominent Gen Z TikTokers, who are part of an advocacy group, took a politically charged stance against the organization. The total number of their subscribers amounts to 51 million.

They support the Amazon Labor Union, refuse sponsorship from Amazon, and resist monetization of their individual platform.

Their #PeopleOverPrime campaign has also found resonance on Twitter.

Therefore, Amazon’s move can be read as an attempt to diffuse the situation while aligning it with its goals of promoting the bookstore to the younger generation.

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