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Amazon backs TikTok book club, likely to spread Gen Z boycott of TikToker

Recently, Amazon decided to support TikTok’s Book Club, a joint initiative to promote the habit of reading books.

The TikTok Book Club is a ‘healthy’ community that acts as a ‘virtual space’ where content creators and users come together to post content about their love of reading books.

Amazon’s support includes the latest campaign “That Reading Feeling Awaits”. The campaign aims to instill a love of reading among tech-savvy young people.

Under this initiative, Amazon will create several free customizable emojis for customers present on its social media channels.

Users can apply these stickers to their #BookTok videos. The book club logo and hub will also be stamped with “Presented by Amazon Books.”

Amazon appears to be cultivating its true business: bookstores.

What is Tik Tok Book Club?

The TikTok Book Club is the latest avatar of the popular #BookTok trend. TikTok user @caitsbooks started the trend and has since gained unprecedented traction among his social media handles of fellow creators and well-known publishers.

Typically, creators pick up books and make observations by posting commentaries, impressions, and reflections on them. We aim to be a collaborative community focused on the thrill of reading books.

By theme, the book follows a wide selection. The selection is comprehensive, and many tend to focus on young adult fiction, fantasy, thrillers, and more.

Currently, #Booktok has amassed over 64.3 billion views. Noting BookTok’s immense popularity, his social media platform TikTok seized the opportunity and launched his official Book Club.

How does the TikTok Book Club operate?

According to the official announcement, the book club will act as a resilient sub-community that invites discussion on new and upcoming titles. Anyone is free to join the club regardless of their reading habits.

A new book is released every month. TikTokers should read together and participate in the ensuing discussion.

The #BookClub hub facilitates reader discovery of the latest monthly titles. You can also follow trends to find specific topics on the go.

Not only that, but as part of the Book Club, TikTok has also created a small community of creators with a huge fan base. They are supposed to be called “BookTok winners.”

The platform hopes the winners will be able to stay on trend as their content focuses on reading books.

The TikTok Book Club will continue to operate after the summer.

Also read: Instagram fullscreen feed that combines stories, reels and posts

Amazon’s motive

Book sales now make up the bulk of Amazon’s annual revenue. It has over $280 billion in revenue, which is almost 10% of revenue.

Therefore, integrating your brand into one of the most popular social media platforms becomes a logical conclusion.

However, there are other reasons why Amazon is trying to push the trend.

recent boycott

Not long ago, 70 prominent Gen Z TikTokers who are part of an advocacy group have taken a political stand against the organization. He has 51 million total followers.

They’ve thrown their support into the Amazon union, rejected Amazon’s sponsorship, and resisted monetizing individual platforms.

Their #PeopleOverPrime campaign is also resonating on Twitter.

Amazon’s effort can therefore be read as an attempt to diffuse the situation, consistent with the company’s goal of promoting the bookstore business among younger generations. (c)