Where my prose at? Indigo & TikTok launch #BookTok book club

Your next four months? Fully booked!

Indigo & TikTok announced the perfect partnership this morning in the form of a monthly #BookTok book club, starting today and running until August.

BookTok, started by @caitsbooks in 2020, is a community within TikTok, focused on books and literature. After Cait’s first post went viral, it inspired more creators to begin posting.

“#BookTok is a global phenomenon with more than 50 billion global views and an ever-growing community that inspires users to enjoy literature in all its forms,” said Nadia Niccoli, Head of Marketing at TikTok Canada.

“As a platform that helps readers discover emerging authors, partnering with a major retailer like Indigo is an opportunity for new voices to reach fans on a worldwide scale.”

The movement has had a significant impact on the book business, resulting in incredible success stories for authors and fueling the book industry’s growth. According to NPDadult fiction titles are up 7 percent for the first quarter, which they attribute to #BookTok.

In a podcast, NDP Industry Analyst Kristen McLean and Insights Manager Brenna Connor discussed the rising sales impact of the TikTok movement. A group of featured authors saw their cumulative print sales increase from nine million units in 2020 to 20 million units in 2021.

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The in-app content is a great way to get book recommendations from other readers, and offers an opportunity for people to engage with one another.

@indigo.ca Jump into our May pick #IronWidow for our just announced #TikTokIndigoBookClub! #BookTok #BooktokMadeMeReadIt #AsianHeritageMonth ♬ original sound – ⚡𝙴𝚍𝚒𝚝𝚜⚡

Indigo & TikTok’s virtual book club is kicking off today with Iron Widow by Xiron Jay Xhao. Xiron is a first generation immigrant from small-town China, and a recent graduate of Vancouver’s Simon Fraser University. Iron Widowpublished by Penguin Teen Canada, is their debut novel, a blend of Chinese history and mecha science fiction for young adult readers.

@xiranjayzhao Can’t get over seeing a book I wrote in stores I randomly pass!! 😭 #booktok #yabooktok #books #yabooks #ironwidow #bookish #fyp ♬ Wii – Mii Channel – Super Guitar Bros

Fans can discover each month’s in-app content, which will include features, creator content, the opportunity to submit questions to the author, and more.

In celebration of this month’s book pick, Indigo will be hosting an in-person event at their Metrotown location on Thursday, May 26 with Xiran, and will be streaming the Q&A live on their TikTok account.

“Indigo, Chapters, and Coles bookstores are Canada’s central hub for the booklover community. Partnering with TikTok is a natural fit, as readers look to both Indigo and #BookTok to help find their next great read,” said Alison Lawler-Dean, Indigo’s VP of Marketing.

Popular #BookTok recommendations are available on the indigo-website and through curated #BookTok displays in stores. For more information, and to stay up to date with each month’s book pick, follow Indigo on TikTok.

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