Heated Rivalry, The Housemaid and Fourth Wing: TikTok launches BookTok bestseller list

In recent times, many books have found their way into readers’ hands through the recommendations of TikTok creators. Social media platforms have become a powerful force in shaping reading trends, with users increasingly turning to #BookTok for insights rather than relying solely on traditional bookstores or chart rankings. The platform’s 77 million+ posts under the #BookTok hashtag underscore its reach, as fans share rapid reviews, emotional responses, and personal picks that drive engagement.

UK’s First Official BookTok Bestseller List Unveiled

TikTok is now formalizing its impact with the release of the UK’s first official BookTok bestseller list. Created in collaboration with Media Control and NielsenIQ BookData—entities also behind the Sunday Times bestseller rankings—the list merges sales data with analysis of the #BookTok hashtag. The initial top 20 entries, updated monthly, showcase a predominance of female authors, with Irish writer Chloe Walsh appearing most frequently. Her series *Boys of Tommen*, which follows teenagers grappling with love, friendship, and trauma in a private school setting, is featured across all six titles.

Genre Shifts and Timeless Classics

The list also highlights how BookTok is altering the lifecycle of books. For instance, Donna Tartt’s *The Secret History*, first published in 1992, has reentered the spotlight after decades, thanks to new audiences discovering it through TikTok. Meanwhile, upcoming screen adaptations like Colleen Hoover’s *It Ends With Us* and Rebecca Yarros’s *Fourth Wing* are gaining traction, reflecting the platform’s role in amplifying both new and established works.

BookTok’s influence is particularly evident in its favoring of the romantasy genre. Sarah J. Maas and Rebecca Yarros, whose titles dominate the chart, have cultivated massive online followings. As influencers Kris and Mads note, “It’s such an accessible genre and allows readers to get passionate about something light and fun with other people.” This genre’s prevalence suggests a growing audience for stories that blend romance and fantasy, tailored to younger readers.

Empowering Independent Titles and Changing Consumer Behavior

For readers like Amy, 32, from Hampshire, TikTok serves as a constant source of recommendations. She credits BookTok for introducing her to genres she otherwise might not have explored and describes it as a “great tool when you’re in a reading slump.” The platform’s ability to elevate lesser-known titles is another key aspect. As Lucy Stewart, deputy publishing director at Hodder & Stoughton, explains, “TikTok is giving some genres greater visibility. Romance, in particular, has seen a huge rise in public appreciation, sales, and respect.” Retailers like WHSmith have even responded by creating dedicated sections for books “TikTok made me buy it.”

Despite its growing influence, traditional marketing remains vital. Sara Roberts, senior marketing manager at Transworld, emphasizes that BookTok acts as a “trend spotter,” but “traditional media still guides many readers’ choices.” The effectiveness of the platform varies by book, with some thriving on social media while others depend on established reviews for visibility. Claire Simmonds, publishing director at Evermore, agrees, stating that BookTok has “been a real game-changer” in connecting readers with content.

The emergence of this list signals a shift in how books gain recognition. While traditional charts persist, BookTok’s role in driving sales—accounting for 11 million UK books sold in 2025, or 6% of total sales—highlights its growing significance. As the literary landscape evolves, the balance between online and offline recommendations continues to redefine the path to success for authors and publishers alike.