“The odds are just stacked against you. The algorithm is very specific about what types of books that it likes.”
By Samantha Mangino on May 7, 2026
After her first year of college, Chloe Gong chose to write a book instead of taking the summer off. That novel, “These Violent Delights,” became a New York Times bestseller. It debuted on Nov. 17, 2020, during a global pandemic and Gong’s senior year at the University of Pennsylvania. Without the ability to tour, Gong turned to TikTok. Her account, created to promote the book, now has 221.7K followers. Gong credits her success, in part, to BookTok, a TikTok community where readers share books. By 2026, the #BookTok tag had 78.7 million posts.
Authors today, including Victoria Aveyard and Jodi Picoult, have embraced TikTok to engage with readers. Still, social media doesn’t guarantee sales. Emma Noyes, who gained a traditional publishing deal through TikTok, learned that followers don’t always translate to book sales and is now self-publishing her next novel.
The line between reader and writer spaces on platforms like TikTok and Instagram can blur. Authors face the challenge of engaging with readers while keeping focus on writing. For many, social media is a tool for connection, not a second career.