TikTok is fuelling a reading renaissance! Within the social media app’s 1 billion strong active users, #booktok has created a cultural moment centred around reading and reviewing books. Despite the fact that the core user base of TikTok is digital-first Gen Z, most #booktok content features physical copies of books. A key driver for this is that a shelf full of books can signal personal taste, express identity and find community. #booktok is having a commercial moment too. In a report by PYMNTs.com, Shannon DeVito, Barnes & Noble director of books said books featured on Tiktok are seeing up to a 1000% increase in sales.