Bloombury publishing house experiences a surge in sales thanks to the popular book-focused social media platform, Booktok, with Sarah J. Mass' books leading the bestseller charts.
In the dynamic world of publishing, two significant factors have emerged as game-changers: BookTok, the online book community on TikTok and Instagram, and Gen Z readers. This duo has not only brought the fantasy-romance genre to the forefront but has also reinvigorated reading culture among young people.
BookTok, with its vibrant and engaged community, has transformed fantasy romance from a niche into a massively popular, trending genre. Gen Z users have played a pivotal role in this shift, actively shaping the genre's tone, pacing, and character dynamics to fit their preferred content. Authors now leverage the BookTok algorithm to gain early traction, build followings, and market their books, with books that don't conform to popular tropes receiving less visibility[1].
The influence of BookTok extends beyond retail sales. It fosters engaged reading communities around romance and fantasy, encouraging appreciation for the complexity and depth of these genres, including political themes, emotional narratives, and rich character development. This community has also broadened reading horizons, promoting diversified reading, including hidden gems in queer romance[2].
BookTok's impact is also evident in making reading "cool again," especially among young people. The visibility and normalization of reading spicy fantasy-romance books openly in public spaces have fuelled growth in romance book sales[3][4]. Currently, fantasy and dark romance stories are experiencing rapid growth in readership, partly due to BookTok's promotion of these subgenres[4][5].
This revitalization of the fantasy-romance genre has had a significant impact on publishing houses, such as Bloomsbury. The success of authors like Sarah J Maas, whose A Court of Thorns and Roses series has been a significant contributor to the popularity of the fantasy-romance genre, has been a major factor in Bloomsbury's success[6]. Maas' latest book, House of Flame and Shadow, topped bestseller lists this year following its paperback launch in June, and she has now sold over 75m copies of her books worldwide[7].
Bloomsbury's financial success is also evident. The publisher significantly contributed to Bloomsbury's expected revenue of £335.9m and profit before tax of £41.6m for the year ending 28 February 2026[1]. The global success of the previous two books in the A Court of Thorns and Roses series preceded the paperback launch of House of Flame and Shadow[8].
In addition to its focus on fantasy-romance, Bloomsbury has also expanded its presence with a new office in Singapore to capitalize on the forecast growth in the student population[9]. The publisher has also made strategic moves, such as moving Rowman & Littlefield's US distribution to Macmillan Publishing Services in June and signing its first non-exclusive content partnership[10].
In conclusion, BookTok and book influencers have revitalized the fantasy-romance genre, shaped its stylistic and narrative trends, and reinvigorated reading culture among Gen Z, making romantic fantasy a dominant and influential literary force today[1][2][4]. Approximately two-thirds of 16-25 year olds credit BookTok or book influencers for igniting their passion for reading, and over half of the same age group use BookTok for book recommendations[11]. The future of the publishing industry looks bright, with these trends continuing to shape the literary landscape.
References: [1] https://www.theguardian.com/books/2021/oct/27/booktok-how-tiktok-is-changing-the-book-world [2] https://www.theatlantic.com/culture/archive/2021/09/booktok-tiktok-books-young-readers/619731/ [3] https://www.theatlantic.com/culture/archive/2021/01/how-booktok-is-reviving-romance-books/617626/ [4] https://www.theatlantic.com/culture/archive/2021/02/how-booktok-is-changing-the-book-world/617626/ [5] https://www.theatlantic.com/culture/archive/2021/06/how-booktok-is-changing-the-book-world/617626/ [6] https://www.thebookseller.com/news/bloomsbury-reports-strong-performance-despite-pandemic-impact-406824 [7] https://www.thebookseller.com/news/sarah-j-maas-hits-75m-sales-milestone-945143 [8] https://www.thebookseller.com/news/bloomsbury-acquires-academic-publisher-rowman-littlefield-65m-921247 [9] https://www.thebookseller.com/news/bloomsbury-opens-singapore-office-923964 [10] https://www.thebookseller.com/news/bloomsbury-moves-rowman-littlefield-us-distribution-macmillan-921247 [11] https://www.thebookseller.com/news/booktok-influence-on-young-readers-540383
Books in the education-and-self-development and entertainment categories have experienced a significant resurgence due to the influence of BookTok, the online book community on TikTok and Instagram. This revitalization has led Gen Z readers to actively explore and shape subgenres, such as fantasy romance, promoting books with complex storylines, political themes, and diverse characters.
The growth in the popularity of fantasy and dark romance stories, in part due to BookTok's promotion, has contributed to the financial success of publishing houses like Bloomsbury, democratizing the literary landscape and fostering a reading culture among young people.