TikTok’s “#BookTok” phenomenon is reshaping the literary landscape, as publishers and bookstores scramble to capitalize on the viral trend. But as the industry hustles for profits, a pressing question emerges: Are trending ‘smutty’ narratives overshadowing traditional literature? 

The explosive reach of the hashtag the virality of certain books has sent book sales skyrocketing into the millions, catching the keen eye of publishers and booksellers alike. In an October 2022 UK nationally representative survey, A survey by the Publisher’s Association in October 2022 found that 66% of people between the ages of 16 and 25 pick up books due to BookTok's influence. 

An overwhelming portion of BookTok focuses on “smut books,” or erotic literature, with “#smut” containing over 450,000 posts. Comment sections of book reviews that don't specify the extent of sexual content are often filled with questions from readers eager to know how much "spice" the book offers, indicating a community tilt towards erotica over literary merit. As plotlines thin, the scales of reader interest tip towards the steamy and sensational.

The books under the “smut” hashtag tend to come hand in hand with writing that glamorizes abusive and dangerous behavior. Take major motion picture It Ends With Us, originally a romance novel by author Colleen Hoover that became popularized on TikTok. Both the book and the movie have now faced criticism for romanticizing abuse, both in their marketing and content.

Similar books, including others from Hoover’s repertoire, have faced criticism for how they are marketed to younger audiences. Some of these books are categorized as “Early Adult” in genre, which targets readers starting at 18, but many are marketed under the “Young Adult” genre which begins targeting readers at age 12. With the level of sexual content portrayed in these books, along with the conflation of romance with domestic abuse, younger readers may be getting their romantic advice from the wrong place. However, with the chick-lit covers the books are traditionally given, Rita Frangie, the senior director of art and design at Penguin, aims for the books to appear “approachable, flirty, and fun.” 

Books promoted on BookTok have reached Harry-Potter-level popularity and make massive waves in the book market. In 2021, BookTok was responsible for the sale of 21 million books. Having gone viral on TikTok in 2022,  Colleen Hoover found herself taking up four spots on the top ten list for best-selling books that year. Sexual wellness brand Lovehoney has seen a 78% increase in searches for smut books. In the Publisher’s Association survey, reportedly 49% of the interviewed group went to bookstores to buy physical copies of books recommended to them through TikTok. 

Because of this huge marketable audience, both publishers and bookstores have tried to harness or take advantage of the BookTok trends. While some publishers have attempted to send early releases of books to BookTok hoping to gain a wider audience pre-publication, it has proven more profitable for companies to attempt to cater to BookTok desires rather than change them. The Young Adult genre has totally boomed, with books that would normally take two years to publish taking only six months. Similarly, there has been a rise in self-publications. Both the rushed and self-published books are reported to have major grammatical errors and tend to focus on sex rather than story or plot quality.  

The major American bookseller Barnes & Noble led the charge on this, setting up their frontmost tables and reserving lots of shelf space for the viral books. The company also created TikTok accounts for individual store locations. Smaller bookshops, like East City in DC or BookBar in London, cite their TikTok accounts and large selection of “BookTok books” as the reason they were able to stay open during the pandemic. 

As BookTok fuels a renewed passion for reading, many appreciate the platform for drawing them away from their screens. Yet, the underlying motives for reading raise concerns: When the allure is the sexual content, particularly aimed at younger audiences, can we still consider this a healthier alternative to screen time? Moreover, as smut books riddled with grammatical errors occupy more shelf space, one must wonder: How much valuable literature are we missing out on?