BookTok, saying "discover what books are most popular on TikTok and find your next read."
Indigo now has a page on its website dedicated books trending on. In addition to introducing a "new demand lifecycle," Loudon said the backlist titles tend to have fewer promotions tied to them than new bestsellers, delivering stronger margins for the bookstore. "Not only does Indigo's market leadership position benefit from the organic user generated content on BookTok, it sparks a sales resurgence for many previously released titles." "This evolution of social commerce in the book space is exciting," he said during the call. The book and lifestyle retailer reported higher revenue and lower losses for its first quarter compared with the same period last year.Ĭraig Loudon, Indigo's chief financial officer, said the company's print business experienced strong demand, notably driven by a younger demographic and the impact of TikTok. "The popularity of reading on TikTok created a whole new level of reading excitement, particularly for teens, adding to an already strong performance in books," Indigo chief executive officer Heather Reisman said during a Friday conference call discussing the retailer's quarterly earnings. BookTok effect has ushered in a fresh sales boost after more than a year of grappling with pandemic restrictions and store closures. BookTok have attracted billions of views and are driving demand for books - often older, backlisted titles - benefitting book retailers and the publishing industry at large.įor Toronto-based Indigo Books and Music Inc., the.
Canada's biggest bookstore chain is seeing rising sales thanks in part to an online community of TikTok users sharing videos reviewing and recommending books.
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