Amazon sponsors new TikTok BookTalk Book Club

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BookTalk has caused a stir on TikTok, basically normal people and influencers are gush about new and old books they read, helping to drive sales in digital and physical bookstores. This hashtag has been going strong for several years and has been viewed over 64 billion times. TikTok is looking to capitalize on the trend even further by launching a book club. Each month, a new book will be announced for community members to read, encouraged to “share their experiences” and thoughts. TikTok will also include a special hub dedicated to the Book Club within the application, where the new title of the month will be shared. Well, since its launch last month, Amazon announced that it was going to sponsor it.

Amazon said the move would allow it to expand its “That feeling of reading awaits youwhich aims to inspire a love of reading and celebrates “the invisible magic that happens in our imaginations when we read”. As part of the campaign, Amazon created free, bespoke reading emojis and stickers for customers to share their love of reading on social media. TikTok users can now access new reading emojis by searching @amazon books in stickers to express their reaction to the latest selection from the TikTok Book Club.

James Stafford, Head of Partnerships and Community at TikTok, said: “It’s amazing to see #BookTok becoming a truly global phenomenon, having a profound impact on the literary world. From spotlighting little-known authors and genres to introducing the classics to a new generation, #BookTok has helped rekindle a passion for literature. We’re creating a new version of the #BookClub format so our community can continue to connect, spark conversations, and share the books they love the most.

Lisa De Meyer, UK Country Manager at Amazon Books, added: “At Amazon, our team’s mission is to inspire reading, to celebrate books of all genres and ways of reading. We’re excited to support the #BookTok community’s love of reading and provide new visual ways to express that feeling of reading.

Terms of the deal weren’t disclosed, such as the money Amazon is paying TikTok, but given both sides are making official comments, it must be at least a few million.

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