TikTok recommendations are upending book sales as army of young readers hit shelves

It’s easy to dismiss social media apps as idiot culture, TikTok perhaps more even that its rivals. But the home of silly dance clips and lip sync videos is becoming a powerful driver of books sales, with reviews sending gangs of teens out of the digital cloud and back into shops.

o-one can predict what the next ‘BookTok’ hit will be but the effect of a popular recommendation, on a new or long-published title, is dramatic, Dubray Books managing director Maria Dickenson says.

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