‘An organic, social-media phenomenon’: TikTok is driving a surge in demand for young-adult fiction novels (MarketWatch)

MarketWatch: ‘An organic, social-media phenomenon’: TikTok is driving a surge in demand for young-adult fiction novels. “Some people go on TikTok to see funny clips of dogs popping out of watermelons, learn new dances or discover cooking hacks. Others are there to get book recommendations — using the hashtag #BookTok. These recommendations tend to skew toward young-adult fiction novels — and have contributed to a nearly 70% increase in demand for the year to date through April compared to the previous year, according to data from the NPD Group.”

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