From TikTok to Bookstores: How BookTok Empowers Readers

The ' BookTok ' phenomenon has driven a transformation of the publishing market where readers set the trends, and Irish writer Marian Keyes , one of the most influential voices in contemporary fiction, celebrates this change and asserts the power of readers to decide what they read: “You never have to apologize for what you like to read.”

With over 25 years of experience and millions of books sold worldwide, Keyes celebrates the power of social media to put readers at the center of the publishing market.

Marian Keyes spoke a few days ago at the second edition of Crush Fest, a young adult literature fair held in Barcelona that brought together more than fifty authors for book presentations, signings, panel discussions, and discussions about young adult literature.

In an interview, the author explains that the 'BookTok' phenomenon, born on the social network TikTok , has forced publishers to rethink their way of working: "Before, publishers decided which books were published, and now it's the readers who have the power."

Keyes champions romantic literature and emphasizes that the majority of these successes are books written by women, a fact that has shaken up an industry historically dominated by men. “Romance literature and fiction written by women have always been undervalued, but now the market shows us that these are precisely the books that sell the most,” she says with satisfaction.

The writer explains that sexism is still present in the publishing world , and asserts that when a man writes a love story, he is treated "as if he had made a great contribution to literature," while, on the other hand, when women write it, "it is a lesser genre," she points out.

Keyes acknowledges that progress has been made, as when she started writing her books they weren't reviewed in the "major newspapers," but now they are : "It's an improvement, but there's still a lot of work to be done."

In addition to entertaining, Marian Keyes asserts that literature can be an instrument of social change , and she has addressed issues such as abortion in Ireland, which was not legalized until 2018: “When I had to write about a girl who had to travel to England to have an abortion, many people told me I would lose readers.”

And so it was, but she did it anyway, “because it was vital,” she says .

This desire to make silenced realities visible is also present in other topics she addresses in her work, such as mental health and gender-based violence. She explains that writing about these topics helps her "not despair." She also asserts that if she can contribute to generating empathy and change, "it's already worth it."

Although his novels often deal with serious themes , humor has always been a characteristic of his literature.

Her characters aren't perfect and make mistakes , but they always stay close to the reader: "Life isn't black and white, we're all a mix of light and shadow, and that's what I try to reflect in my stories."